Thai Airways uses Thai Smile to pursue rapid strategic expansion of ASEAN network
Thai Airways and its regional subsidiary Thai Smile are accelerating expansion in Southeast Asia as part of a new strategy for the ASEAN market. Under the new strategy, Thai Smile is increasing focus on Southeast Asia while pursuing closer integration with its parent airline.
Thai Smile plans to launch several new international destinations within Southeast Asia by the end of 2016. The new Thai Smile routes will boost the Thai Airways Group's ASEAN network from 12 to 18 international destinations, while increasing capacity to some existing destinations which will be served by both brands.
The new strategy is a positive step as Thai has fallen behind its competitors in developing a regional network. The expanded presence in ASEAN - and the long overdue closer integration between Thai Airways and Thai Smile - should also generate new feed for Thai's long haul network.
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