report: Thai Airways will Embark on Major overhaul
Here'a an article from today's "Bangkok Post" newspaper (Mon. Sept 6, 04)
RETURN TO GLORY DAYS
Thai Airways embarks on an extensive image overhaul Story by BOONSONG KOSITCHOTETHANA
Thai Airways International is continuing to move forward with its ambitious 100-billion-baht overhaul aimed at turning the 44-year-old flag carrier into a "first choice carrier with touches of Thailand".
The airline hopes the renovations will help bring back the glory days when it enjoyed a reputation as one of the world's most admired carriers and stem growing competition from foreign carriers as well as new low-cost airlines.
Sleeping services for premium customers are to be revamped, through the launch of next-generation planes such as the superjumbo Airbus A380, with state-of-the-art seats and inflight amenities. Existing jets will also be retrofitted and modernised, with a new corporate identity and revised logo, eye-catching new aircraft exteriors and new uniforms for cabin attendants.
New features intended to set THAI apart from rivals, such as airborne spa/massage services by professional masseurs for premium passengers on inter-continental flights, are also on the drawing board.
An artist's illustration (top) shows one of the new-look aircraft exteriors being considered by THAI executives. A picture released by Airbus (above) shows the existing THAI livery on the exterior of an A380. New first-class seats (middle) will be convertible to flat beds.
THAI is in a good position to make significant changes, now that the company has cleaned up its balance sheet and dealt with disunity among the staff, according to chairman Thanong Bidaya.
Recent benchmarking conducted by the independent aviation consultancy Skytrax ranked THAI's inflight entertainment in business class in 48th place among international airlines, with seating standards a disappointing 61st. Its first-class service ranked 16th in terms of inflight entertainment and 13th for seating.
On the plus side, the same survey ranked THAI's cabin staff number one in first class and fourth in business class.
All of the major changes including a new corporate identity will be visible to the public on March 28 next year [2005] when the first THAI aircraft to incorporate the revised features _ a long-range Airbus A340-600 _ is introduced at Don Muang International Airport.
The entire fleet of 14 wide-bodied jets that THAI's board recently decided to acquire at a cost of about 96 billion baht under its 10-year plan will incorporate all the new features. The fleet consists of six Airbus A380 double-decker jets, one A340-500, one A340-600 and six Boeing 777-200 ERs.
In addition, eight new Airbuses _ three A340-500s and five A340-600s _ previously ordered and now in production, will also bear the new look.
Existing airplanes _ nine B747-400s and six B777-300s _ will be systematically retrofitted with new inflight entertainment and seats beginning in January.
New corporate identify. A revised logo featuring the purple jumpee (Michelia longifolia), an Oriental fragrant flower, will be introduced with a three-dimensional touch to give it a vibrant and more distinctive look and mark the new era, said Mr Thanong.
The original logo has been the airline's trademark since 1974.
New aircraft livery. New THAI aircraft will feature a new colour scheme _ most likely multi-coloured lines with a flair of sophistication and modernity _ a far cry from the present _ with purple lines running on both sides of the fuselage and the large jumpee on the tail.
THAI senior executives are in the final phase of considering the colours and lines for the new aircraft exteriors.
Seats and inflight entertainment. State-of-the-art inflight entertainment that is standard on many top carriers will replace the ageing systems now on THAI aircraft, which have faced a lot of criticism from premium passengers.
Seats in all the three classes _ first, business and economy _ will be replaced by new ones that are more comfortable and wider with a greater reclining angle and pitch.
There will be fewer seats in first class (10 in the new version against 14 now on a B747-400) and they can turned into flat beds, with 10.4-inch personal screens, video on demand and laptop power ports.
New uniforms. THAI has hired Pichitra Raksajit Boonyarataphan, a leading model and designer, to devise new designs for the airline's flight attendants. Mr Thanong said the new uniforms will continue to have purple and pink tones. THAI, which by 2009 will have a fleet of 100 aircraft, up from 83 at present, will be an airline the country can be proud of, he said.
Very good to hear, keep it up Thai! They have an excellent reputation of cabin staff in all classes. The only thing that let them down was the seating in Premium cabin!
Programs: SQ PPS Solitaire, AC Super Elite, AA Executive Platinum, CX Invitation
Posts: 18
Many airlines (including Singapore Airlines) does not take Skytrax seriously. Recently, I spoke to their product development department when I was asked to take part in their focus group session in New York and I asked the person incharge at SQ's FutureWorks (SIA's product development department) about Skytrax and the guy told me "They are Rubbish". He went on to say that they get sponsorships from other airlines, notably MH and EK and gives them special awards.
I dont know Skytrax, but the table in the article seems to be accurate according to my own personal experience (in comparing with a range of other airlines)......i.e., seats and in-flight entertainment systems are outdated and below the market leaders, but service and food (especially in First, yum) are top notch
Seating TG ranked 13th in First and 61st in Business
IFE TG ranked 16th in First and 48th in Business
Catering TG ranked 3rd in First and 22nd in Business
Cabin Crew TG ranked 1st in First and 4th in Business
Programs: TG ROP Gold, OZ Diamond, CX MPC Silver, PC Gold
Posts: 916
Extracts from Interview with President, THAI
Source: Business Traveller (Asia Pacific) - Sept 2004
This is an extract of the interview with Kanok Abhiradee, President of THAI Airways.
"Regular clients like our personal service but are concerned somewhat about our seats. While our interiors are spotless, I admit that most of our aircraft are old. But by January 1, we'll be sending them for upgrading."
Many airlines (including Singapore Airlines) does not take Skytrax seriously. Recently, I spoke to their product development department when I was asked to take part in their focus group session in New York and I asked the person incharge at SQ's FutureWorks (SIA's product development department) about Skytrax and the guy told me "They are Rubbish". He went on to say that they get sponsorships from other airlines, notably MH and EK and gives them special awards.
I can understand the skepticism. It struck me as weird that they excluded SQ from their list of "Preferred Airlines from Europe to Asia", when airlines like CX, TG and MH make the list. That said, if TG *does* upgrade its seating and IFE, I just might try them on my flights to Asia, rather than keep using SQ. I was going to wait until the opening of the new airport as well, but I read that there is now a 12- to 18-month delay in its opening.
TG crew first in first class and fourth and business. That is a good joke. Sadly in my experience they might scrape the top 10.
I really do hope the cabin upgrades happen - I have seen so many press reports on the subject and so little action.
Just curious, who would you rank above TG in crew (besides SQ and CX)? I've always had very pleasant experiences with TG crew (and also SQ and CX crew)....I've tried more than a few others too....just wondering which other ones I should try (if I get the chance).
Trajan - 2 airlines that spring to mind straight away are NZ and NH. Consistently excellent service from both. TG do have some great crew, but most of my experiences are largely indifferent.
BA, OS and LH (in a premium cabin) have all been generally better in my experience too.
Trajan - 2 airlines that spring to mind straight away are NZ and NH. Consistently excellent service from both. TG do have some great crew, but most of my experiences are largely indifferent.
BA, OS and LH (in a premium cabin) have all been generally better in my experience too.
OK thanks Swanhunter...when I get a chance I'll try NZ and NH....
However, I have to respectfully disagree about LH (at least in my experience).... during the first half of this year I tried them 4 times, 2 business class, 2 first class....My experience (especially in first class cabin) was directly inverse to my experience on TG, really nice seats, but poor service (I always get the feeling that they just want to get it over with and curt so they can go relax and gossip in the back (which they did in loud German by the way)...lots more...I wont go into here...but one thing that surprised me was that 2 attendents sat in the first class seats behind me when we were taking off?? This is the first time I encountered this....I asked for socks and one curiously hostile older frau actually bluntly refused because it was only Manila to Bangkok?? Sock are in the kits downstairs in Business class on the same flight I avoid LH if I have a choice.....
In business, I had to actually convince a male attendant to please bring me a blanket (I had a cold....and the air con was way up), he countered twice that we will soon turn down the air so a blanket is not necessary??? geesh
Trajan - 2 airlines that spring to mind straight away are NZ and NH. Consistently excellent service from both. TG do have some great crew, but most of my experiences are largely indifferent.
BA, OS and LH (in a premium cabin) have all been generally better in my experience too.
BA
The business and first seats are exelent !
But service , food and crew frindlyness they have never heard about! I would place all Asian airlines ( TG,SQ,CX,NH,JL,MH ) over them !
BA
The business and first seats are exelent !
But service , food and crew frindlyness they have never heard about! I would place all Asian airlines ( TG,SQ,CX,NH,JL,MH ) over them !
Food I would agree - but overall I find BA to be pretty good. That said they do have some bad crews, way more than they should.
Trajan - sorry to hear about your bad experiences on LH. I had 2 F class flights last month and was very happy with the service.
At the end of the day, it does come down to personal preference in service style and luck with crews.
Trajan - sorry to hear about your bad experiences on LH. I had 2 F class flights last month and was very happy with the service.
At the end of the day, it does come down to personal preference in service style and luck with crews.
Thanks Swanhunter, yes I very much agree that it comes down to personal preference in service style and luck of the draw with respect to certain members of the crew. Oddly on one LH flight before last Christmas I had the very good luck of having Thai attendants in the nose part (downstairs of a B747) in business class and I enjoyed my LH trip VERY much. Smiles and a genuine feeling of welcome and prompt very pleasant responses to all requests.
I guess if my German was very fluent (and if my style was one of generally valuing brusque efficiency and curtness above all else) I would feel differently about LH, but LH is an international airline, not a domestic one .
I would imagine that's why TG, SQ and CX and other Asian airlines fare very well on crew ratings above other airlines on a worldwide survey basis and above the airlines that you mentioned. But, I will definitely try NZ and NH the first chance I get on your recommendation
That is a good joke. Sadly in my experience they might scrape the top 10.
I avoid LH if I have a choice.....
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