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Thailands Newest Airline to Launched New Routes
15th Aug 2012
Thailand's newest airline, Thai Smile, will launch two new services from its Phuket hub to Bangkok and Chiang Mai and a new route from its Bangkok hub to Chiang Mai beginning September 16 this year.
Thai Smile will start the service with once-daily return flights from Phuket to Bangkok and Chiang Mai and a two-times daily flights between Bangkok and Chiang Mai.
Neither budget carrier nor full-service airline, Thai Smile is a brand on its own, distinctively called 'light premium' to set itself apart from the competition. Thai International's branding strategy arose from the stiff competition posed by rival airlines across the region.
Airline officials admitted that its pricing scheme follows a solitary path with no true competition in its sector as it is midway between full-service carriers such as Thai Airways and budget carriers such as Air Asia.
The airline made its inaugural service out of Bangkok to Asia's gambling capital, Macau in the early part of August.
Its current fleet is composed of four Airbus A320s as well as small and light aircraft consisting of 12-seater and 16-seater planes for charter flights.
The airline will take delivery of more A320s in the next few years for its expansion program while adding more routes to its network. Thai International has an outstanding order of 47 aircraft which it hopes to increase its total fleet to 141. Whether the 47 aircraft on order is intended for its own use or for Thai Smile is unclear.
Nok Air is another budget airline in which Thai International has a stake but it has opted not to join in its new venture setting up the light premium brand.
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