September 2011: Thai Airways International Public Company Limited (THAI) will have a light-premium sub brand, THAI Smile Air, scheduled to begin its first flights in July 2012.
Responding to the high demand for more price-sensitive segment in short sectors, THAI is launching a “light premium” sub-brand that will service both domestic and international destinations.
“Think of it as a competitive hybrid between premium THAI flights and ultra cheap, low cost airlines like Air Asia and Tiger Airways,” said Woranate Laprabang, Managing Director of THAI Smile Air.
In its first year of operations, using Bangkok’s Suvarnabhumi Airport as its main hub, THAI will introduce the sub-brand THAI Smile Air to replace the main brand in Ubon Ratchathani, Udon Thani, Khon Kaen, Chiang Rai, and Surat Thani.
The main target market for these initial in-country flights will be the young small and
medium business traveller as well as local traveller, government agents, who wants a relaxed, stylish atmosphere on board without the premium price.
THAI Smile Air light premium service will offer a complimentary meal and drink service,
free passenger seat selections, faster check-in procedures, 15-20 kg baggage allowances, and the ability to accrue frequent flyer mileage on both THAI and the Star Alliance network.
Just like THAI, which was rated in 2011 as the world’s 5th best airline by Skytrax Surveys,
“our new sub-brand promises to give passengers high value for a good price,” Woranate said.
By 2013, THAI Smile Air’s fleet of 11 brand new lean 174-seat Airbus A320 planes are expected to fly to neighbouring countries—India, China, and most ASEAN member states of Southeast Asia—thereby making these regional destinations that much more accessible, with relative comfort and ease.
Recruitment drives for a new cabin crew, scheduled for January 2012, will target young, active, and energetic girls with high level of service minded, who are willing to undergo an intensive three-month training program at the newly built THAI Flight Training Academy. Here they will learn skills in client service, in-flight safety, and language etiquette. Special attention will be given to ensure that all flight staff is adept at providing passengers with the “human touch,” including, of course, the traditional Thai smile.
Innovative design plans are already underway for the aircraft logo, flight staff uniforms, and flight cabins.
Managing Director Woranate is confident that in-house competition with low-cost subsidiary Nok Air is not really an issue since Nok Air only flies domestically out of Don Muang airport, while THAI Smile Air passengers will be able to connect to international flights out of Suvarnabhumi Airport. Also, THAI Smile Air will fly to Khon Kaen and Chiang Rai, two destinations not covered by Nok Air.
Promotional campaigns will appear in early 2012 on many Internet sites, including Facebook, as well as on mobile phone, making it much easier to make flight reservations with a click on the latest tech gadget.
Interested passengers should also keep a lookout for membership cards and discount coupons, also coming in early 2012, as the lift-off for this exciting new addition to the THAI gets closer to its inauguration flights in July 2012.
Based in Covent Garden theatre, The Royal Opera House is one of the largest performing arts venues in London. It is home to the Royal Opera, the Royal Ballet and the Orchestra of the Royal Opera House. The building has been rebuilt many times since it was first constructed in 1732, but it is still considered a historical landmark and worth a visit even if you’re not planning to watch any of...
Deutsches Museum This museum is the largest museum of technology and natural sciences in the world. There are a vast number of machines, equipment, models and reconstructions on display ranging from telecommunications to space travel and covering everything else in between. There are a number of interactive exhibits as well and children would love to explore this museum. Museumsinsel 1 ...
This square is the heart of the city of Nice and was built in 1832. Located here is a pedestrian zone lined with shopping places, restaurants and cafes. You can walk around this square admiring the wonderful architecture, fountains and statues. It looks especially amazing in the evening. Also located here is the famous 'Fountain of the Sun'. Massena Square Near Promenade Des Anglais&nbs...
Astor Street is located in the heart of Chicago's Gold Coast district, the city's most opulent neighborhood. It is one of the most expensive addresses in the United States outside New York City. Most of the buildings were built during a sixty year period beginning in the 1880s. Astor Street was named a historic landmark in 1975 for its magnificent architecture. Highlights in...