Thailand is looming large on Chinese carriers' radar screens in light of the explosive growth in tourist arrivals from that country, with Juneyao Airlines becoming the latest to descend into Bangkok.
The Shanghai-based full-service airline joins six other Chinese carriers already plying the Thailand-China sector along with a host of other international players such as Thai Airways International and charter operators.
Thailand is the first international destination for the airline, part of the Juneyao Group, which began as a dairy producer in the early 1990s before diversifying into the retail and aviation sectors.
Juneyao held its maiden voyage from its Shanghai base to Phuket last Nov 9, adding Bangkok on Jan 17.
Its Shanghai-Phuket service began with four flights a week before upgrading to daily service on Dec 9 to cater to the surge in outbound Chinese holidaymakers.
The airline has deployed its new Airbus 320 single-aisle jet, configured with eight seats in business class and 150 in economy, on its Thailand-bound flights.
Keith Lam, Juneyao Airlines' Thailand manager, yesterday said service to this country is geared towards meeting the fast-growing demand for one of the most popular destinations among Chinese.
The Tourism Authority of Thailand (TAT) listed China as a major source of international arrivals last year, with a record 2.7 million or 12.1% of total arrivals.
Overall arrivals for the year were 22.3 million, up by 16% from 2011.
The TAT expects Chinese arrivals will break that record this year with an estimated 3.3 million out of a total 24.5 million international arrivals.
Mr Lam said Juneyao plans to ramp up its Shanghai-Bangkok frequency to twice daily, pending availability of flight time slots at the heavily congested Suvarnabhumi airport.
At present, Juneyao flights arrive at Suvarnabhumi airport each morning at 1.30am, heading back to Shanghai an hour later.
Not many 1-5am time slots have been taken by airlines, as such early morning hours are not popular with passengers despite fee discounts in fees.
"Only 10 international flights operate during these 'red-eye flights', and that's only due to the 'more civilised' hours having all been taken," said Wilaiwan Nadwilai, the general manager of Suvarnabhumi airport.
Mr Lam said Juneyao is also considering a frequency increase on its Shanghai-Phuket sector, but constraints at Phuket airport are a problem.
The airline wants to include more Thais on Thailand-China flights, which are now 90% Chinese.
The other six Chinese carriers flying to Thailand are Air China, China Eastern Airlines, China Southern Airlines, Hainan Airlines, the low-cost Spring Air and Shanghai Airlines.
Mr Lam said Juneyao expects to spread its wings to Inchon, South Korea, in March or April, while analysts expect a Shanghai-Singapore service will follow.
Taking to the skies in September 2006, Juneyao now serves 32 cities in China.