Also relevant to our analysis in this regard, considering the increasing pressure levelled by potential LLC longhaul
operations, industrial analyses even suggest that THAI should seriously deliberate on establishing a new
carrier brand for the long-haul low-cost sector, very much in the same vein as Singapore Airlines’ strategy, a
major player in the industry, which has a 100% stake in Scoot and a 33% stake in short-haul LCC affiliate Tiger
Airways. It has been argued that Nok, a THAI’s affiliate, has a strong domestic brand, but lacks the
international recognition to serve as a strong player in Thailand’s inbound market. Meanwhile, Thai Smile is
best off maintaining its regional focus following a similar model to SIA subsidiary SilkAir.
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