Thai Airways Upgrade

[papalazarou 0]

I read some months ago about Thai Airway's planned upgrade. This was going to include the introduction of personal tv screens in economy. It was due to take place on the London to Bangkok route by the end of 2004. Anyone heard anything?

[CheshireTom 1,377]

papalazarou,

 

Firstly, I am speaking off the top of my head here so I could be completely wrong but I will check tomorrow (Mon) to see what the score is.

 

First of all TG announced the upgrade of the 747 fleet including new style seats in First and Business. They added that personal IFE would also be installed - I assumed that would only by in the new seats as there was no plans to change the economy seating to incorporate personal IFE.

 

TG then appointed consultants to carry out a full review of their corporate image including aircraft paint jobs and internal designs. As far as I am aware the new "image" has yet to be unvieled. There are several folk on the airlines boards asking the same questions but nobody seems to have any definitive answers at the moment and the subject seems to have disappeared off the radar as far as TG's public information and press releases go.

 

I would assume that they will have to have at least one aircraft fitted out to launch their new image so maybe the whole thing will run on time. I think they picked up three 747s a coupler of months ago which would allow them to take aircraft out of service for the refurb.

 

As I said, I will try and get some info tomorrow. Sorry if that's not very helpful. :crying

 

Regards,

 

Tom

 

Edit:

 

This is the full text of the press release in Feb so, in the absence of anything to the contrary, it may be that they are working to schedule:

 

THAI announces strategy on identity and service improvement and signs agreement with Interbrand

 

24 February 2004, at Thai Airways International's Head Office, Prof. Dr. Chai-anan Samudavanija, member of THAI's Board of Directors and Chairman of the airline's Corporate Identity Committee, presided at the press conference on "THAI's strategy on identity and service improvement towards being first choice carrier" and the contract signing ceremony between THAI, by Mr. Kanok Abhiradee, THAI's President, and Interbrand Thailand Inc., by Mr. Chuck Brymer, Interbrand's Group Chief Executive Officer, to develop THAI's new corporate identity.

 

THAI's new corporate identity development is another of THAI's corporate strategies according to Prof. Dr. Chai-anan Samudavanija, THAI Board member and Chairman of the airline's Corporate Identity Committee. THAI's new corporate identity aims to support the government's policy to combine public and private sector efforts as well as the general public to compete in the global market, and to create sustainable development for society. The new identity will be evident at the new Suvarnabhumi Airport, in the cabin refurbishment which is expected to be completed by December 2004 as well as the new Airbus 340-600 to be delivered in 2005. THAI issued Terms of Reference (TOR) for various design consultants, both local and international, on 2 May 2003, and six consultancies submitted proposals. THAI's criteria for selection included : Concept and strategy, Reputation and experience, Creativity, Quality and Comprehensiveness of Proposal, and Practicality.

 

Interbrand was the final choice to help develop THAI's new corporate identity. Its High Trust World Class and Thai Touch concepts will add an international aspect in the Contemporary Modern Thai Style that will cover all the five senses. The concepts will apply to all aspects of the corporate identity from Basic identity such as Logo and Colour, Aircraft Fuselage, Cabin decoration: colour of seats, walls, carpets, atmosphere, inflight utilities from crockery to printed material and inflight entertainment, Decoration of service stations at Bangkok International Airport and Suvarnabhumi Airport, such as check-in counters, airport, lounges and departure areas, Decor of sales offices and THAI offices, THAI vehicles, and Signage.

 

Mr. Abhiradee announced that it was necessary to maintain an edge in the competitive global aviation industry. THAI's campaign "Towards Asian Leadership" aims to make the airline a regional leader as well as one of the top five airlines in the world. The strategy puts THAI on the offensive in this competition, putting creativity and customer delight at the forefront of the strategy. In the past, THAI has constantly upgraded the quality of its services and introduced new services for the convenience and benefit of its customers. These include:

 

THAI's Ground Service Improvement include :

· Call Centre service to provide direct dial information to customers.

· Royal e-Service including Royal e-Booking, Royal e-Ticket and Royal e-Check-in using modern information technology for THAI passengers

· Royal Transfer in a new Mercedes Fleet for First Class passengers between the airport and their hotels/residents in Bangkok.

· Providing Premium Customer Service to Royal First Class and Royal Executive Class passengers from the moment they step into the airport until they reach their final destination, with dedicated staff to handle luggage, assist with check-in and immigration procedures, use of special Royal Orchid Lounges and Royal Transfer to the departure gate.

· Enhanced decor for the Royal First Class and Royal Executive Class Lounges with an emphasis on Thainess and modern amenities.

 

THAI's Inflight Service Improvement include:

· Improving seat comfort in Royal First Class to decline at 180 degree and 170 degree in Royal Executive Class on THAI's 9 Boeing 747-400s aircraft and 8 Boeing 777-200s aircraft. The installation of new seats on these aircrafts is expected to complete by the end of 2004.

· Improving Inflight Entertainment System with Audio VDO on Demand with Touch Screen and Handset with a wide variety of movies and songs on THAI's 9 Boeing 747-400s aircraft and 8 Boeing 777-200s aircraft. The installation of new system on these aircrafts is expected to complete by the end of 2004 and the installation of Airbus A340 will be complete within 2005.

· Special Inflight Meals, THAI will selected popular dishes from destinations to which THAI operates. In addition, special menus prepared by guest chefs from leading restaurants and pre-ordered meals as well as a comprehensive Thai menu for Royal First Class passengers.

· Cabin Crew Training, THAI will be introducing proactive training program for cabin crew to enhance their ways of thinking and become even more service-ninded.

 

THAI has also introduced the "Fly THAI with Thai Artists" campaign where First and Business Class passengers can have their portraits drawn on daylight flights between Bangkok and London, Paris and Frankfurt.