Report, main photo copyright by : Gan Yung Chyan, KUCINTA SETIA
On 1 January 2025, Air Guilin ushered in a new upgrade of its brand.
The new logo is dominated by dynamic blue, and the ingenious integration of Elephant Trunk Hill, Guilin landscape, flapping birds and Zhuang brocade pattern elements that not only highlights the regional characteristics, but also conveys the ambition to take off.
"This brand renewal is not only an iteration of the visual image, but also a reinterpretation of the company's mission and cultural core." Xu Xin, chairman of Air Guilin, said that the company is committed to building a tourism aviation brand that combines Guilin's regional culture with an international perspective, marking the beginning of a new chapter in the development of Air Guilin on the road to brand development.
Nine years of hard work, building dreams in the sky; based in Guilin, reaching the world
Image : Air Guilin A320 approaching Haikou Meilan Airport (Picture by Gan Yung Chyan)
Since its launch in 2016, Air Guilin has safely flown 206,500 hours, safely taken off and landed 100,500 flights, transported a total of 12.39 million passengers, opened 257 routes to 93 cities in China. With the corporate mission of helping Guilin build a world-class tourist city, Air Guilin fully leverages the advantages of aviation transportation companies, continuously promotes the deep integration of aviation with tourism, culture and other industries, enhances Guilin's tourism convenience and influence, and builds an air bridge from Guilin to a world-class tourist city.
Images : Air Guilin A319 at Haikou Meilan Airport (Pictures by Gan Yung Chyan)
Party building leads brand renewal and activates new development momentum
"A date with mountains and rivers, Air Guilin" is the new slogan of Air Guilin after the brand is renewed, reflecting the brand core of Air Guilin with mountains and rivers as the medium and true feelings as the basis.
"We hope to convey an invitation and promise through the 'A date with mountains and rivers', inviting passengers to go on a journey with mountains and rivers, and promise to provide every passenger with safe, warm and high-quality aviation services, meet with everyone in Guilin, appreciate the picturesque scenery, and share the landscape culture, historical culture, red culture, folk culture, etc. of a world-class tourist city." Xu Xin said.
Mountains and rivers meet, a beautiful journey. Air Guilin's outlook on itself has never been limited to aviation service providers. Over the past nine years, Air Guilin has been closely rooted in Guilin, a unique land of mountains and rivers. It has taken Guilin as its main base for operation and development, integrated Guilin's regional charm into its brand genes, facilitated Guilin's transportation with "air connections", and empowered Guilin's tourism and economic development.
"Air Guilin has always closely linked its own development with Guilin's urban development, actively participated in Guilin's social and economic construction, and made it its mission to help Guilin build a world-class tourist city. As a state-owned holding company under the city of Guilin, Air Guilin has always put political construction first and led the company's high-quality development with party building." said Wu Qizhi, secretary of the Party General Branch of Air Guilin.
The Party General Branch of Air Guilin focuses on the company's development centre tasks, continuously deepens the "Party Building +" model, and takes "Party Building + Safety Management", "Party Building + Style Building", "Party Building + Efficiency Improvement", "Party Building + Sincere Service", and "Party Building + Increasing Revenue and Saving Expenditure" as the starting point to achieve a deep integration of party building with production and operation, talent training, and cultural construction. In daily operations, grassroots party organizations fully play the role of fighting fortresses, and the vanguard and exemplary role of party members is also highlighted. Party organizations at all levels actively create "Party member demonstration areas", "Party member vanguard posts" and "Youth Commandos". In the critical period of the company's development and major projects, they bravely shoulder heavy responsibilities, overcome difficulties, and interpret the responsibilities and responsibilities of party members with practical actions.
Air Guilin has always insisted on the deep integration of party building and business. Combining the company's party building culture and business characteristics, it has launched the creation goals of "one branch, one brand" and "one department, one feature". "Party flag leads the way, cloud pioneers" and "Red Wings lead the way, the beauty of service" and other characteristic party building brands have been presented one after another. These brands are not only a vivid embodiment of Air Guilin's party building work, but also an important carrier for gathering employee strength and enhancing the corporate image.
"Adhering to the leadership of the party and strengthening party building are the 'roots' and 'soul' of state-owned enterprises." Wu Qizhi said that Air Guilin will continue to adhere to the leadership of party building, persevere in promoting the resonance of party building and business, and transform political advantages into a strong driving force for corporate development.
Route network, service quality improvement, and promotion of cultural and tourism integration
In 2016, the air traffic control tower of Guilin Liangjiang International Airport issued an order to an Airbus A319 with the call sign "Beyond 1023": "Beyond 1023 can take off, wish you a smooth maiden flight!" 135 passengers became the first witnesses of Air Guilin's history, and Guilin people have their own airline since then.
Image : An Air Guilin flight attendant is providing cabin service to an unaccompanied child. Picture provided by Air Guilin
After nine years of flying in the clouds, the call sign of "Beyond" still echoes over Guilin. Passenger planes with Guilin landscape patterns shuttle among Guilin and various cities, building a route network covering the whole country from Hangzhou in the east, Shihezi in the west, Sanya in the south, and Harbin in the north.
Image : An Air Guilin safety officer conducts pre-flight cabin inspection. Picture provided by Air Guilin
Zhang Wei, Vice President of Marketing of Guilin Airlines, introduced: "The company's operating routes currently cover major provincial capitals and some third- and fourth-tier cities with tourism characteristics, including important hub airports such as Chengdu Tianfu, Chongqing Jiangbei, Kunming Changshui, Xi'an Xianyang, Hangzhou Xiaoshan, Haikou Meilan, and Shenyang Taoxian." During this summer travel season, in order to meet the diverse travel needs of passengers, Air Guilin will open popular tourist routes such as Shihezi, Hulunbuir, and Hailar.
Image : Air Guilin pilot is conducting pre-flight flight inspection. Picture provided by Air Guilin
Air Guilin is becoming the first choice for more and more passengers with its convenient route network. The latest operating data shows that since the beginning of this year, the company's average passenger load factor has reached 94.5%, ranking first among the 41 passenger airlines announced by the Civil Aviation Administration. "After nine years of operation, we are currently the main base airline with the highest passenger transport volume and the largest market share in Guilin. More and more Guilin citizens choose Air Guilin for travel." Zhang Wei said. In the future, the company will further strengthen the capacity layout of the main base in Guilin, continue to optimize the existing route network, and provide passengers with a more convenient and better travel experience.
Air Guilin is also committed to creating an innovative business model of "aviation + tourism", deepening its aviation travel products, and providing passengers with integrated products such as "air tickets + scenic spot tickets", "air tickets + star-rated hotels", and "air tickets + five-star Lijiang River cruises". Through distinctive differentiated services, it can better meet the travel needs of passengers.
The high-quality service experience has gradually become a consensus among passengers for "choosing Air Guilin for comfortable travel". "We always adhere to the service concept of customer-oriented, and warm every passenger with sincerity and enthusiasm." Li Lin, vice president of operations of Air Guilin, introduced. In terms of service improvement, Air Guilin has always adhered to the standard of "smiling service, proactive service, and caring service", from the cordial greetings at boarding, to the meticulous care during the flight, to the warm farewell at landing, showing the sincerity and professionalism of the flight attendants throughout the process.
Image : A colourful Air Guilin A320 (Picture by Gan Yung Chyan)
In terms of special services, Air Guilin brings the "Guilin flavour" to an altitude of 10,000 feet. The carefully selected Guilin rice noodles, Gongcheng oil tea, monk fruit tea and other authentic Guilin delicacies allow passengers to "taste Guilin before arriving in Guilin" and these are reflected on three Air Guilin's A320 planes. During the summer travel season, intangible cultural heritage drinks such as "Iced Yao Oil Tea and Milk Tea" and "Guishi Brocade Box" containing special snacks such as osmanthus cake will also be launched to make passengers' flight journey full of surprises.
"We hope that through these carefully crafted services, passengers will feel the sincerity and enthusiasm of Air Guilin." Li Lin said, "Every passenger's smile is the best affirmation of our service."
