Thai Airways International have made public a strategy shift for Thai Smile, their upcoming low-cost wing.
In a departure from initial plans which focused on domestic routes via Bangkok, the carrier will place an emphasis on regional destinations such as India, China and other SE Asian countries within three to four hours flying time.
One driving factor looks to be on the heels of an larger shareholding in Nok Air which is firmly entrenched in a Thailand network of flights.
Viewing the proposition from the outside, the move makes sense given the increasingly competitive low cost carrier sector, so Thai Smile look to position in the midscale segment.
This new budget airline is expected to begin operations in the middle of 2012.