our story

More than just a slogan, Smooth as Silk is the soul of Thai Airways International. Introduced long before branding became a common strategy, this phrase has carried the warmth, elegance, and service philosophy of THAI through the decades. It reflects the essence of Thai hospitality—graceful, gentle, and seamless—both in the sky and on the ground.

As the airline industry evolved, so did THAI. By the mid-1990s, the company was growing beyond its regional roots, ready to take its place on the world stage as a truly global airline. This meant more than expanding routes—it meant presenting THAI as an international carrier with a modern spirit, while remaining true to the cultural richness and charm that define Thai identity.

Smooth as Silk became more than a line—it became a promise. A way to connect with travelers not only through destinations but through experience. The challenge was to preserve the silk-like softness and emotional appeal, while expressing a bold, dynamic presence in a fast-changing world.

Over time, as travelers have been met with countless voices from global airlines, THAI has stood firm—anchored by its consistent tone, its unmistakable identity, and the enduring elegance of Smooth as Silk. This phrase remains one of the airline's most valuable assets, not just in marketing, but in spirit.

Today, more than forty years since it first took flight, Smooth as Silk continues to define the THAI experience. It is not simply a brand—it is a legacy of care, beauty, and connection that travelers around the world have come to know and love.

First to Bali

In 1967, THAI became the first international airline to introduce Bali to the world. At the time, the island was relatively unknown, with minimal infrastructure for international travelers. THAI not only provided the first direct flights but also promoted Bali as a global tourist destination, transforming it into the paradise we know today.

A Star Among the Founders

On May 14, 1997, THAI took its place in history as one of the five founding members of Star Alliance, the world’s first and largest global airline alliance. Together with Air Canada, Lufthansa, Scandinavian Airlines, and United Airlines, THAI helped pioneer a new era of seamless international travel, connecting the world with greater ease, comfort, and cooperation.

The Pandas' Journey

THAI  played a key role in bringing the beloved pandas, Chuang Chuang and Lin Hui, from Chengdu to Chiang Mai in 2003. With a specially designed temperature-controlled cabin and meticulous care, this mission underscored our commitment to excellence and international cooperation.

Honor from WHO

In recognition of our outstanding hygiene standards, THAI was honored by the World Health Organization. With advanced air filtration systems and comprehensive health protocols, we set the gold standard for passenger safety.

The Elegance of Thai Silk — A Signature of THAI

At THAI, every detail tells a story—one woven with care, tradition, and pride. Our iconic cabin crew uniforms, made from exquisite handwoven Thai silk, reflect the timeless beauty of Thai heritage.

Inspired by traditional patterns and enriched with vibrant, graceful tones, these uniforms are more than just attire. They are a living canvas of Thai artistry, lovingly crafted by local weavers whose skills have been passed down through generations.

When our crew walks through the cabin, they carry with them the charm of Thailand—its culture, elegance, and warmth—adding a delicate touch of home to every journey, no matter how far.

Wearing Thai silk is not only a symbol of style; it is our way of honoring the soul of Thailand, and sharing it with the world.

The Warmth of the Thai Wai — A Gesture from the Heart

At THAI, every journey begins with a gesture that speaks volumes—the Thai Wai. With palms gently pressed together and a graceful bow of the head, this traditional greeting embodies the spirit of Thai hospitality.

More than a welcome, the Wai is a symbol of kindness, humility, and heartfelt respect. It is a cultural treasure that reflects the deep-rooted values of Thai society, and at THAI, it is woven into every encounter—from check-in to takeoff.

When our crew greets you with a Wai, it is more than formality. It is our way of saying, "It is our honour to welcome you." A small gesture, perhaps—but one that carries the warmth of a nation and the sincerity of our service.

At THAI, every journey is guided by more than just destinations—it’s guided by responsibility. Rooted in our values of care and respect, we are committed to protecting the world we connect.

Through thoughtful initiatives—such as carbon footprint labeling on in-flight meals—we invite our passengers to be part of a more mindful way to travel. From advanced fuel management to eco-conscious practices onboard and on the ground, THAI continuously explores ways to reduce our environmental impact.

Because to us, sustainability is more than a program—it is a promise to future generations, carried with the same grace and purpose as our service in the sky.