In the organization in Air Asia X avoid a hierarchy based on rank, age, gender or seniority. In the work place, there a large open office which no closed meeting room and walls. Also CEO or even cabin crew are outside the airline industry. In training flight crews to be client focused and skilled in selling service industry.
Air Asia X not invested in terminal or other non-airplane. Even their own gate relate infrastructure that would increase fixed asset overheads.
X schedule flight are changing day by day that day from fixed flight departure and arrival times. It is difference from tradition flight. Also flight hours X flight around 16 hours every day which average of normal flight in 11 hours per day. It is that other company cannot duplicated. And this utilization model also help X reduce its operating and capital cost. X also launce flat bed seat which is a premium seat in the airplane. Airbus 330 premium seats 12 seats and economy seat are 365. The total is 377 seat which is have more seat more than another airline around 77 seats. The seat in X used a 3-3-3 seating configuration. The normal flight is 2-4-2. X reduce the width of seat but provide more legroom. Due to X try to reduce cost of ticket their separate food, beverage, and baggage weight. Other airline can copy after Air Asia use.
In the website of Air Asia, their also sell ticketing concert and hotel package inside which can add more value for customer to have more comfortable to book for travel.