Media veteran Sorajak Kasemsuvan set out in his new job as president of Thai Airways International (THAI) yesterday by highlighting how a touch of Thainess can enhance the struggling flag carrier's declining market position.
New Thai Airways International president Sorajak Kasemsuvan poses against the backdrop of THAI’s A380 superjumbo, which just joined its fleet recently. Though he was light on details, Dr Sorajak believes blending Thai cuisine, Otop silk fabrics and courteous service into THAI’s offerings will differentiate the airline and halt its spluttering performance. THITI WANNAMONTHA
Dr Sorajak, 57, said branding is an important element if THAI is to increase revenue, weathering a difficult operating environment and competing with cash-rich Middle East carriers.
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