Regional air travel is entering a new era of luxury and exclusivity with Berjaya Air taking delivery of the world’s first ATR 72-600 aircraft featuring the new ATR HighLine “All-Business Class” cabin configuration.
The arrival of the aircraft in Kuala Lumpur marks not only a milestone for the Malaysian carrier, but also a significant development for the global regional aviation and aircraft interiors industry. As airlines increasingly look for differentiated passenger experiences beyond traditional narrow-body premium cabins, ATR’s latest HighLine concept demonstrates how regional turboprop aircraft can also enter the luxury travel segment.
The aircraft is the first ATR 72-600 to join Berjaya Air’s fleet and serves as the launch platform for ATR’s newest premium interior offering.
Bringing private jet comfort to regional airlines
What makes the ATR HighLine concept stand out is its attempt to blur the line between commercial regional flying and private aviation comfort.
The aircraft features an exclusive 26-seat all-business class layout in a spacious 1-by-1 configuration, ensuring every passenger receives direct aisle access and uninterrupted window views. Unlike traditional regional aircraft cabins where space efficiency often dominates interior planning, the HighLine concept focuses heavily on personal comfort, openness and premium aesthetics.
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The cabin is equipped with handcrafted ETEREA seats developed by Geven, offering one of the widest seating experiences ever installed on an ATR platform. Each seat also includes a dedicated personal side console with integrated storage space, further enhancing passenger privacy and comfort.
The overall interior experience has been intentionally designed to emulate the atmosphere of large private business jets rather than conventional regional airliners.
Executive-Style Cabin design creates spacious feel
One of the most visually distinctive aspects of the new cabin is its executive-style ceiling architecture.
Traditional overhead storage bins have been replaced with sleek side valence panels, opening up the cabin considerably and allowing more natural light to flow through the interior. The result is a brighter, more spacious cabin environment rarely associated with turboprop operations.
The design philosophy reflects a growing trend within the aircraft interiors market where airlines are increasingly investing in emotional passenger experience, premium aesthetics and personalized travel environments rather than simply focusing on seat density.
For regional airlines targeting luxury leisure routes and premium tourism markets, such cabin concepts could become increasingly attractive over the coming years.
Luxury meets operational efficiency
While the aircraft focuses heavily on passenger comfort, ATR has also positioned the HighLine concept around operational sustainability and efficiency.
The ATR 72-600 remains one of the aviation industry’s most fuel-efficient regional aircraft platforms, allowing operators to combine lower emissions and operating costs with elevated passenger experiences.
This balance between luxury and efficiency could become particularly relevant as airlines seek more sustainable premium travel models while maintaining profitability on shorter regional routes.
The aircraft recently received certification from both European Union Aviation Safety Agency and Malaysian aviation authorities, clearing the way for global commercial operations.
Berjaya Air’s Premium Expansion Strategy
Berjaya Air plans to begin commercial operations with the aircraft shortly, initially deploying it on a new route between Subang and Koh Samui before gradually expanding services across Malaysia, Thailand, Vietnam and Indonesia.
The airline is positioning the aircraft as part of its broader “affordable luxury” strategy, targeting high-end leisure travellers and seamless connectivity to the Berjaya Group’s growing hospitality and resort portfolio, including destinations such as Langkawi and Redang Island.
In addition to scheduled services, the aircraft will also support charter operations across the Asia-Pacific region.
According to Berjaya Property Berhad Group CEO Syed Ali Shahul Hameed, the aircraft represents an important milestone in the airline’s transformation strategy, helping deliver a premium hospitality-focused travel experience while maintaining operational efficiency.
For ATR, the HighLine programme signals the growing versatility of regional aircraft platforms beyond traditional short-haul commercial operations.
ATR Chief Executive Officer Nathalie Tarnaud Laude noted that the new cabin collection demonstrates how the ATR platform can adapt to evolving market expectations while preserving its core strengths of efficiency, reliability and operational flexibility.
As passenger expectations continue evolving globally, the success of premium regional concepts such as ATR HighLine may encourage more airlines to rethink how regional air travel is designed and experienced.
Berjaya Air is expected to receive a second ATR 72-600 in the same all-business class configuration later this year, further reinforcing its ambitions within the premium regional travel market.
