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Tune Group

Tune Group Sdn Bhd is a Malaysian leisure and entertainment corporation founded in 2001 by entrepreneurs Tan Sri and Datuk . The company originated with the acquisition of the struggling domestic airline for one ringgit, transforming it into a leading that democratized air travel across and beyond. Over the years, Tune Group has diversified its operations, evolving from its aviation roots into a multifaceted focused on delivering affordable services to mass-market consumers through innovative, technology-driven solutions. Today, the group's portfolio encompasses several key subsidiaries and affiliates, including Tune Protect Group Berhad, a listed financial specializing in and for non-life products such as travel, motor, and personal accident coverage; Tune Hotels Group, which operates budget accommodations emphasizing no-frills hospitality; Tune Live, an entertainment arm involved in live events, music production, and holding a significant stake in ventures like ; Tune Studios Sdn Bhd, dedicated to media and creative content production; and Epsom College in , a prestigious providing British curriculum education. Tune Group's business model prioritizes creativity, ingenuity, and accessibility, with operations spanning , , , and , primarily targeting Southeast Asian markets. As of 2025, the group continues to adapt to post-pandemic recovery, with subsidiaries like Tune Protect reporting strong growth in travel-related amid rising regional .

Overview

Founding and Leadership

Tune Group Sdn Bhd was incorporated on 10 December 2007 in , , as a primarily focused on and sectors. The company emerged from the entrepreneurial efforts of Malaysian business leaders aiming to build a portfolio of consumer-oriented ventures in the region. The group was co-founded by Tan Sri and Datuk , both instrumental in revolutionizing affordable aviation through their involvement with . , known as the CEO of and a pioneer of models in , brought visionary leadership emphasizing innovation in mass-market services. , his longtime business partner and co-founder of , contributed strategic expertise from prior roles in finance and investment, helping shape the group's foundational direction. The initial vision centered on creating affordable options inspired by budget principles, with a strong emphasis on creativity and ingenuity to serve mass-market consumers across . This approach sought to democratize access to and lifestyle services, extending the low-cost ethos beyond to broader consumer experiences in the region. As of 2025, serves as the Group CEO, overseeing strategic operations and continuing to drive the company's expansion. remains a co-founder and advisor, while also holding the position of Non-Independent Executive Chairman at Capital A Berhad, a key affiliate. The board includes independent directors to ensure robust governance and oversight.

Corporate Structure and Headquarters

Tune Group Sdn Bhd is a private limited company (Sendirian Berhad) incorporated under the laws of Malaysia, functioning primarily as an investment holding entity that oversees its diverse portfolio of subsidiaries across leisure, entertainment, and related sectors. The company is primarily owned by its founders, Tan Sri Dr. Tony Fernandes and Datuk Kamarudin Meranun, who hold significant stakes, reflecting their ongoing influence as key shareholders in the parent entity and its subsidiaries. For instance, in the publicly traded subsidiary Tune Protect Group Berhad, listed on Bursa Malaysia, the founders maintain a 50% ownership each through their direct holdings. As a private holding company, Tune Group itself remains unlisted on any stock exchange as of 2025. The headquarters of Tune Group is located at Unit 19-07-01, Wisma Tune (also known as Wisma Capital A), 19 Lorong Dungun, Bukit Damansara, 50490, . This central urban facility serves as the operational base for coordinating group-wide strategies, including investment decisions and oversight of subsidiary performance, in a modern office environment conducive to high-level management activities. Governance at Tune Group is managed by a that includes key figures such as Tan Sri Dr. , Datuk , and external members like Richard P. Wong from Accel Partners, emphasizing strategic oversight and alignment with the group's entrepreneurial vision. The board prioritizes frameworks and ethical standards to ensure sustainable operations across the , drawing on practices observed in its listed subsidiaries where dedicated committees address , , and .

History

Inception and Early Acquisitions

Tune Group was established in late 2001 through the formation of Tune Air Sdn. Bhd. by Tony Fernandes and Datuk Kamarudin Meranun, who drew on Fernandes' prior experience in the music industry as financial controller for Virgin Records in London to apply innovative marketing and operational strategies to aviation. The venture emerged during a turbulent period for the global aviation sector, immediately preceding the September 11 attacks, which exacerbated industry downturns and created opportunities for bold acquisitions. The group's inaugural move was the acquisition of the struggling, government-owned airline on September 8, 2001, purchased for a nominal RM1 (approximately ) along with its RM40 million in debt, via Tune Air Sdn. Bhd. This transaction, led by and his consortium, repositioned AirAsia as Southeast Asia's pioneering , shifting it from a full-service model to a streamlined operation focused on affordability. By December 2001, AirAsia had relaunched with its iconic slogan "Now Everyone Can Fly," emphasizing accessible for the masses. Underpinning this early strategy was a no-frills approach that democratized flying in , beginning with domestic routes using just two leased aircraft and prioritizing cost-cutting measures such as single-class seating, online ticketing, and minimal onboard services to offer fares up to 50% lower than competitors. However, the nascent carrier encountered significant initial challenges, including regulatory obstacles from Malaysian authorities that delayed route approvals and operational scaling, as well as intense competition from established full-service airlines like , which dominated the market with government-backed advantages. These hurdles tested the group's resolve but laid the foundation for its disruptive entry into regional aviation.

Expansion and Diversification (2001–2015)

Following the acquisition of in late 2001, Tune Group, under ' leadership, pursued aggressive regional expansion in the aviation sector to capitalize on 's growing travel demand. In early 2004, established as a with Shin Corporation, launching operations on February 29 to serve domestic and regional routes from . Later that year, on December 8, commenced services as another affiliate, targeting Indonesia's vast archipelago market with low-cost flights from . These expansions allowed to penetrate high-growth markets while navigating local ownership regulations through partnerships. By 2007, to address long-haul opportunities, Tune Group launched , a dedicated low-cost long-haul carrier, with its inaugural flight to Australia's on November 2, enabling direct connections to international destinations beyond . Parallel to aviation growth, Tune Group diversified into hospitality with the launch of in 2007, introducing a no-frills, pay-as-you-go model inspired by budget airlines. The first property opened on April 27 in , offering basic amenities with optional add-ons like or to keep base rates low. This concept quickly scaled across and beyond, reaching over 40 locations by 2015, including sites in , , , the , and the , to cater to cost-conscious travelers and complement AirAsia's network. Tune Group's portfolio broadened further in the 2000s and early 2010s through strategic entries into telecommunications, , and automotive sectors. In August 2009, it launched Tune Talk as Malaysia's first (MVNO), partnering with to provide affordable prepaid services targeting underserved segments. In 2011, was formed as a digital provider, initially focusing on travel policies integrated with bookings before expanding to personal accident and health coverage. That same year, Tune Group acquired , part of the Caterham Group, for an undisclosed sum, marking entry into the ; this investment facilitated the rebranding of its team to for the 2012–2014 seasons, though the team struggled competitively. Sports diversification included a significant stake in English football club (QPR) in 2011, when Tune Group, via QPR Holdings, acquired a 66% ownership for approximately £35 million, with assuming the role of chairman. This move aimed to leverage global branding synergies with , including stadium sponsorships and fan engagement initiatives. Key milestones during this period included 's (IPO) on November 22, 2004, which raised RM717.4 million on to fund fleet expansion. Overall, these efforts reflected Tune Group's rationale of hedging aviation volatility—such as fuel price fluctuations and regulatory pressures—by building a resilient conglomerate across synergistic industries, thereby distributing risks and creating revenue streams less dependent on air travel cycles.

Restructuring and Recent Developments (2016–Present)

In 2014, the Tune Group divested its stake in the Team to a consortium of Swiss and Middle Eastern investors led by former team principal , a move that allowed the group to refocus resources amid the team's operational challenges, with financial and strategic impacts continuing into 2016 as the team entered administration later that year. Further restructuring in the sector occurred in 2018, when management of shifted to the newly formed Ormond Group under ECM Libra, repositioning the budget brand toward upscale offerings while retaining Tune's identity for transit-hub properties. The delivered a profound blow to the group's operations from 2020 to 2022, grounding around 90% of AirAsia's fleet of over 200 across due to restrictions and resurgent outbreaks, which forced a pivot toward digital platforms like and for revenue diversification during the downturn. In January 2022, AirAsia Group Berhad rebranded to Capital A Berhad to better encapsulate its evolution into a multi-sector entity spanning aviation, logistics, and fintech, marking a strategic realignment post the early diversification phase. , a core arm, advanced through its public listing on and robust growth, posting a FY2024 of RM28.27 million—a surge of over 4,800% year-over-year—and RM7.4 million in profit after tax for Q1 2025, fueled by heightened demand for amid regional recovery. By 2025, the Tune Group intensified its strategic emphasis on , integrating practices such as climate risk management and community initiatives across subsidiaries, while solidifying ASEAN market leadership through Capital A's ongoing restructuring, with the demerger of its unified aviation entity from a broader and targeted for completion by December 2025. In October 2025, Capital A obtained a from Thai regulators, paving the way for the consolidation.

Business Portfolio

Aviation (Capital A Group)

Capital A Berhad, formerly known as AirAsia Group Berhad, serves as the primary holding entity for Tune Group's aviation operations and is listed on the Main Market of under the stock code 5099. It operates as a leading (LCC) in , employing a no-frills model that emphasizes high utilization, single-class seating, and ancillary streams to maintain competitive fares. As of the second quarter of 2025, the group's fleet comprises 226 , including models for short-haul routes and A330s for long-haul services, enabling efficient operations across a vast regional network. The aviation portfolio is structured around short-haul affiliates—, , , and —which focus on intra-Asia connectivity, while handles long-haul international flights to destinations in , the , and . These operations span over 160 destinations in more than 20 countries, with a strong emphasis on hubs like , , , and , facilitating seamless fly-through connections for passengers. In 2025, the group plans to launch more than 30 new routes to bolster regional and international linkages, capitalizing on post-pandemic demand recovery. By mid-2025, Capital A's passenger traffic has achieved full recovery to pre-COVID levels, with the network carrying millions of passengers quarterly and demonstrating a 1% year-on-year decline in the second quarter. This rebound is supported by the integration of Teleport, the group's logistics arm, which leverages excess belly from passenger flights to form Southeast Asia's largest air , enhancing and efficiency. Complementing this, BigPay, the platform under , enables seamless in-app payments and financial services for travelers, with monthly active users exceeding 13 million in early 2025. Innovations in sustainability include commitments to sustainable aviation fuel (SAF) uptake starting in 2025 as part of a net-zero emissions roadmap by 2050, alongside fuel efficiency programs that have already reduced CO2 emissions through optimized flight paths and modern fleet upgrades. The AirAsia MOVE app further drives digital transformation by facilitating app-based bookings, check-ins, and personalized travel planning, with features like real-time notifications and integrated ancillary services contributing to over 80% of bookings processed digitally. These efforts underscore Capital A's position as a pioneer in affordable, tech-enabled, and environmentally conscious in the region.

Insurance (Tune Protect Group)

Tune Protect Group Berhad serves as the insurance arm of Tune Group, operating as a financial that underwrites and reinsures non-life insurance products primarily in and internationally. Incorporated in 2011, it is publicly listed on the Main Market of under the stock code 5230 and is licensed under the Financial Services Act 2013 to conduct business, regulated by Bank Negara Malaysia. Its key subsidiaries include Tune Insurance Malaysia Berhad, which handles underwriting in Malaysia; Tune Protect Re Ltd, focused on ; Tune Direct Ltd; and Tune Protect Ventures Sdn. Bhd. The group specializes in non-life insurance products tailored to modern lifestyles, with a strong emphasis on coverage such as flight delay compensation, delay benefits, on-time guarantees, and trip cancellations. It also offers motor insurance through plans like Motor Easy for vehicle damage protection; health-related digital features via the app for monitoring physical activities; and options including Home Easy and Home Shield for residential property owners and occupants. Customers can purchase on-demand policies digitally through the Tune Protect , enabling instant quotes, seamless transactions, and policy management on the go. Financial performance in recent years reflects robust recovery and growth, particularly in the sector. For 2024, Tune Protect reported a of RM2.74 million, marking a 1018.8% year-on-year increase, driven by improved net insurance service results and segment rebound post-pandemic. In the first quarter of 2025, profit after tax reached RM7.4 million, a turnaround from a RM3.9 million loss in the prior year's corresponding period, supported by higher profits and cost management. For the second quarter of 2025, stood at RM84.4 million with a 10% , bolstered by efficiencies in claims handling and expense controls despite a slight dip in revenue. Expansion efforts have centered on strategic partnerships and capabilities across . The group collaborates with like , , and others to bundle offerings, including digital solutions such as Delay Lounge Passes in Asian markets and comprehensive coverage in regions like . Through Tune Protect Re Ltd, it provides non-life services in over 30 countries across , the , and beyond, enabling scalable risk management for partners.

Hospitality (Tune Hotels)

Tune Hotels, launched in 2007 as part of the Tune Group's diversification into , operates on a low-cost model inspired by airlines, offering basic "pod-style" accommodations with a focus on urban accessibility and convenience for travelers. The core concept emphasizes affordable base room rates, with guests paying only for optional add-ons such as (billed by the hour), , towels, toiletries, and television, promoting and flexibility while keeping essentials like clean and powerful showers standard. This "pay-as-you-use" approach, branded under initiatives like "Less Waste, More ," aligns with sustainable practices by reducing waste and operational costs, positioning the chain as a value-driven option in gateway cities near hubs and attractions. As of 2025, Tune Hotels maintains a focused of approximately nine properties, primarily in and the , with an emphasis on airport-adjacent and city-center sites to cater to transit and leisure guests. In , key locations include Tune Hotel KLIA-KLIA2 and Tune Hotel KLIA Aeropolis near , Tune Hotel 1Borneo in , Tune Hotel George Town in , Tune Hotel Danga Bay in , Tune Hotel Waterfront in , and others in urban areas like and Taiping. The sole international property is in , , targeting similar accessible urban demographics. This scaled-back network reflects a strategic concentration on high-traffic Southeast Asian markets following earlier global ambitions. Operations center on streamlined, guest-centric services with daily rates typically starting from around RM90 (approximately USD 20), though varying by location and demand, ensuring affordability for short stays. Features include and contactless options at select properties, daily housekeeping, and integrations with popular travel platforms like and for seamless bookings and partnerships that enhance visibility. Under Tune Group affiliation since its inception, the chain enjoys operational independence post-2018, allowing localized management while leveraging group resources for branding and sustainability. Amenities prioritize essentials, with add-ons available via in-room or front-desk requests, supporting the model's efficiency. Expansion efforts paused amid the , which severely impacted global hospitality, but the brand has resumed growth in 2024–2025 through targeted acquisitions and upgrades emphasizing eco-friendly enhancements to its foundational pay-as-you-use system. Notable recent recognition includes Tune Hotel KLIA-KLIA2 being crowned the best airport hotel in and in 2025, signaling renewed momentum with upcoming openings focused on and strategic sites. These developments reinforce the chain's commitment to sustainable, low-cost urban hospitality within the Tune Group's portfolio.

Other Ventures (Telecommunications and Sports)

Tune Talk Sdn. Bhd., a (MVNO) under Tune Group, was established in 2009 and launched operations in as the country's fastest-growing MVNO. It leverages the nationwide 4G LTE network of Axiata Berhad to provide prepaid mobile services, including voice, , and data plans designed for affordability and accessibility. Targeting budget-conscious consumers, Tune Talk emphasizes lower rates and lifestyle-oriented rewards to capture mass-market users in a competitive landscape. In the sports sector, Tune Group acquired a 66% stake in Queens Park Rangers F.C. (QPR) through QPR Holdings Limited in 2011, with Tony Fernandes, Tune Group's co-founder, serving as chairman until 2018. This investment marked the group's entry into professional football ownership, aiming to revitalize the English Championship club based in West London. Fernandes disposed of his entire shareholding in QPR Holdings in July 2023 to prioritize core businesses like aviation and digital initiatives, ending the group's direct involvement after over a decade. Tune Group's sports portfolio previously included via the Team, formed through the acquisition of the Racing team and branding partnership with in 2012. The team competed in the until mid-2014, when Tune Group, led by , sold it to a of Swiss and Middle Eastern investors amid financial challenges. The allowed refocus on more sustainable leisure sectors. Beyond telecommunications and sports, Tune Group maintains ancillary investments in event production and education technology. Tune Live Sdn. Bhd., incorporated as part of the group's entertainment arm, handles live event management and production, though its activities have been limited following the COVID-19 pandemic starting in 2020. Additionally, in 2019, Tune Group acquired a stake in Educ8 Group Sdn. Bhd., a Malaysian education provider focused on K-12 opportunities in Southeast Asia, including the operation of Epsom College in Malaysia; this represents a minor holding without significant expansions as of 2025. These ventures collectively bolster Tune Group's broader leisure ecosystem by diversifying into experiential and developmental services.

Sponsorships and Initiatives

Sports Sponsorships

Tune Group has been actively involved in sponsorships, particularly in English competitions during the . In 2010, the company entered a three-year, seven-figure partnership as the principal sponsor of the Professional Game Match Officials (PGMO), which oversees referees for the , The Football League, and the . This deal provided Tune Group with prominent branding on referees' shirts, visible during over 2,000 matches annually and reaching a cumulative global television audience exceeding 3 billion viewers. The PGMO sponsorship notably enhanced visibility for Tune Group's subsidiary , whose logo appeared on officials' attire in high-profile fixtures, aligning the airline's branding with Europe's top football action. The partnership extended to The Football League and games, allowing consistent exposure across multiple tiers of English football until its conclusion in 2012, when took over. Beyond referees, Tune Group's football engagements included direct team affiliations, such as AirAsia's role as the official shirt sponsor for (QPR) starting in 2011. This multi-million-pound arrangement covered away and third kits initially, evolving to principal sponsorship by 2014, with branding also featured in stadium promotions. In motorsports, Tune Group supported Formula 1 through AirAsia's sponsorship of the Caterham F1 Team from 2012 to 2014, displaying the airline's logo on the car's flanks and team assets during races worldwide. These sponsorships, valued in the millions during the mid-2010s, targeted global brand exposure for Tune Group's portfolio in key markets across and , leveraging and motorsport's international appeal to drive and loyalty.

Philanthropic and Community Engagements

Tune Group's philanthropic efforts, primarily channeled through subsidiaries like and the AirAsia Foundation, emphasize and youth development in underserved communities. Through AirAsia Academy, the group has partnered with youth NGOs to deliver digital learning platforms, including video-based , automated assessments, and e-books, targeting marginalized children in areas such as since 2022. These initiatives aim to bridge digital skill gaps, supporting broader workforce preparation for the via on-demand tech and innovation training programs launched in 2022. Additionally, the AirAsia Foundation provides grants to -based social enterprises focused on and skill-building, fostering long-term . In disaster relief, Tune Group entities have played key roles in regional crises. Following the 2004 Indian Ocean , AirAsia led early relief efforts by deploying flights and resources to affected areas in , contributing to immediate distribution. During the 2020s , AirAsia repurposed aircraft for cargo operations to transport essential supplies, including and medical aid, across and the , with nearly 500 special recovery flights initiated since March 2020. Sustainability initiatives under Tune Group highlight environmental responsibility, particularly in and . AirAsia's 2024 Sustainability Report details programs for carbon offsetting, including preparations to source CORSIA-eligible credits starting in 2025 and achieving record-low carbon intensity through fleet efficiency and ground emission reductions like the " Off" initiative launched in 2024. In , Tune integrates eco-practices aligned with group-wide goals, while partnerships via the AirAsia Foundation and BigPay support biodiversity and climate efforts with NGOs in . Community engagements prioritize employee involvement and local development in and . Tune Protect reported 7,299 hours of employee from 2022 to 2024, exceeding targets through activities in , environmental clean-ups, and community support, as detailed in their annual impact metrics. AirAsia's "Allstars Do Good" program connects over 300 staff annually to volunteer at centers and NGO initiatives, while group-wide local hiring practices in operations across are tracked in sustainability reports to promote . These efforts earned Tune Protect the Outstanding Community Care Award at the 2025 Sustainability & CSR Malaysia Awards.

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