Thai Airways Navigates Intensifying Price Wars with Focus on Service and Loyalty
Thai Airways International plans to counter intensifying global competition and fare reductions driven by falling oil prices by enhancing service quality and its loyalty program, rather than engaging in a direct price war. The airline aims to retain customers amid a challenging market in the latter half of 2026.
PATTAYA, Thailand – Thai Airways International (THAI) expects the global aviation market to become increasingly competitive in the second half of 2026 as airlines worldwide begin reducing ticket prices following a decline in oil prices. However, the national carrier says it will avoid entering a price war, instead focusing on service quality and strengthening customer loyalty through an upgraded Royal Orchid Plus (ROP) program. Thai Airways CEO Chai Eamsiri said falling global oil prices have prompted airlines around the world to adjust fares downward. Oil prices, which surged above US$240 per barrel between March and May 2026 due to Middle East tensions, have since declined to around US$110–120 per barrel, easing pressure on airline operating costs. As a result, airlines have started lowering ticket prices, creating stronger competition heading into the second half of the year. Thai Airways has also adjusted fares on selected international routes from July 1, reducing ticket prices and fuel-related charges by around 20–30% to remain competitive and align with market conditions. However, Chai said Thai Airways would maintain pricing discipline and focus on protecting revenue quality rather than aggressively cutting fares. “Thai Airways will focus on targeted campaigns that meet customer demand rather than reducing ticket prices simply to compete in the market,” he said. The airline noted that average fares remain higher than before the Middle East conflict, despite recent adjustments. To strengthen competitiveness, Thai Airways has launched a major upgrade of its Royal Orchid Plus (ROP) frequent flyer program, introducing greater flexibility, improved technology and expanded benefits for members. The airline said the new program aims to create more value beyond air travel by offering additional lifestyle benefits, easier mileage use and stronger connections with travel partners. The upgraded ROP includes new features such as ROP Smart Miles Pay and ROP Smart Miles Pay Lite, allowing members to use accumulated miles more easily for travel-related services. The airline is also expanding the Royal Orchid Holidays (ROH) platform, connecting members with hotels, travel activities and partner benefits to create a wider travel ecosystem. New membership benefits under the “The New Chapter Begins” campaign include easier qualification requirements for Platinum, Gold and Silver members, allowing travelers to maintain or upgrade status more conveniently. The new criteria will take effect on August 5, 2026. Additional benefits include bonus miles for qualifying members from January 2027, expanded privileges such as dedicated check-in counters at Suvarnabhumi Airport and free Wi-Fi services for all membership tiers. Thai Airways will also introduce enhanced digital security measures, including a change from seven-digit to ten-digit membership numbers, improved password standards and stronger email verification systems. Thai Airways commercial executives said travel demand remains positive, with advance bookings showing strong performance across routes. The airline expects average cabin factor, or passenger load levels, to remain above 70% during the second half of 2026, supported by new marketing campaigns, expanded flight schedules and the upgraded loyalty program. The airline expects the Royal Orchid Plus improvements to help increase membership growth by around 10% in 2027. More flights planned Thai Airways is continuing to expand its network during the second half of the year. The airline launched its new Bangkok–Amsterdam route on July 1 and plans to increase frequencies on several popular domestic routes, including Bangkok–Chiang Mai, Bangkok–Phuket and Bangkok–Krabi from October 25, 2026 to March 27, 2027. International expansion will also continue, with the return of the Bangkok–Xiamen route in China from October 25, 2026 after a six-year suspension, operating four flights per week. The airline also plans additional flights to Paris from December 1, 2026, Munich from December 16, 2026 and Zurich from January 16, 2027. Thai Airways said the strategy is aimed at balancing competitiveness, revenue protection and improved passenger experience as global aviation competition intensifies.
多角的分析
原油価格の安定化は航空会社のコスト構造に直接的な恩恵をもたらし、運賃引き下げ余地を生み出しています。タイ国際航空が価格競争を避け、サービスとロイヤルティプログラムに注力する戦略は、ブランド価値の維持と高付加価値顧客の囲い込みを狙ったものです。これは、単なる価格競争に陥ることなく、長期的な収益性を確保しようとする合理的な判断であり、競合他社が低価格戦略で市場シェアを奪いに来る中で、いかに差別化を図るかが今後の鍵となります。
原油価格下落は航空会社の燃料費負担を軽減し、利益率向上に寄与する可能性があります。しかし、タイ国際航空が価格競争を回避し、サービス強化に重点を置く戦略は、短期的な収益成長よりもブランド価値と顧客ロイヤルティの構築を優先する姿勢を示唆しています。投資家は、この戦略が長期的に市場シェアの維持・拡大につながるか、あるいは競合他社の低価格攻勢に苦戦するかを慎重に見極める必要があります。ロイヤルティプログラムの強化による会員増と利用促進の効果が注目されます。
航空運賃の引き下げは、タイ国民やタイを訪れる外国人観光客にとって旅行の機会を広げる可能性があります。しかし、タイ国際航空が価格競争を避けることで、一部の旅行者は依然として高めの運賃に直面するかもしれません。一方で、サービス品質の向上やロイヤルティプログラムの拡充は、頻繁に利用する顧客にとってメリットとなり、より快適な旅行体験を提供するでしょう。特に、会員資格の緩和や追加特典は、幅広い層の旅行者の満足度向上に寄与すると考えられます。
原油価格の下落は、タイ国民の生活費全体にも間接的な影響を与える可能性があります。航空運賃の低下は、国内旅行や海外旅行をより身近なものにし、観光産業の活性化にもつながるでしょう。タイ国際航空が、価格競争に陥らずとも、サービス向上やロイヤルティプログラムの強化を通じて、国民にとってより魅力的な選択肢であり続けられるかが問われます。特に、会員資格の緩和は、これまで利用をためらっていた層にも機会を与える可能性があります。
背景・歴史的文脈
タイ国際航空は、過去に経営破綻の危機に瀕し、再建計画を進めてきました。原油価格の変動は、燃料費が運航コストの大きな部分を占める航空会社にとって、経営の安定性に直接影響を与えます。中東情勢の緊迫化による原油価格の高騰は、2026年春に一時的に航空会社のコストを圧迫しましたが、その後、価格は落ち着きを取り戻しつつあります。この状況下で、タイ国際航空は、単なる価格競争ではなく、顧客体験の向上とロイヤルティプログラムの強化を通じて、競争優位性を確立しようとしています。これは、過去の経営危機からの教訓を踏まえ、持続可能な成長を目指す戦略の一環と考えられます。
原文ソース
Pattaya Mail