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TSM-2012-07 - LAUNCH
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TSM-CABIN ATTENDANTS - 2012-07
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Formed in 2011 and started operations in 2012. Low cost carrier (LCC), domestic, regional, and international, scheduled & charter, passenger & cargo jet airplane services.
6 Larnluang Road
Bangkok 10100, Thailand
THAILAND (KINGDOM OF THAILAND) COVERS AN AREA OF 513,115 SQ KM, ITS POPULATION IS 59 MILLION, ITS CAPITAL CITY IS BANGKOK, AND ITS OFFICIAL LANGUAGE IS THAI.
May 2011: The Thai Airways International (TII) board announced plans to create a new low cost carrier (LCC), originally named "Thai Wings."
August 2011: The creation of the airline was announced by Ampon Kittiampon, the Chairman of Thai Airways International (TII)'s board of directors.
The name "Thai Smile" was chosen from a pool of 2,229 entries in a contest to name the airline. Thai Smile (TSM) was formed with the intention of serving the market gap between low cost carriers (LCC)s and full service airlines. It was hoped that Thai Smile (TSM) would begin to show an annual profit of about 5 million baht within two years of its start of operations.
It was originally envisaged that Thai Smile (TSM) would fly to domestic destinations only, on routes of less than two hours, including Chiang Rai, Khon Kaen, Surat Thani, Ubon Ratchathani, and Udon Thani. Plans now include that by 2013, (TSM) will expand into international markets in Southeast Asia, with potential destinations including Amritsar, Brunei, Danang, Medan and Penang.
June 2012: First airplane delivery: A320-232 (5198, HS-TXA - - SEE PHOTO - - "TSM-A320-232 - 2012-06"), (SMBC) Aviation Capital leased. The colorful and vibrant exterior and interior design of the airplane was developed by Priestmangoode, a world class UK company. 4 A320s will be delivered in 2012.
July 2012: The Sabre reservation system initially showed the following destinations. Potential destinations to Cambodia, India, and Indonesia were cancelled.
* Hyderabad Rjiv International Airport (daily service begins September 16, 2012).
* Macau International Airport (initial Thai Smile (TSM) flight TG750 from Bangkok with a 2x-daily rotation).
* Bangkok Suvarnabhumi Airport (Main Base).
* Chiang Mai International Airport (daily service begins October 28, 2012).
* Krabi Airport (daily service begins August 22, 2012).
* Phuket International Airport (daily service from Bangkok begins October 1, 2012, and from Chiang Mai nonstop begins October 1, 2012).
* Surat Thani Airport (begins twice daily August 16, 2012).
August 2012: Thai Smile (TSM) is a low cost carrier (LCC) subsidiary of Thai Airways International (TII).
(IATA) Code: TG. (ICAO) Code: THA - (Callsign - THAI).
Parent company: Thai Airways International (TII).
Frequent flyer program: Royal Orchid Plus.
Alliance: Star Alliance (SAL).
Company slogan: Trendy, Friendly, Worthy.
Main Base: Bangkok Suvarnabhumi Airport.
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Besides the city itself, Macau includes the islands of Taipa and Coloane connected by bridges and a causeway, now built up into the Cotai Strip, Asia’ s hottest destination for gaming, entertainment, restaurants, and with a staggering range of hotels. In Macau, there is a choice for every lifestyle and budget for an unforgettable holiday.
September 2012: Thai Smile (TSM), Thai Airways (TII)’s new low-cost subsidiary that is to be positioned as a premium regional carrier, took over a domestic service from its parent airline on August 22. From its Bangkok (BKK) base, the A320 operator now flies 4x-daily to Krabi (KBV) on southern Thailand’s west coast, increasing to 5x-daily at the start at the winter scheduling season. Thai Airways (TII) previously operated the route with 149-seat, 2-class 737-400s, whereas Thai Smile (TSM)’s airplanes are configured with 174Y seats in an all-economy configuration. Competition comes from Thai AirAsia (THA)’s 3x-daily.
January 2013: Thai Smile (TSM) (based at Bangkok Suvarnabhumi International (BKK)) Managing Director, Woranate Laprabang has told the Centre for Aviation that Thai Airways International ((IATA) Code: TG, based at Bangkok Suvarnabhumi International (BKK)) (TII) would have decided in principle back in November of 2012 that Thai Smile (TSM) will be transitioned from a division to an independent airline. (TSM) currently operates as a separate business unit of Thai Airways (TII) and operates its 4 A320-200s under the same air operator certificate (AOC) and (IATA) code. Its product has been positioned between low-cost carriers (LCC)s and Thai (TII) mainline and it currently operates on routes from Bangkok's Suvarnabhumi airport to Chiang Mai International (CNX), Krabi (KBV), Macau International (MFM), Phuket International (HKT) and Surat Thani (URT), as well as between Chiang Mai and Phuket.
Thai Smile (TSM), a subsidiary of Thai Airways International (TII) Public Company Limited will become the 1st Airbus A320 commercial operator to benefit from Airbus (EDS)’s Flight Hour Services Tailored Support Package (FHS-TSP) following a contract signed between (TII) and Airbus (EDS).
The contract, which will run for 15 years, provides an extensive scope of A320 line replaceable units (LRUs) and spare parts availability, (LRU)s repairs, logistics services, tools availability, (APU) and nacelle services. An on-site Airbus (EDS) team will assist in daily spares management ensuring Thai Smile’s airplanes technical dispatch.
This latest selection by (TII) re-affirms its confidence in (EDS)’s Flight Hour Services (FHS), less than a year after signing an (FHS-TSP) contract for its A380s. It also marks an important step in Airbus’s (FHS) strategy to enter in the single-aisle market. (EDS)’s (FHS) now covers >100 airplanes with operators of A320, A330, A340 and A380 fleets.
Captain Montree Jumrieng Executive VP of (TII) Technical Department said: “With the experience and professional Flight Hour Services support already being demonstrated by Airbus (EDS) on our A380 fleet, we are confident that this new Airbus (FHS-TSP) contract will likewise ensure that our A320 operations will run as smooth as silk.”
Thai Smile (TSM) is a new service by Thai Airways International (TII) with a fleet of all new A320s. (TSM) operates on routes within Thailand and to selected international destinations, providing connections with (TII) and Star (SAL) Alliance member airlines. Thai Smile (TSM)’s fleet will consist of 11 brand new A320-200 airplanes in an all-economy (Y) class configuration of 174Y seats.
The (TII) Public Company is a major airline in Asia and 1 of Airbus (EDS)’s longest standing customers. (TII) already operates >50 Airbus airplanes across all Airbus (EDS)’s families, including 3 A380s.
February 2013: Thai Smile (TSM) launched Bangkok service to Udon Thani (3x-daily) and Ubon Ratchathani (2x-daily) on February 1.
(TSM) has agreed with airplane lessor (AWAS) (AWW) to lease +9 additional new A320-200s that will complement the 5 A320-200s Thai Airways International (TII) already operates under the Thai Smile brand and the 6 additional aircraft of the same type it has on order from Airbus Industrie (EDS). Thai Smile (TSM) currently is just a division of Thai Airways International (TII) but is expected to start operating on its own air operator certificate (AOC) at a later stage.
March 2013: This is the 2nd part of a report looking at the Thai Airways (TII) Group performance from 2012 and outlook for 2013. The 1st part looked at Thai (TII)’s mainline operation, which has been impacted by unfavorable economic conditions on long-haul routes and faces increasing competition in Asia. This part looks at Thai Smile (TSM), a new hybrid unit that the Thai Airways (TII) Group launched in July 2012.
2013 will be a key year for Thai Smile (TSM) as the unit rapidly expands and continues to evolve its hybrid model. (TSM) is adding 5 international routes over the next month, giving it a network of 6 international and 7 domestic routes. Several more destinations, primarily international, are expected to be added in 4th Quarter 2013.
2013 will also likely see (TSM) transition from being a unit of (TII) to a 100%-owned subsidiary. (TSM) was launched as a unit because using the (TII) air operators’ certificate (AOC) was seen as a quicker and cheaper solution. But (TII)’s board is expected to soon approve a proposal to convert (TSM) into a subsidiary, which would see it apply for its own (AOC).
October 2013: Thai Smile (TSM), the Thai Airways (TII) subsidiary that operates a fleet of 2-class, 174-seat A320s, has added 2 new Chinese destinations to its Bangkok Suvarnabhumi (BKK) network. On October 27th, (TSM) started serving Changsha (CSX) and Chongqing (CKG), both with 3x-weekly flights. Competition on the Changsha route is provided by China Southern Airlines (GUN)’s daily flight, while Business Air offers 2x-weekly flights to Chongqing. This winter, Thai Smile (TSM) will be operating from Bangkok to 12 destinations in total, of which 6 in Thailand.
2 A320-232 (5806, HS-TXG "Prachin Buri;" 5828, HS-TXH "Satun"), ex-(F-WWBC & F-WWBH), (AWAS) (AWW) leased.
December 2013: Thai Smile (TSM) has become the 3rd carrier to offer non-stop flights between Bangkok Suvarnabhumi (BKK) and Luang Prabang (LPQ) in Laos. On December 15th (TSM) began 4x-weekly flights on the 680 km route, which is already served by Bangkok Airways (PGB) (2x-daily) and Lao Airlines (LAO) (daily). A320s will be used to operate the route, which becomes (TSM)’s 7th international destination from Thailand’s busiest airport. Luang Prabang has become popular with tourists for its ancient culture and relaxed lifestyle and is a designated (UNESCO) World Heritage Site.
February 2014: Thai Smile (TSM), a subsidiary of Thai Airways International (TII) and Airbus (EDS) have extended their existing 15 years ‘Flight Hour Services – Tailored Support’ (FHS-TSP) contract, adding nine additional leased A320 airplanes to cover its entire fleet of 20 A320 airplanes.
The contract provides an extensive scope of A320 line replaceable units (LRUs), guaranteed spare parts availability through Pool access service and on-site stock at Thai Smile (TSM)’s main base and selected outstations, repair services, logistics services, tools availability, (APU) and nacelle services.
This extension re-affirms Thai Airways International (TII)'s confidence in Airbus’ Flight Hour Services, a year after signing the original A320 (FHS) agreement with Airbus, and <2 years after signing an (FHS-TSP) contract for its (TII) A380s. It also reinforces Airbus (EDS)’ (FHS) strategy to grow in the single-aisle market as well as in the wide body sector.
Didier Lux Senior VP Customer Services at Airbus said: “We are extremely pleased that Thai (TII) has re-confirmed its trust in the quality of our technical services. This is a strong motivation for us to further increase our activities in the very competitive market.”
Captain Montree Jumrieng, Executive VP of Thai Airways International (TII) Technical Department said: “Over the years, Airbus (EDS) has shown its ability to provide a consistently high quality service and demonstrated a strong collaborative working relationships. This has formed the foundation of this extended (FHS-TSP) agreement to cover the nine additional airplanes of our A320 fleet.”
Thai Airways International (TII) is a major airline in Asia and one of Airbus’ longest standing customers. The carrier already operates >50 Airbus airplanes across all Airbus’ families.
Airbus Flight Hour Services (FHS) consists in guaranteed solutions ranging from components supply and repair to full airplane maintenance. Airbus’ (FHS) now covers >130 airplanes with operators of A320, A330 and A380 fleets.
April 2014: Thai Smile ((IATA) Code: WE, based at Bangkok Suvarnabhumi) (TSM) is to begin operating under its own Air Operators Certificate (AOC) later this month Thai Airways (TII)’ acting President, Chokchai Panyayong, has disclosed. Chokchai also noted that its subsidiary would begin using its own (IATA) code - "WE" - at about the same time.
As such, the transition to a separate flight-code means Thai Smile (TSM) flights will no longer be a counted under the Star (SAL) Alliance as happened previously, when it operated using parent Thai Airways International (TII) flight numbers.
As a (TII) subsidiary, (TSM) will, however, continue to be part of its parent's frequent flier program, "Royal Orchid Plus."
Thai Smile (TSM) currently operates 16 A320-200s operating on domestic routes in Thailand as well as international services to Chongqing, Delhi International, Hyderabad International, Macau International and Phnom Penh.
June 2014: A320-232 (6140, HS-TXO), ex-(F-WWIX), (AWAS) (AWW) leased.
August 2014: Bangkok’s Don Mueang International Airport could be a contender for low-cost carrier (LCC) dominance in SE Asia following the addition of Thai Airways (TII) (LCC) subsidiary, Thai Smile (TSM).
Thai Smile ((IATA) Code: WE, based at Bangkok Suvarnabhumi) (TSM) has also begun to reorient its business model with all flights to be transferred from Bangkok Suvarnabhumi to Bangkok Don Mueang by late October. The move will allow (TSM) to better fight Low Cost Carriers (LCC)s such as Thai AirAsia ((IATA) Code: FD, based at Bangkok Don Mueang) (THA) and Thai Lion Air ((IATA) Code: SL, based at Bangkok Don Mueang) (TLM).
A meeting last week between Thai (TII), Thai Smile (TSM) and Nok Air ((IATA) Code: DD, based at Bangkok Don Mueang airport) (NKA) executives culminated in the signing of a joint cooperation agreement between Thai Smile (TSM) and Nok Air ((NKA) in which the two carriers agreed to coordinate their respective schedules so as to avoid route duplication.
According to the Thai media, (NKA) will likely continue to concentrate on serving domestic routes and a limited regional network in the Mekong area, while forging ahead with its longhaul (LCC) venture, NokScoot ((ICAO) Code: NCT, based at Bangkok Don Mueang), set to launch on September 1.
Thai Smile (TSM) and Thai (TII) meanwhile, will reassign their routes according to traffic patterns and demand. Effective October 28, (TII) will take over (TSM)'s Hyderabad International and Delhi International routes "due to a high number of transfer passengers." In return, (TSM) will launch flights to Hong Kong Chep Lap Kok and Vientiane from Don Mueang.
In the long-term, (TSM)'s Bangkok Don Mueang operations will comprise 23 domestic destinations alongside 12 international.
November 2015: A320-232 (6795, HS-TXU "Chachoengsao"), ex-(F-WWBF), leased from Thai Airways (TII).
January 2015: A320-232 (6417, HS-TXS "Roi Et"), ex-(F-WWDP), Thai Airways International leased.
February 2016: THAI Smile (TSM) which now operates under a separate code (WE) from that of its parent company Thai Airways (TII) has launched flights to Cambodia. On February 1st, (TSM) began linking Bangkok Suvarnabhumi (BKK) with Siem Reap (REP) with 10x-weekly flights. The relatively short 332 km route will be served by (TSM)’s A320s and will face direct competition from Bangkok Airways (PGB) (35x-weekly flights) and Cambodia Angkor Air (daily flights). In addition Thai AirAsia (THA) connects Bangkok Don Mueang with Siem Reap with 3x-daily flights. THAI Smile (TSM)’s network currently comprises 17 routes of which 13 are from Bangkok’s main airport and 3 are from the airport’s 2nd airport, Don Mueang. This new route becomes only the 4th international destination for (TSM) after Changsha (China), Macau, and Yangon (Myanmar).