Thai Smile Air (subsidiary of Thai Airways International) (Bangkok) will launch operations on July 1 linking Bangkok (Suvarnabhumi) with Macau with Airbus A320s. Four A320s will serve the new subsidiary flying from BKK also to Chiang Mai, Phuket, Kolkata, Jakarta, and Phnom Penh in the first year.
Previously the parent said this about the new brand:
“Thai Airways International Public Company Limited (THAI) will have a light-premium sub-brand, THAI Smile Air.
Responding to the high demand for more price-sensitive segment in short sectors, THAI is launching a “light premium” sub-brand that will service both domestic and international destinations.
In its first year of operations, using Bangkok’s Suvarnabhumi Airport as its main hub, THAI will introduce the sub-brand THAI Smile Air to 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 traveler as well as local traveler, government agents, who wants a relaxed, stylish atmosphere on board without the premium price.
THAI Smile Air light premium service will offer a complimentary meal and drink service, free passenger seat selections, faster check-in procedures, 15-20 kg baggage allowances, and the ability to accrue frequent flyer mileage on both THAI and the Star Alliance network.
Just like THAI, which was rated in 2011 as the world’s 5 th best airline by Skytrax Surveys, “our new sub-brand promises to give passengers high value for a good price,” Woranate said.
By 2013, THAI Smile Air’s fleet of 11 brand new lean 174-seat Airbus A320 planes are expected to fly to neighboring countries—India, China, and most ASEAN member states of Southeast Asia—thereby making these regional destinations that much more accessible, with relative comfort and ease.”
In addition, Thai does not believe the new brand will be a conflict with low-cost subsidiary Nok Air 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.
Image: Thai Airways International. Thai Smile will have its own separate more lively color scheme, based on the parent’s livery.