Thai Airways (THAI) has divided its sales units in a bid to boost revenues.
In the latest commercial restructuring, the airline's sales will be split into five units, THAI president Sorajak Kasemsuvan said on Thursday.
He said the changes were prompted by increasing competition in the aviation industry.
The five units are: the sales and revenue management unit for planning strategies, setting fares and mapping out marketing plans; the sales unit for markets in Thailand, China and Indochina; the sales unit for Asia; the sales unit for inter-continental markets; and the digital commerce unit.
The digital commerce unit will be targeting a 100% jump in revenue in the upcoming year, up from 18 billion baht a year currently, Mr Sorajak said.
The unit deals with sales through the internet and social media outlets.
Mr Sorajak said a young generation of executives will head the five units to address new sales challenges.
He said the executives are expected to generate an infusion of new ideas to boost revenues.
The airline president said he will meet executives of the five units next week to come up with sales strategies for the next three to six months.
The sales revamp _ the airline's first in 10 years _ could see a rise in THAI's revenue starting at the end of the year, Mr Sorajak said.
The sales and marketing work is being improved as the airline is putting a fleet of new aircraft into service.
THAI was making adjustments to keep up with stiff competition from low-cost airlines and Gulf carriers.
A source at the national airline said the responsibility of setting airfares was centralised in the past, which kept the company from tailoring sales plans well-suited to specific markets.
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- Writer: Amornrat Mahitthirook