Malaysia Airlines could let business class passengers reduce their fare by opting out of lounge access and frequent flyer miles.
Also on the cards: easier ways to book a single itinerary with mixed travel classes, such as business and economy on different flights.
Newly-minted Malaysia Airlines CEO Christoph Mueller tipped the new "pick'n'mix" scheme on the sidelines of this week's International Air Transport Association meeting in Miami.
"Customers might book a business-class seat, but opt out of the miles or lounge access," Mueller tells Aviation Week.
"Or they could take a day flight in economy to Australia and return in business overnight."
"We want to go modular so that people can build their own product," Müller explains, although this would require a new IT system because "our current systems cannot deliver that."
Müller has previously outlined investment in IT as a cornerstone in his 'reboot' of the troubled airline, which will include adopting a new name from September 1st, cutting unprofitable routes and selling or leasing two of its near-new Airbus A380s.
Malaysia Airlines has racked up debts approaching $1.5 billion since 2011, with a dire situation worsened by last year's twin tragedies of the disappearance of flight MH370 and the shooting down of MH17.
The airline was nationalised in late 2014 by Malaysia's government-owned investment arm Khazanah Nasional, which has pledged a A$2 billion injection to fund the dramatic restructure aimed at returning the airline to profitability by 2017.
Earlier this month Mueller confirmed to Australian Business Traveller that the airline would upgrade its Airbus A330 and Boeing 777 jets with new business class seats which he described as "a world-class leading lie-flat seat (with) very large dimensions, and be positioned above the industry standard for business class."
Mueller also revealed that some of the airline's Golden Lounge airport lounges around the world will close, but those which remain open – including its flagship lounges at Kuala Lumpur, plus London Heathrow and Melbourne – will receive a much-needed upgrade.
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