MALAYSIA. Malaysia Airports has concluded its flagship Licence to Win (LTW) 2025 campaign with a grand finale at Bangunan Sultan Abdul Samad in Kuala Lumpur on 23 April, where finalists faced off in a series of decisive challenges.
As reported, the campaign ran in partnership with Eraman and travel booking platform Traveloka, aiming to enhance the retail experience at Malaysia Airports while driving engagement through high-value rewards.
James Robert of Indonesia emerged as the grand winner, with his wife Raenita Santoso competing as his proxy and securing victory on his behalf.
The finale’s high-intensity games were designed to test speed, focus and precision under pressure.
Running from 21 July to 31 December, the Licence to Win ‘Own the Dream’ edition gave travellers the chance to win prizes with everyday airport purchases meeting a minimum spend of RM100 (US$25) at participating outlets.
Highlights included Traveloka travel experiences to Switzerland, Australia and Japan, Eraman shopping sprees, monthly rewards, and a BMW R1300 GS adventure touring bike, building momentum toward the grand finale.
The initiative was described as highly successful, driving more than RM200 million (US$50.6 million) in sales and more than 500,000 entries across Malaysia Airports’ network, marking +56% year-on-year growth.
The campaign reinforced Malaysia Airports’ focus on enhancing service and passenger experience, as airports evolve into lifestyle destinations, while supporting the Visit Malaysia 2026 tourism drive by positioning airports as the primary touchpoint for introducing Malaysia to travellers.
It also revealed evolving traveller trends, with the highest single receipt reaching RM93,000 (US$23,529), and duty free as the top category. Attractive and accessible minimum spend for food & beverage also drove participation across commercial segments.
Malaysia Airports Senior General Manager of Commercial Services Hani Ezra Hussin said, “The campaign reflects the strength of our evolving retail strategy and our continued focus on elevating the airport experience for travellers.
“Strong participation and sustained sales demonstrate our ability to create more engaging and rewarding retail experiences across all touchpoints, while supporting our partners in driving visibility and growth.
“We are delighted to celebrate our winners, as our efforts beyond transactions continue to create meaningful and memorable moments for passengers, enhancing the overall travel experience.” ✈
