Thai's financial troubles have led the company to rethink its strategy. A new management team has taken charge of the company's destiny and has announced its direction. According to its new chairman, Piyasvasti Amranand, the next two years will be used to put the company on a sounder footing and the following two years to rethink the Thai Airways product. The aim is clear: "We want to be one of the top five airlines in the world. There will also be a review of the company's governance procedures, which the Chairman admits too often suffer from collusion and nepotism.
The new commercial measures include a revised fare structure. The website has been simplified and now allows users to book tickets at the best fare, adjusted according to the day or class of travel, based on the principle of yield management. "The Internet will now offer the best fares on the market", promises the sales department. Finally, in terms of entertainment, interactive video will be available in all classes.
