Thai Airways's Slogans & Taglines

Thai Airways International Public Company Limited, trading as THAI, is the flag carrier airline of Thailand founded on 29 March 1960 as a joint venture between Thailand’s domestic carrier Thai Airways Company and Scandinavian Airlines System (SAS). The airline commenced international operations on 1 May 1960 with a flight from Bangkok to Hong Kong, and in 1977 the Thai government bought out SAS’s shares, establishing it as the national carrier. In 1997, THAI became a founding member of the Star Alliance, and in 1998 merged with Thai Airways Company to consolidate domestic and international operations. Headquartered in Bangkok, the airline primarily operates from Suvarnabhumi Airport, serving over 60 destinations across Asia, Europe, Australia and the Americas.

Core offerings include full-service passenger travel across Royal First, Business and Economy classes, cargo operations through Thai Cargo, the Royal Orchid Plus frequent-flyer programme, and the Royal Orchid Spa lounge services. Brand messaging has centred on the enduring tagline Smooth as Silk, introduced long before branding became a common strategy and described as the soul of the airline. More recently, the company has adopted I Fly THAI as a consumer-facing slogan, reflecting personal pride in choosing the national carrier.