THAI Airways has confirmed that it will launch a ‘light-premium sub-brand’, Thai Smile Air, in July 2012.
Responding to the high demand for more price-sensitive options in the short-haul sector, the new 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,” 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 Smile Air will 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 travellers and government agents who want a relaxed, stylish atmosphere on board without the premium price.
The carrier will offer a complimentary meal and drink service, free passenger seat selections, faster check-in procedures, 15- to 20-kg baggage allowances and the ability to accrue frequent flyer mileage on both Thai and the Star Alliance network.
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 in Southeast Asia—thereby making these regional destinations that much more accessible, with relative comfort and ease.
Woranate is confident that in-house competition with low-cost subsidiary Nok Air is not 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.