I have top tier status on Thai, Qatar and Emirates, so I can sit in the First Class Lounge in Doha or Dubai and not enjoy a few hours in transit when I want to rest or sleep, so Thai Airways direct to and from London is my choice even if it costs 20% more (Eva Air also OK). Service on Thai is better including in terms of knowing when to serve you or ask, compared to Qatar Airways for example whose staff disturb passengers when the do not disturb sign is on the Q Suite. I don't care about the food and drink. After several thousand flights and about 2,000 on Thai Airways privacy, direct flights, comfortable bed/seat, arrival time, etc are important to me.