“This enables the company to compete successfully in an ever-changing business environment,” Thai Airways says. “As a national carrier, we aim to offer world-class services and ensure brand value creation to achieve strong and sustainable growth.”

Since July 1, it has been operating daily flights between Bangkok and Italy’s Milan Malpensa Airport using the Boeing 787-8 Dreamliner. A late-night departure from Asia and morning arrival provides convenient travel timings, as does the return leg from Europe, which is scheduled to leave Milan at 2.05pm and land in Bangkok at 5.55am the next morning.

Its other new service to Oslo Gardermoen Airport, in Norway, uses the larger 348-seat Boeing 777-300ER. It follows a similar overnight schedule to maximise opportunities for connectivity and the number of travel options for passengers.

For Thai Airways, the decision to operate these routes from midyear is part of a broader strategy to expand its presence in Europe, strengthen its global network and continue to set benchmarks for all-round excellence.

Here are three good reasons you may want to consider booking a flight with the airline for your forthcoming European trip.

1. Unmatched Thai hospitality

One thing that has long set the airline apart is its top-notch in-flight standards and attention to detail.

“The hospitality on Thai Airways flights is renowned for its exceptional service, warmth and professionalism,” the company says. “This reflects Thailand’s rich cultural heritage and the nation’s emphasis on friendliness and courtesy.”

For example, when boarding an aircraft, passengers can expect to be greeted by staff with a wai, a traditional gesture of respect, with the hands placed together in a prayer-like position and accompanied by a slight bow.

“This sets the tone for the rest of the journey, making passengers feel valued and welcomed,” the company says. “And other elements of Thai culture are subtly incorporated into cabin decor, menu and service style, creating an authentic Thai experience.”

As part of that, cabin crew members are carefully trained to anticipate passengers’ needs and provide every kind of help to ensure a genuine sense of comfort and relaxation.

At all times, special attention is given to catering for different dietary preferences and requirements. Therefore, menus naturally include dishes which exemplify the very best of Thai cuisine, but there are also tasty vegetarian, halal and kosher selections, as well as personalised choices which can be made available upon request.

The range of in-flight entertainment options is similarly comprehensive. It runs from hit television dramas, comedy shows and documentaries to music channels, video games and lifestyle features. For film fans, there is everything from classic offerings to the latest Hollywood blockbusters, along with great examples of Thai cinema to give a taste of what the local entertainment scene in Asia has to offer.

“The commitment to service excellence ensures that every flight with us is a pleasant and memorable experience, embodying the spirit of Thailand from take-off to landing,” the company says. “From the presentation of meals to the cleanliness of the cabin, we place a strong emphasis on the finer details, ensuring a high standard of service throughout each flight.”

2. Reliable connections via Bangkok

On the ground, too, the fact that Suvarnabhumi Airport is one of Asia’s major aviation hubs means that transiting there is smooth and reliable.

Multilingual signage points the way to transfer and information desks and departure gates. There are duty-free shops and multiple dining options, ranging from upmarket restaurants to outlets of leading global chains.

Spa facilities offer facials, body scrubs and aromatherapy. Medical clinics and pharmacies are available to attend to any health needs. Royal Orchid Lounges, operated by Thai Airways, offer everything from hot showers and buffet meals to business facilities and private rest areas.

“These amenities and services are all designed to enhance the transit experience, making it a comfortable and enjoyable stopover for passengers travelling through Bangkok,” the company says. “For those on longer layovers, there is a transit hotel and easy access to the city centre via the Airport Rail Link, taxis or shuttle services.”

3. New and improved aircraft

International Air Transport Association figures show that air passenger traffic, as measured in revenue passenger kilometres – the number of paying passengers carried on scheduled flights multiplied by the number of kilometres flown – is now showing a nearly 30 per cent year-on-year increase.

With this in mind, Thai Airways has committed to a significant programme of investment in new aircraft to meet the forecast rise in demand. That has led to the recent acquisition of Airbus A350-900 and Boeing 787 aircraft.

These aircraft offer the combined attractions of significant improvements in technology, state-of-the-art in-flight entertainment systems and wider cabins, allowing for more spacious seating configurations.

“Both aircraft utilise advanced composite materials that are lighter and stronger than traditional materials, which contributes to fuel efficiency and overall operating performance,” the company says. “Also, both are equipped with the latest avionics systems, enhancing navigation, communication and general flight safety.”