Thai AirAsia (TAA) reckons it is unable to conduct its ticket sales entirely online as do most budget airlines.
The country's largest low-cost carrier, which has embraced technology across its operations, still sees offline as an important distribution channel that must be retained in the digital age.
Some 80% of TAA's ticket sales are made online, but 20% are offline through counter sales at TAA's own ticket offices, agents and points of sale such as counter services located at ubiquitous 7-Eleven stores nationwide.
Santisuk Klongchaiya, director of commercial sales at TAA, said offline ticket sales have remained at 20% for years as some clients, especially those getting on in years, prefer the traditional method of purchase.
That preference gave rise to TAA's tie-up with discount store chain Big C to sell the airline's tickets at Big C's Big Service Counters.
Some 15 counter locations allow customers to book and pay for AirAsia and AirAsia X flights as well as access services such as flight changes and upgrades, meal pre-booking, baggage allowance purchase and seat selection regardless of the channel they initially booked their flight through.
The service was created as part of TAA's efforts to connect better with offline customers and those with limited access to online services, Mr Santisuk said.
"This service is not meant to boost sales but rather as a customer service," he said.
Big C Supercenter, owned by BJC Group, plans to double the Big Service Counter locations offering TAA services by the end of this year.
To promote the services, holders of the Big Card -- Big C's loyalty programme that numbers 10 million customers -- can book and pay for TAA tickets and options through the counter service without service charges until July 31.
Big Card holders are also entitled to promotional fares starting at 570 baht one-way for domestic TAA flights and 970 baht for international flights available until June 4 for travel from May 30 to Nov 30.