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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 and domestic.


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 market share.


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.



Thai Airways Page12, 1989 to 1998 the advancement
Thai Airways Page 14,  2006 to 2008 and the formation of Star Alliance