THAI Smile Air to launch in July
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Woranate Laprabang, Managing Director of THAI Smile Air
THAI Smile Air, the light-premium subsidiary of Thai International Airways (THAI), is scheduled to begin services in July 2012. The new brand is designed to act as “a competitive hybrid between premium THAI flights and ultra cheap, low-cost airlines like Air Asia and Tiger Airways”.
In its first year of operations, THAI Smile Air will replace the THAI services to Ubon Ratchathani, Udon Thani, Khon Kaen, Chiang Rai, and Surat Thani, from its Bangkok base at Suvarnabhumi. By 2013, the carrier’s fleet of 11 new 174-seat Airbus A320s are expected to fly to regional destinations in India, China, and most Asean member states.
The light premium service will offer a complimentary meal and drink service, free passenger seat selections, faster check-in procedures, 15-20kg baggage allowances, and frequent flyer mileage rewards on both THAI and the Star Alliance network.
The target market includes young small and medium business travellers as well as local travellers and government agents who want a stylish atmosphere on board without the premium price.
Recruitment drives for a new cabin crew, scheduled for January 2012, will target young, active girls who will then undergo an intensive three-month training programme at the THAI Flight Training Academy.
Woranate Laprabang, Managing Director of THAI Smile Air, 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.
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