And in the dogfight for the Australian skies, the low-cost carriers are holding nothing back.
Lismore couple Darren and Julie-Anne Foster found themselves flush with friends after Julie-Anne entered a competition on Facebook and won an all expenses paid trip to Malaysia with Air Asia for her and 250 friends.
According to Air Asia, giving away an entire plane at an expense of more than a quarter of a million dollars was money well spent.More stories from Today Tonight
The low-cost carrier has spent hundreds of millions invading the Australian skies, and according to CEO Azran Osman-Rani they see Australia as a big growth market.
"Precisely because it has that unique two-way traffic, and so it is very attractive. There are other airlines out there that are also in the game who see the opportunity, and it's going to be a tough slog," he said.
"Over the next two years we are planning to double our size, fleet capacity and route network. Yet we still intend to maintain Australia at that 30 per cent level, which means we're going to double our presence, doubling down on Australia over the next three years."
Last week the airline celebrated its fifth anniversary in Australia - their presence proving to be a win-win: record low airfares for passengers going out, and billions of dollars for the local tourism industry from Asia's emerging middle class coming in.
"With flights now increasingly becoming more affordable, South East Asia alone has 600 million people, 200 million of which are urban, middle class, and with high aspirations to go international," Osman-Rani said.
"Australia offers a unique backdrop of amazing natural scenery. You don't have to go to Europe anymore, and Australia is right in your backyard."
This reporter is on Twitter at @NDoorley
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