Vision & Mission

Thai Airways is dedicated to providing world-class services that reflect the essence of Thailand. As the national airline, we aim to connect Thailand to the world with exceptional quality and service. Our vision and mission guide us in delivering unmatched travel experiences, ensuring safety, efficiency, and satisfaction for our passengers while promoting sustainable growth and a strong Thai brand.

As the national airline, we announce our vision to set our goal to the public and use it as the guideline for all units to achieve the same goal “A high quality full service carrier with strong Thai brand connecting Thailand to the world and generating consistently healthy profit margin”. THAI aims to offer world-class services and ensure brand value creation in order to create strong and sustainable growth and to enable the Company to compete successfully in the ever changing business environment. We announce our mission to show our determination and ask all confederates to perform as stated hereunder:

• For being the first choice carrier for passengers, THAI focuses on customers’ satisfaction by tailored-made products designed for passengers’ choices to deliver the best customer experience with efficient cost management and ticket pricing with unbundling fare that facilitates the purchase of basic tickets at economical prices for customers. Customers can choose to purchase additional services according to their needs (such as seat selection, and luggage).

• Increase the e-Commerce ability by streamlining the Commerce to optimize the return, in terms of income and profit and increase revenue from other related businesses, including:
  • Considering appropriate route network plan by focusing on profitable routes.
  • Investing in digital sales to facilitate customers and delivering a customer experience in purchasing products and services.
  • Managing ticketing agents and developing commercial personnel to be able to use the system to provide professional service as world-class standards.

• Increasing the ability to do cost competitiveness over the other airlines in the region by managing the following:
  • To elevate human capital management by designing a market-competitive compensation framework that reflects the true job value, complemented by disciplined financial management and cost efficiency, thereby fostering a sustainable balance between employee engagement and ultimate organizational success.
  • Negotiating with the lessors the terms of the aircraft lease conditions and modifying the fleet plans.
  • Reducing the cost of outsourcing throughout the process by improving procurement development and carry-out many contract negotiations.
  • Optimizing the utilization and allocation of working areas and assets through efficient space management and strategic commercial utilization, to eliminate redundancies, reduce costs, and generate sustainable value for the organization.
  • Optimizing all business units of the company including improvements and changes for operational excellence.

• Being a highly efficient organization in terms of operations, and safety and being a hub for connecting to the airline network of alliances to various cities in Thailand and around the world.