Thai Airways, 1999 to 2005 and the Royal E Service
1999 - THAI joined the nation in commemorating His Majesty the King's 72nd Birthday
Anniversary. This message was emblazoned on THAI's entire fleet and one Boeing 747-400
aircraft was completely repainted with a graphic rendition of the Suphannahong, the
Royal Barge. This was THAI's way of showing to the world the pride and honour that
all Thai people feel towards their King and country.
2000 - THAI continues to grow and flourish. These first 40 years of THAI have told
of a remarkable success story. This year and in the years ahead, THAI will continue
to operate with insight and innovation, expanding its network to cover more international
Destinations, providing passengers with increasingly modern and comfortable aircraft,
saving the Kingdom of Thailand and the people of the world with the highest standards
of air service and safety. The legend that is THAI continues
2001- THAI implemented the Customer Relationship Management (CRM) system to further
enhance standard of service in accommodating customers’ demand and maximizing their
satisfaction. THAI also expanded cooperation at both domestic and regional level
through global alliances to strengthen the airline’s competitive edge and increase
2002 – THAI introduced four new destinations - Mumbai, Chengdu, Busan and Kuwait.
This year, THAI achieved the highest net profit ever and operated with profitability
for 38 consecutive years.
2003 – THAI introduced Royal e-Service, a comprehensive service to allow greater
convenience for passengers when selecting their preferred flights, making seat
reservation, issuing tickets, and check-in. Passengers are also able to perform
a range of self services via this electronic system. Following the principle of good
governance, THAI launched an e-Auction system for the Company’s procurement process
to help reduce cost and create transparency.
2004 – THAI signed a contract with InterBrand Co.,Ltd to develop the Company’s new
Corporate identity , THAI introduced new Premium Customer Service for its First
and Business Class passengers, offering added travel convenience and comfort. THAI
invested 39% shares in “Nok Air”, a joint ventured low cost airline.
2005 – THAI celebrated 45th year of successful operations with the launch of its
new identity, focusing on three main three main themes : High Trust, World Class
and Thai Touch. The New Corporate Identity embodies the concept of Ayatana, the six
sensory perceptions of sight, taste, smell, hearing, touch and feelings from the
heart. To expand THAI’s network, THAI signed a code share agreement with Air New
Zealand and Air Madagascar. Social contribution activities this year included an
opening of a library and providing financial aid for HIV infected children at
Grada House, Lopburi province.