Nok Air Sets Higher Price Tag For Prime Seats

6th Aug 2015

For up to 300 baht, passengers traveling via Nok Air may choose to be seated at the aircraft's rows one to five which have more legroom. Those adjacent to exit doorways are likewise considered choice seats thus, they also command higher price tag.

Setting a higher price tag for prime aircraft seats has been AirAsia's practice for almost six years now. Right now it charges 70 to 400 baht for seats under this category.

In the past, Nok Air charged uniform pricing for all aircraft seats, whether they be prime or regular.

But now it has changed its course, raising prices for prime seats to 240 baht applicable to row 31 (A, B, and C) and rows 32 to 35. A higher price of 300 baht is set for row 31 (H, J, and K) and rows 44 to 45. Prices are VAT-inclusive.

The airline has made it easier for passengers to recognise its prime seats. Unlike regular ones which are all black, prime seats have yellow headrest covering.

Using colors to differentiate regular from prime was also implemented by AirAsia back in 2009 when it announced its hot-seat programme.

Nok Air's current fleet consist mainly of Boeing 737NGs. Each of these aircrafts have more than 40 prime seats by design.

According to Patee Sarasin, CEO of Nok Air, differentiating a prime seat from regular one brings added convenience to Nok Air patrons.

While the CEO sees it as a passenger-focused improvement in service, industry experts believe it is more of a revenue-generating scheme. The strong competition among low-cost carriers (LCC) have pushed players to seek innovative ways to raise profit margins.

One observer commented that Nok Air has espoused AirAsia's hot-seat programme, seeing that it worked well for its fellow LCC. However, unlike AirAsia, Nok Air doesn't charge a premium on passengers who wish to choose their own seats from among the regular ones.

Other LCCs seem to have no plans yet of following AirAsia and Nok Air's move.

Budget carrier Thai Lion Air continues to charge uniform pricing for its aircraft seats. However, it gives priority to expectant mothers, PWDs, monks, and others with special needs by reserving the first two rows of the aircraft for said groups.

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