Thai Airways Launches Sister Carrier THAI Smile: Special Report

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Special Report: Thai Airways launches a sister carrier THAI Smile

BANGKOK: - Thai Airways International Plc (THAI) is organizing the ‘Rak Khun Tao Fah 2012’ event in celebration of its 52nd anniversary. Held during April 27-May 1, the fair is aimed to thank customers for their loyalty to the brand and also to introduce THAI’s new service, THAI Smile.

Presiding over the launch of Rak Khun Tao Fah 2012 at Siam Paragon Shopping Center, Mr Ampon Kittiampon, THAI’s chairman, said THAI Smile will operate its first flight from Bangkok to Macau this coming July.

THAI Smile plans to offer more routes to regional cities, China and India with tickets going on sale late this month.

THAI Smile’s Managing Director Captain Woraneti Lahprabang said that the airline, a sub-brand of THAI, is a business unit that offers customers ‘lighter’ services on short-haul flights. Their tagline is ‘Trendy-Friendly-Worthy’, which the company sees as reflective of the lifestyle of modern-day travelers. THAI passengers can expect meal service, baggage allowance of 20 kgs and mileage collection under the Royal Orchid Plus program.

He added that THAI Smile does not position itself as a low-cost airline but is operating on a low to medium-cost base. The carrier is fundamentally tied in with the mother brand, Thai Airways International.

The upcoming ASEAN Single Aviation Market (SAM) will introduce an open-sky arrangement to the region by 2015. The ASEAN SAM is expected to fully liberalize air travel between its member states, allowing ASEAN to benefit from the growth in air travel around the world and encouraging tourism, trade, investment and service flows between member states.

Captain Woraneti pointed out that the new lower-cost service was partly established in anticipation of increased intra-ASEAN travel in 2015. He noted that with the open-sky policy, a number of airlines will compete for the best services in the regional market. He elaborated that their competitive edge lies in their flexible business model and lower operating cost.

Rak Khun Tao Fah 2012 is also offering special fares to domestic and international destinations as well as Macau tour program promotions.

-- NNT 2012-04-30

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"THAI Smile’s Managing Director Captain Woraneti Lahprabang said that the airline, a sub-brand of THAI, is a business unit that offers customers ‘lighter’ services on short-haul flights. Their tagline is ‘Trendy-Friendly-Worthy’, which the company sees as reflective of the lifestyle of modern-day travelers. THAI passengers can expect meal service, baggage allowance of 20 kgs and mileage collection under the Royal Orchid Plus program.

He added that THAI Smile does not position itself as a low-cost airline but is operating on a low to medium-cost base. The carrier is fundamentally tied in with the mother brand, Thai Airways International"

So why with what must be the huge cost of establishing another arm probably just offering a smile on the side of the metal, not just make the existing services under TG more universal and efficient in the areas indicated.

Doubt they will be able to compete with the likes of Air Asia.