This study aims to determine the effects that Klang Valley (Malaysia) consumer preferences in airline industry. The primary data were collected through survey questionnaire for this research purposes. Descriptive research design and convenient sampling is sued to conduct the survey. The obtained data were evaluated for descriptive analysis, reliability analysis, normality test, correlation analysis and regression analysis. Major findings of this research project were discussed in order to understand the affects that Klang Valley (Malaysia) consumer preferences in airline industry. The finding of this study shows that the independent variables such as airline reputation, service quality, environmental concern and especially flight fares have most significant relationship toward the consumer preference of airline transport in Klang valley.