Nok Air has begun imposing a premium surcharge on popular seats with slightly more legroom.
The SET-listed low-cost carrier (LCC) now makes passengers wanting to sit in the first five rows or the two rows by the emergency exits over the wings pay up to 300 baht a seat inclusive of value-added tax.
Nok Air, in operation for 11 years, has thus embraced AirAsia's concept of "hot seats" introduced in 2009.
The new premium seats are distinguished from the regular black ones by yellow covers slipped over the headrests, much in the same style as AirAsia's red hot-seat covers.
Nok Air's 189-seat Boeing 737-800s carry 42 premium seats each — the same number as on AirAsia's 180-seat Airbus 320s.
Two different surcharges are levied by Nok Air: 300 baht for seats 31H, 31J and 31K and all seats in rows 44-45; and 240 baht for seats 31A, 31B, 31C and rows 32-35.
That is less complex than AirAsia's system, which features four tiers of surcharges — a maximum of 400 baht, followed by 350 baht, 100 baht and 70 baht.
Nok Air chief executive Patee Sarasin called introduction of the premium seats an improvement in onboard service "that makes our passengers feel more comfortable".
But industry observers said the premium-seat concept reflected a greater need for the airline to boost its revenue and meagre profit margin in the highly competitive LCC market environment.
"They must have looked at various means successfully adopted by AirAsia to strengthen ancillary revenue beyond fares and decided to take onboard the hot-seat model,'' one said.
Nok Air previously allowed passengers to pick these more convenient seats at no extra charge.
The airline still allows passenger to select other, regular seats at no charge — a practice that AirAsia charges for.
Thai Lion Air, another major LCC, does not have the premium-seat concept for its 215-seat B737-900ER aeroplanes, although it does reserve the front two rows for passengers with a disability or pregnancy, Buddhist monks and those requiring assistance.
NOK shares closed yesterday on the SET at 9.10 baht, down five satang, in trade worth 10.5 million baht.