This report aims to demonstrate critical research findings on outbound sector of airline industry, which is used to analyze consumer’s behavior and factors involving their purchasing decision, in order to develop a segment profile for new sector potential targeted group AirAsia airline. The segmentation process and strategies are justified by segmentation criteria measuring the feasibility of the market growth and consumer’s spending tendencies. The methodology used to conduct the research is identified, as well as the research limitations and recommendations for the future steps are also included.