Thai Airways: A Downward Spiral of Service, Accountability, and National Pride

Five years ago, in 2018, Thai Airways proudly ranked the 10th best airline in the world, according to Skytrax. Fast forward to today, the airline has fallen to 40th. 

Amidst plumetting rankings and the precarious financial situation it’s in, customers are suffering the ramifications and repercussions of its declining policies and services. 

The Deterioration of Thai Airways’ Miles Program

Thai Airways filed for bankruptcy protection in 2020 during Covid and are currently completing their restructuring. 

But even before Covid, the airline underwent a restructuring of their mileage program, devaluing their miles immensely. In October 2019, miles needed for certain reward seats more than doubled. The airline also doesn’t allow “pooling” of miles, so if you have miles spread across different family members, you can’t transfer them to each other to be utilized.

This contrasts with other airlines in the region, such as Korean Air, whose “Family Plan” allows you to pool miles from up to five different family members. Transferring miles to other accounts is also possible on Hong Kong’s Cathay Pacific. 

And post-Covid, more changes have made it nearly impossible for passengers to utilize their miles. In 2020, the airline “temporarily” suspended Star Alliance Air Awards, Hotel Awards, and some Lifestyle Awards programs, eliminating many avenues for spending miles. Yet, it is now 2024 and not all suspensions have been lifted – for example, the Hotel Awards suspension is still in place.

Moreover, redeeming flights using miles has become exceedingly difficult on popular routes, as flights are usually “full”. Fuel surcharges are also now passed onto the customer, meaning that even if you get lucky and manage to navigate the impossible terrain of using your miles to book a flight, you’re still paying a exorbitant amount in taxes and surcharges.

I redeemed a flight from Bangkok to Singapore in December 2023 and it cost 6895 THB (193 USD) in taxes, surcharges, and “carrier-imposed fees”. That’s enough to buy a ticket on low-cost airlines, such as Air Asia. 

All these changes have rendered Royal Orchid Plus, Thai Airways’ loyalty program, into one of the least favorable within the Star Alliance.

Misinformation Without Accountability

In the age of digital dependence, a company’s website serves as the primary source of truth for customers. Thai Airways, however, falls short of this expectation, providing inaccurate information and taking zero accountability for the mistake. 

In anticipation of a significant move to London, my partner and I were immersed in the intricate task of packing, a crucial component of our cross-continental journey. Unfortunately, what should have been a smooth check-in with Thai Airways unfurled into a disconcerting series of events, exposing issues that may cast a shadow over the future of Thailand’s esteemed national airline.

Ahead of our flight, I had extensively prepared everything ahead of time to exchange miles for excess baggage. I cross-checked with the information on their website (10,000 miles for 5 kilograms) and packed accordingly.

However, upon arriving at the airport, Thai Airways agents informed us that we didn’t have enough miles. They proceeded to show me this page, which details the rate is actually 35,000 miles for 5 kilograms. 

The two webpages that are still live on their website produce a discrepancy of 350%. The disconcerting experience not only erodes confidence in the airline, but leads one to question the reliability of crucial details that, in any well-functioning system, should be accurately communicated to facilitate a smooth and stress-free travel experience.

As travelers who meticulously planned our journey, sought information, and attempted to make pre-purchases, the lack of responsibility on the part of Thai Airways left us with no choice but to suffer the consequences from their misguided policies.

Poor Customer Service: A Rude Awakening

When trying to explain this discrepancy and the situation to Thai Airways service agents, we were met with staff who refused to listen to our concerns, insisting they were helpless before even hearing our story. Despite presenting evidence from the Thai Airways website, specifically indicating the 10,000 miles rate, the staff remained unwilling to find a resolution.

In any business, customers are the backbone, and meeting their needs is the foundation. Thai Airways failed spectacularly at this basic tenet of customer service. Our request to be listened to fell on deaf ears, as they sent us from agent to agent, counter to counter where any attempts to rectify the situation were met with unyielding resistance. 

In 2022, Thai Airways ranked fourth on Skytrax’s list of Best Airline Staff in Asia. However, in 2023, the airline fell to 9th place, risking not even making the list. Looking at Skytrax’s World’s Best Cabin Crew list also tells the same tale. Thai Airways fell from 4th in 2022 to 8th in 2023. While falling a few places in ranking don’t seem significant, is maintaining and advancing excellence not what we should be striving for?

A Tale of Unjustifiable Charges

After the frustrating ordeal of the mileage discrepancy and poor customer service, we had no choice but to pay for our excess luggage. 

The excess baggage rates imposed by Thai Airways are not only exorbitant but defy industry standards. Comparing their 70 USD per kilogram rate to other Asian airlines reveals an astronomical and unreasonable pricing strategy. While other reputable carriers charge reasonable amounts, Thai Airways has lost touch with reality.

On Thai Airways, checking in an extra bag (assuming 23 kgs) would cost 1610 USD at their 70 USD per kilogram rate, a glaring example of customer exploitation that goes far beyond the norms observed by other customer-friendly airlines. They are, quite simply, ripping customers off. 

National Pride No More

While cost-cutting measures post-pandemic are understandable, outright exploitation of passengers and a refusal to listen and respect their concerns is unacceptable. Thai Airways, once a source of national pride, now risks tarnishing its reputation and potentially losing its status as Thailand’s flag carrier.

Back in 2015, way before Covid, Thai Airways lost its category one license after an investigation by the Federal Aviation Authority (FAA) revealed a failure to meet safety requirements. The demotion to category two led to the airline discontinuing its direct flights to the US and it joined nations such as Bangladesh, Ghana, and Indonesia in the bottom Category 2 rating. 

Since 2015, the downgrade has remained in place and the direct flights to the US have never returned. 

If our national airline lacks regulations that meet minimum international standards, it begs the question – are we destined to witness the irreversible decline of Thai Airways, eroding not only its standing but also any source of national pride?

In the past, Thai Airways might have been a source of pride as the country’s national airline. I do have fond memories of flying smooth as silk as a child, being greeted by friendly flight attendants who would give me Thai Airways branded playing cards as a collectible item. 

Today, I fly only out of necessity.

Recent experiences with Thai Airways have been marked by misinformation, abysmal customer service, unreasonably high charges, and a terrible redemption and loyalty program. Thai Airways is no longer a revered airline, its reputation has plummeted, and if swift corrective measures are not taken to keep up with the changing industry and high competition from other carriers, it will become a mockery in the industry and the future of airline will surely be in jeopardy.