THAI chair aims high for global top five

Ekniti Nitithanprapas, the new chairman of THAI, wants to make the national carrier a premium service airline, cracking the world's top five in five years. "I dream of seeing THAI regain a top five ranking. We're now in the top tier," he said. THAI was ranked 10th-best airline in the world for 2018 by Skytrax. The company needs to allocate funds to clearly position THAI as a premium airline, Ekniti said, adding that harmonising the national airline with "Thainess and tourism" will help it achieve that goal. "The question is how to encourage foreign travellers who visit Thailand to fly THAI," he said. "Being a premium airline, I don't measure it by price but by service. Our users must feel that it's worthwhile." But he said rising oil prices will inevitably leave a dent in THAI's earnings as competition in the airline business intensifies. The strength and sustainability of THAI's financial position are part of a policy to drive the national carrier, Ekniti said.<br/>"We've cut down expenses substantially, but higher oil prices have hampered us," he said. "But we'll keep trying." THAI's average cabin factor is now 70-80%, up from 60-70% in recent years. But the carrier must focus on yield, income and expenses to strengthen its financial position amid fierce competition, Ekniti said. <br/>