Thai Airways

Gone are the days when passengers were content with a simple in-flight magazine or the occasional movie playing on a small screen. With the rise of streaming platforms, passengers are now accustomed to having access to an almost endless variety of content, all tailored to their specific preferences.

Passengers now expect access to an extensive range of films, TV shows, music, games, and even interactive experiences. The shift toward personalized, engaging content is a direct response to the changing needs and desires of the traveling public.

Embracing this demand is Thai Airways. The company is strategically enhancing its inflight entertainment (IFE) offerings through a strong partnership with the content service provider Images In Motion (IIM). This has played a key role in elevating Thai Airways’ inflight entertainment experience.

Mr. Kittiphong Sansomboon, Chief Commercial Officer at Thai Airways, says, “For us, it’s not just about offering a service, but about fostering connections. We offer a rich and diverse range of content, embracing everything from Hollywood blockbusters to a spectrum of international films across various genres and languages.”

Under his guidance, the airline has taken significant steps to revamp its entertainment strategy, creating a seamless and personalized experience for its passengers. This effort aligns with its broader mission to become a high-quality, full-service carrier that blends technological innovation with the warmth and tradition of Thailand’s hospitality. Mr. Sansomboon, in his role, emphasizes that the ultimate goal is to provide a diverse and engaging experience that resonates with the varied global traveler base.

A Global Approach to Content Curation

One of the most significant changes Thai Airways has made is its approach to inflight content. While many airlines focus primarily on Hollywood films and domestic productions, Thai Airways has expanded its offerings to include a broad spectrum of content that caters to its international passengers.

“An airline like Thai Airways, even though we are based in Thailand, must cater to a wide range of passengers traveling from all corners of the globe,” Mr. Sansomboon explains. “We understand that passengers could be from anywhere—business travelers from Europe, tourists from the US, or vacationers from Asia—and they all have different tastes in entertainment.”

The airline’s entertainment offerings reflect this global approach. The content library includes not only popular Hollywood blockbusters but also regional films and international TV shows, offering a well-rounded selection that spans multiple genres and languages.

“We believe that our content needs to be as diverse as our passengers,” Mr. Sansomboon says. “That’s why we ensure a wide variety of genres, from action-packed films to family-friendly animations, as well as music for those who prefer audio entertainment during long flights.”

The emphasis on variety is not just about offering more content but about curating the right content for passengers’ differing tastes. Thai Airways has made it a priority to include everything from classic films to the latest global releases. It also includes regional content that is dear to passengers from Asia, offering them a familiar touch of home, particularly for long-haul flights.

Mr. Sansomboon mentions, “For Thai passengers in particular, we include Thai films and shows. This helps make them feel connected to their culture even when they’re thousands of miles away from home.”

Keeping Content Fresh

A critical aspect of Thai Airways’ strategy has been the regular refresh of its IFE library. Unlike many airlines that update their content only a few times a year, Thai Airways refreshes its library every two months to keep passengers engaged with new titles. This frequent content update ensures that travelers are always presented with fresh and exciting options, which is vital for building passenger loyalty.

“For frequent flyers, one of the most important factors in choosing an airline is the content available on board,” Mr. Sansomboon explains. “Imagine you’re on a 16-hour flight. You watch a few movies on the way there, and when you return, you expect to have a new selection of films to choose from. If the content remains the same, it can be a major letdown. Regularly updated content ensures that passengers always have something to look forward to.”

This commitment to content variety and freshness is a key driver of passenger satisfaction and loyalty. The airline understands that its passengers are savvy and discerning, especially frequent travelers who demand more than just basic entertainment.

The Role of Technology in Enhancing the Experience

While content is a crucial aspect of inflight entertainment, the hardware that delivers it plays a significant role in the overall experience. As technology continues to advance, passengers now expect high-definition screens and seamless interfaces that allow them to easily navigate their entertainment options.

Thai Airways has responded to this demand by upgrading the inflight entertainment hardware across its fleet, ensuring that passengers experience sharp, clear visuals and intuitive controls.

The airline has invested in HD screens that offer excellent clarity and large display sizes, creating a more immersive viewing experience for passengers. It also focuses on user interface (UI) design to make navigation as smooth as possible. Thai Airways’ IFE system features an intuitive GUI (graphical user interface) that allows passengers to easily browse content, select films or TV shows, and adjust settings to their preferences.

This ensures that whether a passenger is on a short regional flight or a long-haul journey, they can quickly and effortlessly find something enjoyable to watch.

Catering to the Unique Needs of Each Passenger

As digital convenience continues to reshape the passenger experience, personalization has emerged as a key differentiator for airlines. Thai Airways is tapping into this trend by using data analytics to better understand the preferences of its passengers. By analyzing anonymized data on what types of content are popular on specific routes or during particular seasons, the airline is able to curate its entertainment offerings to suit the unique needs of each passenger.

“We’ve started to use anonymized data to gain insights into passenger preferences,” Mr. Sansomboon shares. “For example, during the holiday season, we might focus more on family-friendly content. On business routes, we may prioritize professional documentaries or films with a more sophisticated tone.” This data-driven approach ensures that passengers are not only offered a broad selection of content but also one that feels relevant to their journey.

The airline also uses data to refine its content presentation, suggesting films or TV shows based on the passenger’s previous viewing habits. This personalized experience mirrors the content recommendations that passengers are accustomed to from platforms like Netflix or Spotify, making their inflight experience even more enjoyable and relevant to their interests.

Seamless Integration with Other Digital Touchpoints

Thai Airways is also keen on integrating its inflight entertainment offerings with the broader digital ecosystem to enhance the overall passenger experience. The airline’s mobile app is an essential part of this strategy, allowing passengers to see content previews before boarding.

During the flight, passengers can use the app to share their preferences with cabin crew, creating a more personalized and interactive experience. Furthermore, Thai Airways is working toward incorporating onboard connectivity, allowing passengers to access the internet, send messages, and even engage with social media while flying at 35,000 feet. This connectivity enhances the inflight experience and also ensures that passengers remain connected with the outside world during their journey.

Elevating the Thai Experience

A standout feature of Thai Airways’ IFE system is its ability to tell the story of Thailand in a visually captivating way. The airline has worked closely with IIM to create dynamic content that celebrates Thai culture and heritage while providing entertainment. This partnership has resulted in the creation of cinematic visual segments that showcase Thailand’s rich history, landmarks, and traditions.

Mr. Sansomboon notes, “We wanted to do more than just offer movies. We wanted to tell the story of Thailand through our IFE system. Our collaboration with IIM helped us create promotional segments that are not just informative but also visually striking, capturing the essence of our culture and traditions.” This approach has not only elevated the entertainment experience but has also reinforced the airline’s brand identity, ensuring that passengers feel a deeper connection to Thailand during their journey.

Feedback and Continuous Improvement

As Thai Airways continues to evolve its inflight entertainment offerings, passenger feedback remains central to its strategy. The airline actively solicits feedback from passengers regarding their IFE experiences and uses this information to fine-tune its content and technology. A key example of this is a letter Thai Airways received from a young Thai student traveling on a long-haul flight from Frankfurt to Bangkok. She wrote to thank the airline for making her flight special, mentioning how moved she was to watch a classic Thai drama that brought back memories of watching it with her grandmother.

Looking ahead, Thai Airways is committed to continuing its journey of innovation in inflight entertainment. Through its collaboration with IIM, the airline has successfully created a content-rich, technology-forward IFE system that enhances the passenger experience.

Mr. Sansomboon is optimistic about the future, noting, “We’re excited about where this partnership will take us. As we continue to innovate and refine our inflight entertainment, we look forward to providing our passengers with an experience that is not only enjoyable but deeply connected to the warmth and spirit of Thailand.”

With its focus on variety, personalization, and seamless integration with modern technology, Thai Airways is setting new standards for inflight entertainment, ensuring that passengers have an unforgettable experience in the sky. Whether they are flying for business, leisure, or to reconnect with their heritage, Thai Airways is there to make the journey a little bit more special, a little bit more connected, and a lot more enjoyable.