THAI Smile

THAI Smile was a Thai regional airline and a wholly owned subsidiary of Thai Airways International. Based in Bangkok, it was established as part of Thai Airways' effort to address a segment between budget airlines and traditional full-service carriers. The proposed airline was initially associated with the working name "Thai Wings" during planning in 2011. Thai Airways' board announced the creation of the new carrier in May 2011, and the project was publicly described by board chairman Ampon Kittiampon in August of that year. The airline began operations in July 2012. Its name, THAI Smile, was selected through a naming contest that reportedly attracted 2,229 entries. The name was intended to connect the new carrier with Thai Airways while conveying an approachable, friendly, and less formal service proposition. Unlike a pure low-cost carrier, THAI Smile was designed to provide a more inclusive regional travel experience; unlike a conventional full-service airline, it was intended to operate with a lower-cost structure and focus on short- and medium-haul routes. THAI Smile initially served domestic Thai destinations and later operated regional international services. By 2023, its network included domestic and international destinations, although the available reference material does not provide a complete route list. Its fleet consisted of Airbus aircraft, but the supplied material does not specify the complete fleet composition or aircraft counts. The airline's activities were therefore centered on scheduled passenger transportation, regional connectivity, and feeder or complementary services within the wider Thai Airways network. The carrier also had a limited sponsorship role outside aviation. It was identified as an official sponsor of Thai Honda Ladkrabang and Ratchaburi Mitr Phol, linking the brand with Thai football organizations. THAI Smile became part of Thai Airways International's post-COVID restructuring and loss-reduction program. In February 2023, reports indicated that the airline would be dissolved as a separate entity and absorbed into its parent. Thai Airways formally announced on 18 May 2023 that the merger would be completed by the end of 2023. THAI Smile ceased operations on 31 December 2023, and the cessation was fully effective on 1 January 2024. The brand is consequently a defunct airline brand rather than an active operating carrier.

THAI Smile originated in Thai Airways International's attempt to create a lower-cost regional airline without abandoning the service associations of its parent. On 20 May 2011, the Thai Airways board announced plans for a new carrier that was then referred to as Thai Wings. The initiative was publicly presented on 19 August 2011 by Ampon Kittiampon, chairman of Thai Airways' board of directors. The concept was intended to address a market gap: passengers seeking something less expensive and more flexible than a conventional full-service airline, but not necessarily the highly stripped-down product associated with some low-cost carriers. The final name, THAI Smile, was selected through a naming competition that received 2,229 entries. The branding preserved a clear relationship with Thai Airways while giving the new operation a more informal and approachable identity. THAI Smile began flying in July 2012. Its early role was primarily domestic, connecting destinations in Thailand, before the airline expanded into regional international markets. The carrier operated as a wholly owned subsidiary of Thai Airways International and formed part of the broader group's effort to serve different passenger segments through differentiated airline models. The airline's business consisted of scheduled passenger services on domestic and regional routes. Its fleet used Airbus aircraft, although the available reference material does not specify all aircraft types, delivery dates, or fleet totals. In addition to its aviation activities, THAI Smile served as an official sponsor of Thai Honda Ladkrabang and Ratchaburi Mitr Phol, giving the brand visibility in Thai football. The airline's independent existence ended during Thai Airways International's post-COVID restructuring. In February 2023, reports stated that THAI Smile would be dissolved as a separate company and merged into Thai Airways in an effort to reduce losses. Thai Airways confirmed the direction on 18 May 2023, announcing that the integration would be completed by the end of 2023. THAI Smile was set to stop all operations on 31 December 2023. The cessation became fully effective on 1 January 2024, leaving THAI Smile as a discontinued airline brand and business unit.

• 2023

  Thai Airways confirms the merger of THAI Smile

  [1]Thai Smileen.wikipedia.org

  Thai Airways announced in May that THAI Smile would be merged into the parent company as part of post-COVID restructuring.

• 2023

  THAI Smile ends operations

  [1]Thai Smileen.wikipedia.org

  THAI Smile ceased operations on 31 December, with the cessation fully effective on 1 January 2024.

• 2012

  THAI Smile begins operations

  [1]Thai Smileen.wikipedia.org

  The airline commenced passenger operations in July, initially serving the Thai domestic market.

• 2011

  Thai Airways announces plans for a new lower-cost airline

  [1]Thai Smileen.wikipedia.org

  Thai Airways' board announced plans in May for a new lower-cost airline, initially associated with the working name Thai Wings.

• 2011

  THAI Smile project publicly presented

  [1]Thai Smileen.wikipedia.org

  Thai Airways chairman Ampon Kittiampon publicly described the creation of the new airline in August.

A regional airline positioned between low-cost carriers and full-service airlines, combining a lower-cost operating model with a more accessible and service-oriented proposition associated with the Thai Airways group.

• Scheduled airline service · 2012

  Domestic passenger flights

  THAI Smile began as a domestic Thai airline, serving scheduled passenger routes within Thailand. This domestic network was central to its role as a regional subsidiary of Thai Airways International and allowed the group to address markets that required a different cost and service model from the mainline carrier.

• Scheduled airline service

  Regional international passenger flights

  After its domestic launch, THAI Smile operated regional international services in Asia. These routes extended the brand beyond Thailand while retaining its focus on short- and medium-haul passenger travel. The available reference material does not identify every destination or the precise dates on which individual international routes began.

• Aircraft-based airline operation · 2012

  Airbus fleet operations

  The airline operated Airbus aircraft for its scheduled passenger business. The supplied reference does not provide enough detail to state the complete fleet by aircraft type, quantity, or operating history.

• 2011THAI Smile naming contest

  Thailand

  A public naming contest was used to select the brand name for the new Thai Airways regional airline. The contest reportedly received 2,229 entries, after which THAI Smile was selected.

  Outcome. The THAI Smile name became the identity of the new airline and preserved an explicit association with the Thai Airways brand.

  Source
• Football sponsorships

  Thailand

  THAI Smile was an official sponsor of Thai Honda Ladkrabang and Ratchaburi Mitr Phol, extending the brand's visibility into Thai football.

  Source

• 2023

  Merge THAI Smile into Thai Airways InternationalM&A

  Background

  The planned dissolution was linked to Thai Airways' effort to reduce losses and implement its post-COVID restructuring program.

  Action taken

  Thai Airways announced that THAI Smile would be absorbed into the parent company by the end of 2023.

  Aftermath

  THAI Smile ceased operations on 31 December 2023, with the end of operations fully effective on 1 January 2024.

  Source

• 2011

  Create an airline between the low-cost and full-service segmentsStrategy

  Background

  Thai Airways identified a market gap between low-cost carriers and conventional full-service airlines.

  Action taken

  The group planned and launched a separate regional airline, initially referred to as Thai Wings and ultimately branded THAI Smile.

  Aftermath

  THAI Smile began operations in July 2012 as a wholly owned Thai Airways subsidiary.

  Source

• Unconfirmed

  Royal Orchid Plus offers triple miles promotion[2]Royal Orchid Plus推出三倍里程促销asiatraveltips.com

  Royal Orchid Plus members can earn triple miles on eligible Thai Airways and Thai Smile flights by making reservations and issuing tickets through Thai Airways' website between 1 and 2 May 2020 for travel between 1 December 2020 and 31 March 2021.

• Unconfirmed

  Reported2020.01.13

  THAI Smile launches Chiang Mai–Kaohsiung route[3]THAI Smile开通清迈至高雄航线nationthailand.com

  THAI Smile Airways launched a new direct flight route between Chiang Mai and Kaohsiung, with four flights per week.

Read more

1. 1Thai Smileen.wikipedia.org
2. 2Royal Orchid Plus推出三倍里程促销asiatraveltips.com
3. 3THAI Smile开通清迈至高雄航线nationthailand.com