FIREFLY, the latest airline to fly the booming Singapore-Malaysia route, has been careful not to associate itself too closely with the low-cost carriers that have preceded it.

Speaking at a welcome ceremony for the airline at Changi Airport’s Budget Terminal last week, its managing director Eddy Leong noted that Firefly is not actually a ‘budget airline’.

This even though it is offering a promotion one way fare of $31 all in for its Malaysian destinations, and is only the third airline to be based at the Budget Terminal.

Mr Leong pointed out that Firefly offers all the services of a full-cost carrier - free baggage allowance of up to 20 kg, and complimentary in-flight refreshments.

He even joked that Firefly does not charge its passengers to board the aircraft, a reference to the numerous ancillary charges - such as for baggage or refreshments - that low-cost airlines typically impose. Instead, the Malaysia Airlines subsidiary prefers to be known as a ‘community airline’ - whatever that may mean.

Firely is likely mindful of the negative connotations typically associated with budget airlines, also known as discount or no-frills airlines. These stem from numerous complaints about anything and everything: flight delays, an inability to reach the airline by phone, the length of time needed to obtain a refund, and poor customer service in general.

Figures from CASE show that the number of complaints against low-cost airlines have risen to 108 just within the first six months of this year, compared with 157 for the whole of 2008.

Many readers have also written to The Straits Times Forum about their experiences, with one even concluding: “Ever notice that the budget airlines never promote their ‘service’? That's because it's not part of the bargain.”

Many agree that you get what you pay for. But as someone once pointed out, every paying customer is entitled to a minimum level of service.

It remains to be seen whether the so-called community airline will serve its community better than the likes of Tiger, Jetstar or Air Asia. Nevertheless, it is well-placed to take full advantage of the traffic between Singapore and Malaysia, and the consistent demand for the services of budget airlines.

Official statistics show that Malaysia received almost 11 million visitors from the Republic last year. But only some 3 per cent of them travelled by air, with the vast majority crossing by land.

Acting Director General of Tourism Malaysia Amirrudin Abu, expressed hopes that the expansion of air services would help lessen the congestion at Johor Bahru.

Be that as it may, we should also hope that Firefly and its competitors will provide the right level of service.