Regional air travel has long prioritised efficiency over atmosphere. Yet with the arrival of Berjaya Air’s new ATR 72-600 HighLine aircraft, sporting a full business class configuration, that equation appears to be shifting toward something more considered—where comfort, spatial design and hospitality become part of the journey itself.
Touching down in Kuala Lumpur this week, the aircraft marks several firsts simultaneously: the inaugural ATR 72-600 for Berjaya Air, and the world’s first commercial aircraft delivered in ATR’s newly certified HighLine all-business class configuration.
RETHINKING THE REGIONAL FLIGHT EXPERIENCE
Certified earlier this month by both European and Malaysian aviation authorities, the new cabin concept reimagines the turboprop interior through a more private and lounge-like lens. Rather than maximising passenger density, the design prioritises openness and personal space, with just 26 seats arranged in a spacious one-by-one layout.
Each passenger benefits from direct aisle access and uninterrupted window views, creating an experience that feels notably removed from conventional regional aviation. The handcrafted ETEREA seats by Geven—the widest ever installed on an ATR platform—introduce a softer, more residential sensibility, complemented by integrated side consoles and discreet storage elements.
One of the cabin’s most defining design choices is found overhead. Traditional luggage bins have been replaced with streamlined valence panels, visually opening the cabin while allowing more natural light to move through the interior. The result is an environment that feels closer in proportion to a private aircraft than a regional commuter plane.
A CURATED APPROACH TO SHORT-HAUL FLYING
Berjaya Air will begin operating its new business class aircraft in the coming days, debuting services between Subang and Koh Samui before expanding across destinations in Malaysia, Thailand, Vietnam and Indonesia.
The move aligns closely with the broader Berjaya Group ecosystem, connecting travellers to the group’s hospitality portfolio and island destinations including Langkawi and Redang through a more seamless, hospitality-led travel model.
Rather than positioning itself solely around luxury, the airline describes the concept as “affordable luxury”—a middle ground between commercial regional travel and private aviation sensibilities. The aircraft will also be available for charter operations throughout the Asia-Pacific region, extending its appeal beyond scheduled routes.
For ATR, the collaboration highlights the evolving role of regional aircraft within premium travel. Traditionally associated with short-haul practicality, turboprops are increasingly being reinterpreted through design, sustainability and experiential considerations.
The ATR 72-600 remains one of the most fuel-efficient regional aircraft platforms in operation, and the HighLine configuration demonstrates how operational efficiency can coexist with a more elevated onboard experience.
Berjaya Air is expected to receive a second factory-new ATR 72-600 in the same all-business class configuration later this year, signalling a longer-term commitment to this more tailored approach to regional aviation.
At a time when travellers are placing greater emphasis on comfort, privacy and continuity of experience, the arrival of the ATR HighLine cabin suggests a subtle but notable shift in how short-haul journeys may be experienced in the years ahead.
(Photos: Berjaya Air)
