Thai Airways new President discovers the essence of “Thainess”

Talking to a reporter of the Nation Daily newspaper in Bangkok, Thai Airways new president Sorajak Kasemsuvan discovers that 'Thainess' is a major asset for Thailand’s national carrier…

BANGKOK- Call it genuineness, innocence? In an interview with the Nation newspaper published on Monday, Thai Airways new President Sorajak Kasemsuvan discovered that emphasizing the Thai way of life at Thai Airways international would win back travellers’ hearts as it would give a stronger identity to the carrier and create a difference with other airlines.

The idea is not new and for decades, Thai Airways International played the role of an Ambassador of Thai culture by bringing the best of the kingdom to the rest of the world…

But over the years, this pretention of incarnating the Thai way of life has disappeared –except maybe to premium passengers, while the airline’s ranking felt behind other carriers in Asia.
The core of the problem has been the lack of modernization of the in-flight product and a not-always-service-minded flying staff. The legendary ‘Thai Smile’ turned very much into a true legend at the carrier with ageing flight attendants caring more about their shopping spree on their way to London or Paris than to passengers’ needs on board. Thai passengers have also complained regularly about insidious discrimination from flying staff during the in-flight service. Western passengers generally tend to get more attention than their Thai fellow travellers. And this is especially true if Thai do not look affluent or are dark-skinned…

But it will all change promised Mr. Kasemsuvan to the Nation newspaper Chairman. “I don’t care what THAI’s ranking will be. During my term, I want it to be one of the most popular airlines, to be the airline that represents Thailand and the airline that is the best ambassador for Thailand,” he said during the interview. Some cabin crews are now trained to provide the “Thai smile” (!) ” it was said in the article as the new President promises that all passengers will be “treated like our relatives regardless of their nationalities…

‘Thainess’ will be implemented more through menus, uniforms and services. The image strengthening will help to win back customers and eventually gain market shares over the competition.

‘Thainess quality’ will be the new Thai Airways reference with improved food ( a panel of Thai Chefs and jet-set personalities (sic!) will look at menus and come with more authentic flavours –especially for premium class passengers. The Mandarin Oriental Bangkok has been approached to come up with a monthly signature dish as well.

Uniforms will also be restyled by using unique local fabrics. Internationally-acclaimed Thai designer Thakoon Panichgul would be contracted to turn traditional Thai fabrics into new uniforms. Other marks of ‘Thainess’ will be traditional massage for first class passengers on the Airbus A380 on long-haul destinations to Europe or Australia; the presentation and use of Thai best products, rewarded with the OTOP logo by Thailand’s Ministry of Commerce. THAI Shops, which may feature quality corporate premiums, will be opened at all major airports in Thailand.
In TG forecast last month, margins were likely to be 0.6 per cent this year, before rising to 1.1 per cent next year. With 17 new aircraft to be delivered next year, Thailand’s national carrier is expected to raise revenue to over Bt220 billion and earn Bt5-6 billion, against a net loss of Bt10 billion in 2011 and net profit of Bt15 billion in 2010.

(Source : the Nation)

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Luc Citrinot

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Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.