THAI Overly Ambitious?

[Guest fountainhall]

This week THAI has an ad running in the English press outlining the airline’s new ambitions. It starts –

 

Today, THAI is ready to rise to a new level as –

 

- one of the top 3 carriers in Asia, and

- one of the top 5 in the world in terms of overall customer experience

These are indeed ambitious targets. Some might say they are virtually unattainable – a view with which unfortunately I have to agree.

 

Of the top six carriers in the world given 5-stars as a result of millions of votes in the annual Skytrax surveys, five are already in Asia – Singapore, Cathay Pacific, Asiana, Malaysian and Kingfisher (the sixth is arguably the best of the lot – Qatar). MAS is currently going through financial problems, but the others seem to have hauled themselves out of the international recession much faster than expected.

 

Even if MAS were to drop out and Kingfisher is thought to have too small an international route network, knocking any of the remaining three off their perch is a massive problem. THAI has to start with major improvements to its personnel training and on-board service. Business class glasses that give you a maximum of four mouthfuls of an aperitif and just one of a liqueur - with no refills offered, is ridiculous and hardly international standard! Anyone who has experienced Qatar’s stunning 777 business class service out of Bangkok will know not only that it is unbeatable, but that it is so far ahead of the pack, TG stands no chance of getting anywhere close.

 

And that’s before the requirement to invest a huge amount in the physical elements of its business class cabins – where most airlines' real revenue is generated. THAI has only relatively recently spent a great deal to upgrade some (only some) of its long-range aircraft with angled-flat bed seats. Yet these seats are already way out-of-date, with most competing carriers having already installed full 180-degree flat beds.

 

I’m all for ambition and setting one’s staff a set of goals. But if these are not realistic, they often end up having a negative effect. THAI has a much greater problem than AoT has in meeting its stated goal of getting Suvarnabhumi up to standard to compete with other new regional airports. And TG has to worry not only about existing airlines which beat it hands down. It must continually look over its corporate shoulder at others which are also upgrading in an effort to reach one of these top slots. It will be interesting to see what happens over the next few years.

[Bob]

If Thai Air can keep getting occasional grants from the national treasury, I suppose they can do whatever they want to do; however, but for the public support, they would have been out of business years ago.

 

I like Thai Air and used to fly the airline regularly. But I think it's unfortunately an example of mixing national pride and national money with private commercial business (and that usually spells economic disaster). The Concorde comes to mind there.....

[Guest fountainhall]

Alas, poor Concorde! I only had the chance to fly it once, when I got an upgrade. At Heathrow 15 years ago I was told my flight to JKF was full, and would I mind going on a later flight? About to get uppity about it, I was told the replacement flight would be the Concorde - a later departure but earlier arrival. As calmly and nonchalantly as I could, I said the alternative seemed acceptable!

 

As Bob says, with TG national pride is involved and so the executives have to say what the government wants to hear. But for any regular traveller, especially at the front end of the bus, TG has an uphill battle on its hands. Having now experienced for the first time its new business class product, it is not a patch on many competitors. I may seem to be overreacting re Qatar Airlines, but that airline is now the gold standard as far as I am concerned. A return flight to London in December was just amazing! If I ever have to fly from Bangkok to New York, I will no longer think about Delta, United or any other airline across the Pacific. I will definitely take Qatar across the Atlantic via Doha. Absolutely superb service, gourmet meals, choice of 6 top class wines, amazing video-on-demand, flat-bed seats - and so much space it's almost untrue! And all at a price that is well below most other airlines.

[Guest]

I have flown on Thai Air Business from NYC to BKK and from LA to BKK. I was not impressed with either trip. That said, when I was in NYC and able to fly non-stop, I was OK with the trip. I agree the level of service is not up to any other airline I use for their business class.

 

I have never used Qatar. But, I am going to give it a try. Thanks for the recommendation.

[Jason1988]

Back in the day Thai was up there with Singapore but on my last 2 trips it was a disappointment.

 

If you fly in summer, forget about it. They keep the cabin way too hot.

[Guest buckeroo2]

Back in the day Thai was up there with Singapore but on my last 2 trips it was a disappointment.

 

If you fly in summer, forget about it. They keep the cabin way too hot.

There's a summer up that high?

[Guest GaySacGuy]

I really like Thai Air, but they have priced themselves out of the market for those of us looking for a bargain. There direct flight to LAX is good returning to Thai, but isn't real good going to the US, as you arrive too late in LA to make connections around the country..even just as far as Las Vegas.

 

The service on Thai is a step up from some of the US carriers, but I don't think they are going to be in the top three very soon!!

[Guest fountainhall]

The service on Thai is a step up from some of the US carriers, but I don't think they are going to be in the top three very soon!!

I don't think you've seen a US carrier up there for quite a number of years! Perhaps because of their lower cost base and service culture, I reckon Asian carriers will continue to dominate for some time. But relative newbies from the Middle East and India, like Qatar, Etihad and Kingfisher, are not only giving Asian carriers a run for their money, they are doing so with fares that are well below their older competitors.

[Guest travelerjim]

I have never flown Thai internationally...

doubt if I ever will.

 

From all accounts, it is sub-par in service,

and higher in airfares.

 

A far cry from what it used to be.

 

Too politicized for its own good.

The management does not really have the power to make

prudent business decisions.

 

I will be surprised if that will change,

with their newly installed management team,

but one only can hope they can implement the changes necessary.

 

Thai was losing hundreds of millions of Thai baht to keep the

non-stop JFK-BKK and LAX-BKK routes in the air. They would not

drop them completely for fear of "losing face".

 

And, many have posted before on forums of having to give up

their paid business class or first class seat to a government

official or their friends who have free tickets.

Not a good way to run an airline.

 

tj

[Guest GaySacGuy]

I have never flown Thai internationally...

doubt if I ever will.

 

From all accounts, it is sub-par in service,

and higher in airfares.

tj

 

Thai may be sub-par in service as compared to other Asian airlines, but it has most US carriers beat all to hell. Having been flying United lately, I wish for the level of service I received in Thai.

 

But Thai just keeps the prices going up, so doesn't look like I will be flying it very soon.

[Guest]

Thai may be sub-par in service as compared to other Asian airlines, but it has most US carriers beat all to hell. Having been flying United lately, I wish for the level of service I received in Thai.

 

But Thai just keeps the prices going up, so doesn't look like I will be flying it very soon.

 

I would agree with you if you are talking economy class. But, if you are talking Business class, I disagree. Thai does well with the economy and the attendants smile and are very sweet and helpful. They are the same in business class. But, the seats are not as comfortable, the food is not at good and the offerings are not as vast. IMHO, Thai business class is similar to USA domestic Business and not a real Business class service.

 

The rates for Thai airways keep going up. They use to be a great deal. Now the suck.

[Jason1988]

There's a summer up that high?

 

No silly, they keep the cabin hot to please their Thai passengers.

[Guest travelerjim]

No silly, they keep the cabin hot to please their Thai passengers.

 

LOL

[Guest GaySacGuy]

I don't remember ever being too warm during the flight...a few times at gates and such...but I sure do remember several times being way too cold...and I like it cold!!