It would be interesting to know how load factors compare with other airlines offering a superior product or lower prices, or more worringly for Thai BOTH. Then the picture would become clearer.

Surely it must be Thai Airways turn to start offering lower fares such as SIA, and all the other airlines, currently it is the turn of Cathay to offer good deals.

I note that Eva, flying newer 777 with newer interiors and wider biz seats direct from LHR-BKK are offering biz class fares for just over 1,000 pounds, half of the price of Thai and direct.

Thai has at least started to reduce their points liabilty in the get one free or half points for redemption and tickets bought, this is a positive for Thai as will help also to fiill the planes.

Now all they need to do and do what all other airlines are doing and that is lowering fares with meaningful offers not just reducing econonomy ticket prices by the value of miles not given on these very restrictive fares. Do not forget not everyone collects the miles only loyal customers, which surely they want to keep.

Another way is to downgrade the classes, as Qantas has done with first class and Thai on scando routes and sell first class seats at biz prices and biz at premium economy prices which would match others in value. Then you will see the planes full of people who, like me, want to be loyal to Thai and prepared to pay SLIGHTLY higher prices but not double!!