The Walshe Group has expanded its 28-year relationship with Lufthansa Group after being appointed General Sales Agent (GSA) for Malaysia and Brunei, extending a partnership that already covers Australia and New Zealand.
The appointment comes ahead of Lufthansa’s launch of nonstop flights between Kuala Lumpur and Frankfurt in October 2026 and gives The Walshe Group a broader role in supporting the airline group’s sales and trade engagement across Asia Pacific.
New Kuala Lumpur–Frankfurt service
Lufthansa’s new Kuala Lumpur–Frankfurt route will operate five times weekly using Boeing 787-9 aircraft, providing direct connectivity between Malaysia and Germany alongside onward connections through the airline’s Frankfurt hub.
The Walshe Group will support the route launch while building awareness of Lufthansa Group’s wider European network among travel trade and corporate partners in Malaysia and Brunei.
Jacqui Walshe, CEO and Managing Director of The Walshe Group, said the expanded partnership would allow the company to deliver a more coordinated regional sales approach.
“As Lufthansa Group prepares to launch services between Kuala Lumpur and Frankfurt, we see a strong opportunity to support the market with local expertise, regional consistency and close alignment across Australia and Malaysia,” Walshe said.
Trade engagement expands across Southeast Asia
Under the new remit, The Walshe Group will manage trade relationships, corporate and travel management company engagement, consolidator partnerships, account management, local market activity and commercial development in Malaysia and Brunei.
A newly appointed Account Manager will lead the local sales team, with the appointment also creating greater alignment between Australia and Malaysia, two markets covered by the Singapore Airlines joint venture.
Long-standing aviation partnership grows
The expansion builds on almost three decades of cooperation between Lufthansa Group and The Walshe Group. The Australian-founded representation company is marking its 50th anniversary in 2026 and works with airline, tourism and travel brands across the region.
For the travel trade, the expanded representation provides Lufthansa Group with additional local sales support as it builds its Southeast Asian network and prepares to establish the new direct link between Kuala Lumpur and Frankfurt.
