Office Space News
Regus Inks Businessworld Membership Deal with Malaysia Airlines
Published July 16th, 2009 by Jennifer LeClaire
Regus is moving and shaking with its Businessworld card membership again. This time the serviced office giant has partnered with Malaysia Airlines.
Malaysia Airlines Enrich frequent flyer members are the latest beneficiaries of free Businessworld Gold membership. The deal gives Enrich members a ticket to work from business-ready day offices, business lounges and cafes and 1,000 locations worldwide.
Regus has business centers in Kuala Lumpur at Petronas Twin Tower, Regus KL Sentral and Regus Central Plaza. Businessworld membership gives mobile executives access to work from these sites, as well as Regus’ locations across 75 countries. I have been to Malaysia and all of these three locations are prime business centers in the nation.
“Until now there hasn’t been a product that gives today’s rapidly growing mobile workforce access to business-ready places to work anywhere in the world their business takes them. Businessworld will provide Enrich members with all the tools they need to optimize performance,” says Filippo Sarti, CEO for the Asia Pacific region of Regus.
Businessworld Momentum
Malaysia Airlines, an airline that has seen a tremendous comeback in recent years and offers top notch service and on-air amenities to business travelers. The airlines is always on the lookout for opportunities an innovative approaches to recognize and reward its Enrich members while remaining relevant. In an economic environment when airlines are competing for a reduced number of global travelers, Malaysia Airlines is trying to win the hearts and minds of frequent travelers to and from Asia. This is a nice add on.
“Our passengers are already able to enjoy Malaysia Airlines’ award-winning lounges around the world. This new partnership with Regus will enable Enrich members to also have immediate access to world-class, business-ready places to work wherever business takes them,” says Raja Dato’ Nordiana Zainal Shah, general manager of Malaysia Airlines’ Corporate Marketing & Loyalty Program. “In addition, All Enrich members can also earn Miles when they book a six-month lease on a Regus office, a 12-month Virtual Office or a meeting room for a day.”
Regus has been doing Businessworld membership deals right and left with airlines, travel magazines, credit card companies and others. How is it panning out for the executive office suites company? Regus reports that in the six months since it launched the program, membership has grown to 200,000 individuals and 10,000 companies worldwide. That’s a significant gain in six months. What I’d like to see is how it translates to actual revenue. In any case, the initial stages of the strategy are proving successful and long-term this is a winning bet for Regus and its partners.
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Marcus Hester July 16th, 2009 at 11:36 am
With the apparent success of Regus’s businessworld program, I wonder why other serviced office providers aren’t playing copycat? Maybe they are, but I haven’t heard of any. This program is only six months old, and already they have a diverse line up of partners that looks like it’s poised for growth. Impressive.
Maggie Correta July 16th, 2009 at 11:38 am
Regus is a public company, so we should be able to see how much serviced office revenue the businessworld memberships are driving to the bottom line — if they pull it out as a line item. I bet right now it’s costing more than it’s bringing in in terms of executive office suites profits. But that’s to be expected in the early days of a marketing blitze like this. It’s hard to measure the visibility they are getting to their serviced office brand that is translating to more traffic in their business centers.
Elizabeth Sanchez July 16th, 2009 at 11:48 am
I would be interested to see which of the various partnerships Regus has with airlines and magazine and credit card companies are producing the most visits to serviced offices around the world. In other words, is it the airline deals that are most lucrative? Where’s the sweet spot for partnerships in the executive office suites industry? That would be telling.
Rob Zeus July 16th, 2009 at 12:18 pm
I would bet that most of the Malaysia Airline frequent fliers who get this Regus perk are using the serviced office spaces in Kuala Lumpur more so than executive office suites in other cities. So if you do a lot of business in Malaysia — and many companies do — and you are not based there, you can set up shop in the awesome Petronos Towers for example. I’ve heard a lot of manufacturers are moving over to Malaysia. Seems like a smart move.
Melanie Jones July 16th, 2009 at 4:39 pm
Regus is moving fast with its partnerships. I wonder what their standards or qualifications are? I can see that they are going after travel-oriented partners that can help them fill up serviced office spaces around the world. But I wonder if airlines, travel magazines and credit cards are the only way to accomplish that goal.
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