Guests can make reservations in a combination of ways. In August 2003, AirAsia became the first airline in the world to introduce SMS booking whereby guests can now book their seats, check flight schedules and get the latest updates on AirAsia promotions from the convenience of their mobile phones . AirAsia recently introduced GO Holiday, the airline's online program where guests can book holiday packages online in real time. (Temporal, 2006) Frequent Flights AirAsia's high frequency service ensures guest convenience. The airline operates rapid turnaround times of 25 minutes, which are the fastest in the region, resulting in high aircraft utilization, lower costs and increased airline and staff productivity. National call centerLaunched in April 2002, the call AirAsia's national center in Kelana Square is now fully equipped with 180 telephone lines providing guests with convenient telephone booking services. In this way, the customer can make a call when they are facing an issue such as itinerary booking/receipt issue. The call center currently receives an average of 6,000 calls