All about smiles, smiles and smiles! THAI Smile Air to begin operations in July.

By The Nation
Published on September 5, 2011

The "light premium" sub-brand will service both domestic and international destinations.

"Think of it as a competitive hybrid between premium THAI flights and ultra cheap, low-cost airlines like Air Asia and Tiger Airways," said Woranate Laprabang, managing director of THAI Smile Air.

THAI Smile Air will operate from Suvarnabhumi Airport.

The main target market for these initial in-country flights will be the young small and medium business travellers as well as local travellers, 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.

"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.

Recruitment drives for a new cabin crew, scheduled for January 2012, will target young, active, and energetic girls with high level of service minded, who are willing to undergo an intensive three-month training program at the newly built THAI Flight Training Academy. Here they will learn skills in client service, in-flight safety, and language etiquette. Special attention will be given to ensure that all flight staff is adept at providing passengers with the "human touch," including, of course, the traditional Thai smile.

Promotional campaigns will appear in early 2012 on many Internet sites, including Facebook, as well as on mobile phone, making it much easier to make flight reservations with a click on the latest tech gadget. Membership cards and discount coupons will also be available then. 

By The Nation