Thai Smile has initiated moves to shed its image as a budget carrier for the realm of full-service operator.
The wholly-owned subsidiary of flag carrier Thai Airways International (THAI) yesterday rolled out a major brand revamp to accentuate its premium status above no-frills low-cost carriers (LCCs).
Heralding the transformation is the launch of the so-called "3S" strategy, which aims to offer a "premium travel experience" with enhanced services.
3S stands for Smart, Sabai (convenience in Thai) and Smile, which it regards as new operating magnets to attract travellers on its "new journey".
The concept comes with the introduction today on Thai Smile aircraft of new uniforms for all-female cabin attendants by Thai designer Milin Yuvacharuskul, known for her "MILIN" fashion brand.
Yesterday's roll-out was also highlighted by an announcement by chairman Kanit Sangsubhan that the airline would be able to "stand on its own feet by this year-end" after running at a loss since its inception in 2012.
In an interview with the Bangkok Post, Charamporn Jotikasthira, president of THAI and a member of the Thai Smile board, said the airline is operating at a break-even point and should be able to declare profit by the year-end and next year.
With the makeover, Thai Smile is trying to distinguish itself from the horde of budget airlines in Thailand, positioning itself midway between premium airlines and no-frills airlines with the tagline "trendy, friendly and worthy".
Thai Smile executives point out that the airline's average ticket price is only 10% higher than those of LCCs like AirAsia, but all the perks typically offered by legacy airlines such as meals, baggage allowance and mileage accumulation come with no extra charges.
Contrary to the industry's perception, Mr Charamporn said Thai Smile had never regarded itself as a no-frills carrier nor as a competitor of LCCs, and therefore had not deviated from its original concept.
Thai Smile is benchmarking itself with European airlines operating intra-Europe routes such as Lufthansa's Germanwings, which emphasises values, said the THAI president.
However, on the home front, Thai Smile executives see Bangkok Airways as a direct competitor.
Thai Smile does not compete with THAI, Mr Charmporn insisted, but rather that they complement each other in terms of operating on particular domestic or regional routes with a one- to three-hour flight footprint, which Thai Smile covers.
THAI has a different operating role, flying medium to long-haul routes.
Thai Smile now operates 13 A320 jets and its fleet, all A320s, will grow to 20 by the first quarter of next year.