Bangkok: Thai Airways is shifting its commercial strategy towards the future as it held the THAI Global Commercial Conference 2026, emphasizing its theme - Elevated by Heartware. Refining a New World with THAI. Approximately 500 business partners and ticket agents from around the world gathered at the Royal Orchid Sheraton Riverside Hotel, Bangkok, to participate in the event hosted by Thai Airways International Public Company Limited's Commercial Division.
According to Thai News Agency, the conference served as a platform to communicate the airline's future commercial operations direction, business strategies, and plans for product and service development, in response to the evolving aviation industry. The company's growth direction is encapsulated in the concepts of Heart-work, Heart-ware, and Heart-sales. Heart-work aims to enhance the work of personnel, Heart-ware focuses on using "heart" to create travel experiences that meet passenger needs, and Heart-sales is about building trust with partners worldwide through business capabilities, network development, and commercial strategies.
Mr. Chai Eiamsiri, CEO of Thai Airways, highlighted the airline's commitment to connecting people and investments, while also promoting Thai identity through its in-flight products and services. He attributed the success of the conference to the cooperation and collaboration of all parties involved in transforming strategy into a truly immersive travel experience.
Leading the commercial management team, Mr. Kittipong Sarassomboon, Chief Commercial Officer, shared the company's vision for growth, which includes expanding market opportunities, strengthening the route network, enhancing passenger experiences, and forging strategic partnerships to drive towards sustainable Commercial Excellence.
The THAI Global Commercial Conference 2026 presented not only a platform for business updates but also an opportunity to build relationships, trust, and inspiration, thereby reinforcing global partnerships. This event is seen as a key driving force in designing meaningful travel experiences and advancing into a new future for the aviation industry under the theme 'Elevated by Heartware. Refining a New World with THAI.'