National airline takes Indonesia to the world
COMPANY Garuda Indonesia Persero Tbk PT
BRAND VALUE US $298 million
YEAR ON YEAR CHANGE 8 %
YEAR FORMED 1949
The country’s national airline, Garuda Indonesia, flies more than 70 domestic and international routes. Its 196 planes carry around 35 million passengers a year and, through its membership of the Skyteam alliance, it offers connections to over 1,000 destinations. In response to the rising number of Russian tourists to Indonesia, Garuda is launching a new Jakarta-Moscow route in August this year. It has also begun flying direct to Mumbai and Dubai, has increased flights to Australia, and this year hopes to launch its first route into the US, to Los Angeles. Garuda’s service and communications reflect Indonesian traditions, and its most recent TV ad, “Hands”, features graceful traditional dance to promote the many factors that go into creating a pleasant journey. Its tagline “Look Forward” emphasizes the value of having a global outlook and experiencing the world. The Australian-born presenter of a travel TV segment, Hamish Daud, has become an ambassador for the brand. A management shake-up in the past year followed a significant drop in profits, and former Bank Mandiri director Pahala Mansury was named Garuda’s new chief executive in April 2017. The business began as a state-owned company and is still majority government-owned, but since 2013, employees and international investors have held a small stake, with domestic investors holding the remaining 24 percent of shares, which are traded on the Indonesia Stock Exchange.