A Conversation With Capt. Puttipong Prasarttong-Osoth, President and CEO, Bangkok Airways
During the celebration of Bangkok Airways’ 36th anniversary in 2004, the airline introduced a new campaign, “Asia’s Boutique Airline: Exclusive Service To Exotic Gems,” to strengthen its brand and further position it as a credible, trustworthy airline while maintaining a modern, trendy boutique-like character. The airline’s objective was to offer the best personalized service to passengers, as well as develop more exotic and cultural destinations.
In addition, when the government of Thailand implemented the open-skies policy, an influx of airlines entered the market. To effectively compete and secure a firm foothold in the markets it serves, Bangkok Airways had to differentiate itself from the competition.
To do so, the carrier established five distinguishable pillars: boutique lounges; boutique airports; appetizing menus; friendly, exclusive service; and new modern aircraft.
To succeed in today’s competitive aviation industry, Bangkok Airways has outlined numerous key goals and objectives to ensure its customers receive a superior experience that differentiates it from competitors. In a recent interview with Ascend, Bangkok Airways CEO Capt. Puttipong Prasarttong-Osoth discusses his airline’s unique characteristics and how differentiation is essential for long-term success.