Recommended Actions This Week:
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Stabilize Inconsistent Support: Work with Trailfinders and Gold Medal Travel Group to stabilize variability in recent support and strengthen these valuable partnerships.
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Engage Underperforming Agents: Prioritize agents like Polani Travel, Southall Travel, Travel Up, and Brightsun. Conduct a review to understand why current structural incentives are underperforming and adjust strategies as needed. Launch targeted tactical actions to rebuild trust and regain their support, leveraging opportunities from recently concluded competitor efforts, such as those by Qatar Airways and Saudia. Focus on high-value O&Ds like BKKLHR, HKTLHR, and LHRMEL to drive results.
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Diversify Support Across O&Ds: Address risks associated with high dependency on specific O&Ds, such as Expedia’s reliance on BKKLHR. Introduce incentives to encourage greater support for underperforming routes, including LHRMEL and LHRPER.
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Monitor Competitor Tactics: Closely track active tactical actions from competitors like Qatar Airways targeting BKKLHR, HKTLHR, and DPSLHR, and Cathay Pacific and China Airlines targeting LHRPER and HKTLHR. Prepare counter-tacticals to protect Thai Airways’ market share on these high-priority routes.
Addressing underperforming agents and O&Ds through these actions could unlock a £10.2 million annual revenue opportunity for Thai Airways
Market Overview This Week:
Thai Airways continues to excel with strong support from top-performing agents, such as E Travel Online and Expedia, whose engagement significantly exceeds the airline’s overall market share. However, critical gaps persist with underperforming agents, including Polani Travel, Southall Travel, and Trip.com, underscoring the need for immediate structural and tactical interventions.
Proactive engagement is vital to mitigate competitive pressure from rivals like Qatar Airways, Singapore Airlines, and Cathay Pacific. By reinforcing structural incentives for well-performing agents, diversifying support on high-dependency O&Ds, and preparing targeted counter-tacticals, Thai Airways can secure its position and recover significant lost opportunities.
Key Travel Agent Advisory
E Travel Online
Structural and Tactical Actions recommended with E Travel Online
• Structural Actions: Agent continues to provide consistent support to Thai Airways. No structural action required; maintain the relationship to ensure ongoing alignment.
• Tactical Actions: No tactical actions required this week.
Performance Overview
E Travel delivers exceptional support for Thai Airways, achieving a 20.3% agent share compared to the airline's 6.9% overall market share. This strong alignment highlights the effectiveness of existing structural incentives and reinforces E Travel’s role as a critical partner for the airline. Recent support trends remain stable, with consistent agent behavior indicating a solid and reliable foundation. With no missed revenue opportunities identified, the partnership reflects strong alignment, though careful monitoring is necessary to ensure continued support and guard against potential shifts in agent priorities.
Competitor Framing
E Travel’s loyalty to several competitors highlights the challenges Thai Airways faces in maintaining exclusive alignment. Airlines such as Air China, with a 14.6% agent share compared to its overall market share of 4.6%, and China Eastern, capturing 11.5% agent share against its 2.6% overall market presence, demonstrate the agent's strong engagement with these carriers. Saudia also commands a notable 9.8% agent share compared to its overall market share of 2.9%, indicating a well-executed strategy to secure agent loyalty. These figures underscore the competitive pressures Thai Airways faces, as competitors’ incentives and initiatives appear to be more closely aligned with E Travel’s priorities in specific areas.
Overview on O&Ds
E Travel demonstrates a strong alignment with Thai Airways, achieving significant overperformance across several key routes, including BKKLHR, DPSLHR, HKTLHR, LHRSIN, and LHRSYD. This highlights the agent's ability to amplify Thai Airways’ presence on these routes, surpassing its overall market share. Notably, BKKLHR accounts for 76.2% of the agent's bookings with Thai Airways, indicating a high dependency on this route. While this strong performance benefits Thai Airways, it also emphasizes the importance of diversifying support across other O&Ds to mitigate potential risks associated with this reliance.
Tactical Activity in the Market
Competitor airlines are actively influencing E Travel’s behavior through a mix of broad and O&D-specific tactical initiatives. Etihad Airways is aggressively targeting DPSLHR, achieving a 23.6% agent share compared to its 4.6% overall market presence, while also sustaining tactical actions on LHRSIN, where it holds a commanding 34.7% agent share against a 3.7% overall share. Air China has launched a tactical campaign on KULLHR, capturing 29.6% of the agent’s bookings compared to its 1.9% overall market share. Additionally, recently concluded tactical activity by Saudia on KULLHR may offer a temporary opening for Thai Airways to reassess its positioning.
Notably, Etihad’s ongoing campaign on LHRSIN extends across multiple agents, emphasizing its strategic focus on this critical route. These activities highlight a competitive landscape where tactical efforts are not confined to individual agents but form part of broader market strategies. Thai Airways faces increasing pressure to respond to these sustained and widespread tactical initiatives.
Crystal Travel
Addressing underperformance on LHRPER is worth an additional £201,825 in annual revenue.
Structural and Tactical Actions recommended with Crystal Travel
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Structural Actions: Agent provides solid support but with recent inconsistencies. Introduce structural O&D incentive on LHRPER, where the agent is underperforming, to address a missed revenue opportunity of £201k per annum.
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Tactical Actions: Monitor new tactical activity by Qatar Airways on BKKLHR, DPSLHR, and KULLHR. While no immediate impact on key routes is evident, prepare counter-tacticals to protect share if competitor initiatives begin to affect alignment. Engage with the agent to explore potential opportunities following the conclusion of Etihad’s tactical activity on LHRSIN.
Performance Overview
Crystal Travel provides strong support for Thai Airways, with an 8.1% agent share compared to the airline's overall market share of 6.9%. This indicates that existing structural incentives are effectively fostering agent loyalty. Recent support has remained around long-term average levels, though inconsistent agent behavior warrants continued monitoring to ensure stability in performance.
Competitor Framing
Crystal Travel demonstrates significant support for other airlines, including Kuwait Airways (KU), with an 8.1% agent share compared to its 1.7% overall market share, and Saudia (SV), with a 6.1% agent share compared to its 2.9% overall market share. These figures suggest that these competitors are successfully leveraging structural or tactical incentives to drive support from the agent. Additionally, competitors are actively targeting the underperforming LHRPER route. For instance, Cathay Pacific (CX) holds a 13.3% agent share compared to its 8.3% overall market share, while Malaysia Airlines (MH) achieves an 18.7% agent share against an 8.9% overall market share. These insights highlight the competitive pressures impacting Thai Airways’ position.
Overview on O&Ds
Crystal Travel demonstrates strong overall support for Thai Airways, including robust performance on HKTLHR, reinforcing the agent’s alignment with key O&Ds. However, its reliance on BKKLHR, with 82.7% of Thai Airways bookings concentrated on this O&D, highlights a dependency risk. Recent support on this route is around long-term average levels, warranting continued monitoring. Gaps in support are evident on LHRPER, where Thai Airways secures only 0.6% of the agent’s bookings compared to its overall market share of 4.3%. Competitors dominate this O&D, with Singapore Airlines achieving 20% agent share versus 13.3% overall share and Malaysia Airlines capturing 18.7% compared to its 8.9% overall market share. This discrepancy contributes to a missed revenue opportunity of £201,825, underscoring the need to assess structural incentives for LHRPER to address this gap and mitigate dependency risks on BKKLHR.
Tactical Activity in the Market
Competitor tactical activity is actively influencing Crystal Travel's behavior, with Qatar Airways demonstrating a strong presence on multiple O&Ds. Qatar Airways has launched new tactical activity on BKKLHR, achieving 40.1% agent share compared to its overall share of 15.7%, and on DPSLHR, securing 38.3% agent share versus its overall share of 12.3%. These initiatives underscore a focused push by Qatar Airways to maintain dominance on these critical O&Ds.
Etihad Airways is targeting LHRSIN with a tactical campaign, achieving 34% agent share compared to its overall market share of 3.7%. Notably, this activity spans multiple agents, highlighting Etihad's broader strategy to consolidate support on this O&D.
Recently concluded tactical activity includes Saudia on HKTLHR and Singapore Airlines on LHRMEL, presenting potential openings for Thai Airways to reinforce its positioning. These campaigns reflect a dynamic tactical landscape that continues to shape Crystal Travel’s support across multiple O&Ds.
Trailfinders
Structural and Tactical Actions recommended with Trailfinders
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Structural Actions: Agent provides strong support but has shown recent inconsistencies. No immediate structural action required; continue monitoring for signs of fluctuation and potential dips in support.
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Tactical Actions: No tactical actions are required this week.
Performance Overview
Trailfinders is delivering strong alignment with Thai Airways, achieving an agent share of 11.9%, which exceeds the airline's overall market share of 6.9%. This reflects the agent's importance in supporting Thai Airways’ position within the UK market. However, the agent's recent support trends are inconsistent, fluctuating around long-term average levels. This variability in behavior highlights both the potential for deeper engagement and the need for ongoing monitoring to ensure stable alignment.
Competitor Framing
Trailfinders exhibits significant alignment with key competitors of Thai Airways, showcasing the competitive dynamics within this agent's portfolio. Singapore Airlines secures 20.2% of Trailfinders’ bookings compared to its overall market share of 11.9%, reflecting a strong connection. Similarly, Qantas captures 10.9% of the agent’s bookings against its 4.8% market share, while EVA Air achieves 10.2%, outperforming its 5.5% overall presence. These figures highlight the success of competitor strategies in aligning with Trailfinders’ priorities, presenting Thai Airways with an opportunity to examine these alignments to ensure sustained support and mitigate any potential shifts.
Overview on O&Ds
Trailfinders exhibits strong overall support for Thai Airways, achieving an 11.9% agent share compared to the airline’s 6.9% overall market share. However, this strong support highlights a high dependency on BKKLHR, where 61.1% of the agent's bookings for Thai Airways are concentrated. This dependency poses potential strategic risks, emphasizing the importance of ensuring sustained support across other routes.
Among the poorly supported O&Ds, there are no notable gaps for Thai Airways identified in the dataset, indicating robust support across most of the agent's routes. Conversely, overperforming O&Ds such as LHRMEL and LHRSYD stand out, reflecting Trailfinders’ ability to provide exceptional support on these routes. This strong support underscores the value of reinforcing these relationships to capitalize on Trailfinders' strategic importance for Thai Airways.
While no significant revenue loss is indicated for Trailfinders, addressing the dependency on BKKLHR will ensure a diversified and resilient portfolio. This approach will mitigate any potential risks of over-reliance on a single O&D while continuing to strengthen the agent's overall support for Thai Airways' network performance.
Tactical Activity in the Market
Trailfinders does not exhibit any influence from new or ongoing tactical activities this week. Additionally, there are no recently concluded campaigns affecting the agent’s behavior. The absence of tactical initiatives indicates a stable tactical environment for Trailfinders at present.
Southall Travel
Strengthening structural alignment with Southall Travel could unlock £4,105,095 in additional annual revenue.
Structural and Tactical Actions recommended with Southall Travel
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Structural Actions: Agent significantly underperforms on high-value routes, creating a £4.1M revenue gap. Develop tailored structural incentives to rebuild alignment and address underperformance.
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Tactical Actions: Monitor new and ongoing tactical activities from competitors such as CZ on HKGLHR, EY and QR on KULLHR, and SQ on LHRPER. Prepare targeted counter-tacticals to mitigate the impact of these activities and protect Thai Airways’ share on high-priority routes like BKKLHR. Engage with the agent to explore opportunities for strengthening collaboration and capturing share left vulnerable by competitors’ shifting focus.
Performance Overview
Southall Travel Ltd is underperforming in alignment with Thai Airways, achieving an agent share of 2.3% compared to the airline’s overall market share of 6.9%. This gap represents a significant opportunity for Thai Airways to engage with the agent and address the underlying challenges, with missed revenue totaling £4,105,095 annually.
Competitor Framing
Southall Travel Ltd demonstrates substantial support for other airlines, including EVA Air (BR) with a 27% agent share versus 5.5% overall market share, Etihad Airways (EY) at 12.7% versus 7%, and Gulf Air (GF) at 10.7% versus 1.2%. Additionally, Singapore Airlines (SQ) and Qatar Airways (QR) are dominating key O&Ds such as LHRPER, where SQ achieves a 28.8% agent share compared to 13.3% overall, and QR reaches 21.6% compared to 8.2%. These figures highlight strong competition, underlining the need for Thai Airways to reassess its strategy to regain share on key routes.
Overview on O&Ds
Southall Travel Ltd exhibits underperformance on several critical O&Ds, including HKTLHR, where the agent achieves 7.1% share compared to Thai Airways’ 11.9%, and LHRPER, with 2.3% versus 4.3%. A more significant concern is BKKLHR, where the agent achieves only 3.0% share against the airline’s 25.5%. These routes collectively represent a value of missed opportunity totaling £4,105,095, indicating a substantial need for intervention. While consistent behavior offers stability, the significant gaps on these O&Ds necessitate focused engagement and tailored incentives to rebuild alignment.
Tactical Activity in the Market
Competitors are leveraging a mix of new and ongoing tactical activities to secure support from Southall Travel Ltd. New tactical activity includes China Southern Airlines (CZ) on HKGLHR, achieving a 47.8% agent share compared to 5.5% overall. Ongoing tactical efforts by Etihad on KULLHR, with a 22.2% agent share versus 5.3% overall, and Qatar Airways on the same route, with 25.4% versus 11.1%, indicate aggressive competition. Gulf Air has also deployed tactics targeting BKKLHR, while Etihad and Gulf Air have been active on HKTLHR and LHRSIN, respectively. These activities demonstrate intense competitive pressure, emphasizing the need for Thai Airways to monitor and counter these initiatives effectively.
Travel Up
Rebuilding collaboration with Travel Up offers a potential £872,484 boost in annual revenue.
Structural and Tactical Actions recommended with Travel Up
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Structural Actions: Develop structural incentives tailored to underperforming O&Ds such as BKKLHR, HKTLHR, LHRMEL, and LHRPER. Engage the agent to address alignment gaps and identify opportunities to better meet its priorities, leveraging the consistent behavioral patterns as a foundation for rebuilding trust and collaboration.
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Tactical Actions: Monitor new tactical activity by Shenzhen Airlines on HANLHR and ongoing initiatives by Qatar Airways on BKKLHR and China Southern Airlines on HKGLHR. Prepare counter-tacticals to mitigate the impact of these activities and protect Thai Airways’ position on high-priority O&Ds. Engage the agent directly to explore opportunities arising from Saudia’s recently ended tactical activity on HKTLHR.
Performance Overview
Travel Up is underperforming in alignment with Thai Airways, achieving an agent share of 2.1%, which falls significantly below the airline’s overall market share of 6.9%. This gap highlights a substantial opportunity for engagement to address alignment challenges and strengthen the partnership. The agent's recent support trends align with long-term averages, indicating consistent behavior that could serve as a foundation for targeted interventions.
Addressing misalignment across key routes represents a missed revenue opportunity of £872,484 annually, emphasizing the urgency of targeted actions to rebuild support and capture lost share.
Competitor Framing
Travel Up demonstrates considerable support for competitors, including China Southern Airlines (CZ) with a 5.3% agent share compared to 1.9% overall, and Singapore Airlines (SQ) with a 21.1% agent share against 11.9% overall. Additionally, competitors dominate key O&Ds, such as SQ on LHRPER with 31.6% agent share versus 13.3% overall, and on HKTLHR with 33% agent share versus 11.8%. Emirates (EK) and Saudia (SV) are also actively securing shares on HKTLHR, with 14.3% and 13.8% agent shares, respectively. These insights reveal intense competitive pressure, underlining the need for Thai Airways to reassess its strategies to regain share on critical routes.
Overview on O&Ds
Travel Up demonstrates underperformance on several critical O&Ds. LHRMEL and LHRPER show minimal alignment, with agent shares of 0.1% and 0.6%, respectively, compared to Thai Airways’ 2.7% and 4.3%. BKKLHR, a high-value route, also shows weak alignment, with a 12.9% agent share compared to the airline’s 25.5%. HKTLHR faces similar challenges, with only a 2.5% agent share against Thai Airways’ 11.9%.These routes highlight the critical need for tailored interventions to rebuild alignment.
Tactical Activity in the Market
Competitors are actively targeting Travel Up through a combination of new and ongoing tactical activities. Notably, new tactical activity by Shenzhen Airlines (ZH) targets HANLHR, achieving a 40% agent share compared to 10.1% overall. Ongoing tactical efforts include Qatar Airways (QR) on BKKLHR and China Southern Airlines (CZ) on HKGLHR. Recently ended tactical activity by Saudia (SV) on HKTLHR may offer Thai Airways an opening to strengthen its share. These activities reflect the competitive intensity surrounding Travel Up and underscore the need for proactive measures to address the impact of these tactics.
Polani Travel
Establishing strategic cooperation with Polani Travel could unlock £3,924,973 in annual revenue.
Structural and Tactical Actions recommended with Polani Travel
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Structural Actions: Agent shows minimal alignment with Thai Airways, resulting in a £3.9M revenue gap. Introduce structural incentives to rebuild engagement and capture share.
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Tactical Actions: Monitor ongoing competitor tactical activity, particularly by Kuwait Airways on BKKLHR and China Eastern Airlines on DPSLHR and HKGLHR. While no immediate threats to Thai Airways’ share exist due to the current lack of alignment, prepare counter-tacticals to protect share if competitor dominance continues to strengthen. Engage the agent proactively to take advantage of the gap left by Qatar Airways following the conclusion of its tactical activity on BKKLHR.
Performance Overview
Polani Travel is showing no alignment with Thai Airways, with no agent share recorded against the airline’s overall market share of 6.9%. This significant gap highlights an urgent need for engagement and a reassessment of structural incentives. The total value of missed opportunities for all routes stands at £3,924,973, indicating a substantial need for intervention.
Competitor Framing
Polani Travel demonstrates substantial support for a range of competitor airlines. Notably, China Airlines (CA) holds a 19.7% agent share compared to its 4.6% overall market share, and Etihad Airways (EY) achieves a 15.3% agent share versus 7% overall. Similarly, Saudia (SV) commands a 14.2% agent share against 2.9% overall, and China Southern Airlines (CZ) secures 7% agent share versus its 1.9% overall market share. These figures reflect strong structural or tactical strategies by competitors, which Thai Airways must analyze to understand their appeal and regain share from Polani Travel.
Overview on O&Ds
Polani Travel exhibits a critical lack of engagement on key routes such as BKKLHR, where the agent's share is just 0.1% compared to Thai Airways' overall market share of 25.5%. This highlights an urgent need to establish strategic cooperation and capture missed opportunities.
Tactical Activity in the Market
Competitors are actively targeting Polani Travel with tactical initiatives. New tactical activity includes efforts by Kuwait Airways (KU) on BKKLHR, where it achieves a 20.4% agent share against its 3.8% overall market share. Ongoing tactical activity is dominated by China Eastern Airlines (MU) on DPSLHR and HKGLHR, with agent shares of 46.5% and 49.4%, respectively, far exceeding their overall market shares of 5.4% and 6.1%. Qatar Airways (QR) has recently ended tactical activity on BKKLHR, which may provide an opening for Thai Airways to intervene. These dynamics highlight intense competition that Thai Airways must address through targeted strategies.
Trip.com
Addressing structural challenges with Trip.com across multiple O&Ds could unlock £517,847 in additional annual revenue.
Structural and Tactical Actions recommended with Trip.com
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Structural Actions: Agent is significantly underperforming. Implement or review structural incentives to address gaps in order to capture a missed revenue opportunity of £518k per annum.
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Tactical Actions: Monitor new tactical activity by Cathay Pacific on BKKLHR and ongoing initiatives by China Eastern Airlines on DPSLHR and Cathay Pacific on HANLHR. Prepare counter-tactical measures to protect Thai Airways’ share on these routes. Engage with the agent to explore opportunities arising from competitor dominance on routes like KULLHR, focusing on proactive strategies to regain share.
Performance Overview
Trip.com is underperforming in its alignment with Thai Airways, achieving an agent share of 2%, significantly below the airline’s overall market share of 6.9%. This underperformance represents a critical opportunity for Thai Airways to engage with the agent and address alignment gaps. Recent support trends are consistent and align with long-term averages, suggesting steady agent behavior that could support targeted interventions to rebuild collaboration.
Competitor Framing
Trip.com demonstrates strong support for other airlines, including Cathay Pacific (CX) with a 23.2% agent share compared to its 11.8% overall market share, and China Eastern Airlines (MU) with 9.4% agent share compared to 2.6% overall. Emirates (EY) also garners significant support, achieving 12.3% agent share versus 7% overall. On key O&Ds such as LHRMEL, competitors dominate: China Airlines (CI) holds 18.1% agent share compared to 3.2% overall, and Singapore Airlines (SQ) secures 20.5% agent share versus 17.5%. This competitive landscape highlights the need for Thai Airways to reassess its strategy to regain share from competitors on critical routes.
Overview on O&Ds
Trip.com exhibits underperformance on several key O&Ds, collectively representing a missed revenue opportunity valued at £517,847. On LHRMEL, the agent achieves only 0.2% share compared to Thai Airways’ 2.7%. Similarly, on HKTLHR, the agent’s share is 0.6% versus the airline’s 11.9%. BKKLHR, a high-priority route, shows a 12.7% agent share compared to Thai Airways’ 25.5%.
Tactical Activity in the Market
Competitors are actively targeting Trip.com through a mix of new and ongoing tactical activities. New tactical initiatives include Cathay Pacific (CX) targeting BKKLHR with an 18.1% agent share compared to 3.8% overall. Ongoing tactical activity includes China Eastern Airlines (MU) focusing on DPSLHR with 30.2% agent share versus 5.4% overall, and Cathay Pacific on HANLHR with 36% share versus 9%. Malaysia Airlines (MH) dominates KULLHR with 64.8% agent share compared to 44.9% overall. These tactics highlight intense competition, reinforcing the urgency for Thai Airways to counter these efforts strategically.
Brightsun
Resolving structural challenges with Brightsun on key O&Ds could recover up to £390,837 in annual revenue.
Structural and Tactical Actions recommended with Brightsun
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Structural Actions: Agent underperforms on critical routes, including BKKLHR and HKTLHR, representing a missed revenue opportunity of £391k per annum. Introduce or review structural incentives to rebuild alignment and strengthen engagement.
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Tactical Actions: Monitor new tactical activity by Malaysia Airlines on DPSLHR and Cathay Pacific on LHRPER. Prepare counter-tacticals to mitigate the impact of ongoing competitor initiatives, particularly CX on DPSLHR. Engage the agent to address alignment gaps and identify opportunities for Thai Airways to regain share on high-priority O&Ds.
Performance Overview
Brightsun is underperforming in alignment with Thai Airways, achieving an agent share of 3%, significantly below the airline’s overall market share of 6.9%. This gap highlights a critical opportunity for Thai Airways to engage with the agent and address these alignment challenges. Despite this underperformance, the agent’s behavior has remained consistent, with support trends aligned with long-term averages. This consistency provides a stable foundation for targeted interventions to rebuild collaboration.
Competitor Framing
Brightsun exhibits strong support for competitors, particularly Cathay Pacific (CX), which achieves a 44.3% agent share compared to its 11.8% overall market share. Competitors dominate key O&Ds: Etihad Airways (EY) secures a 25% share on BKKLHR versus 11.7% overall, while Emirates (EK) and Turkish Airlines (TK) command 18.4% and 10.2% shares, respectively, on HKTLHR. On LHRMEL, CX captures 31.7% agent share versus 8.7% overall. These figures underscore the intense competitive landscape and the need for Thai Airways to address these challenges strategically.
Overview on O&Ds
Brightsun underperforms on several critical O&Ds. On BKKLHR, the agent achieves a 19.8% share compared to Thai Airways’ 25.5%, with a one-week missed opportunity valued at £8,754. HKTLHR reflects a similar gap, with the agent securing only 6.7% compared to 11.9%. On LHRMEL, alignment is minimal, with a 0.2% agent share versus Thai Airways’ 2.7%. These underperforming routes collectively represent a total missed revenue opportunity of £390,837. Despite these gaps, the agent’s consistent behavior suggests potential for rebuilding alignment through focused strategies on these high-priority O&Ds.
Tactical Activity in the Market
Competitors are actively targeting Brightsun with tactical initiatives. Malaysia Airlines (MH) is deploying new tactics on DPSLHR, achieving a 48.3% agent share compared to 12.3% overall. Cathay Pacific dominates LHRPER with a 69.6% share against 12.2% overall, and EY continues to focus on LHRSIN, where it holds 31.1% share compared to 3.7% overall. Ongoing tactical activity by CX on DPSLHR reflects consistent competitor efforts to consolidate share. These competitive dynamics underline the urgency for Thai Airways to implement proactive measures to counter these tactics and reclaim lost ground.
Gold Medal Travel
Structural and Tactical Actions recommended with Gold Medal Travel
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Structural Actions: Agent provides stable support but shows signs of weakening performance. Monitor BKKLHR and HKTLHR for further signs of variability; no immediate structural action required.
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Tactical Actions: Monitor competitor tactical activity, particularly MK Airlines on LHRPER and BA on LHRSIN and LHRSYD. While immediate threats on Thai Airways’ priority routes are limited, prepare counter-tacticals to safeguard share and prevent further weakening of alignment on HKTLHR.
Performance Overview
Gold Medal Travel exhibits balanced alignment with Thai Airways, achieving an agent share of 7.7% compared to the airline’s overall market share of 6.9%. This reflects stable support, though recent variability in agent behavior highlights the need for closer engagement to maintain consistency and sustain alignment. While support trends remain around long-term averages, fluctuations in key O&Ds underscore the importance of targeted strategies to strengthen performance.
Competitor Framing
The agent demonstrates strong support for several competitors, including British Airways (BA) with a 15.8% agent share versus its 8.8% overall market share, EVA Air (BR) with 11.1% versus 5.5%, and Emirates (EK) with 9.9% versus 6.2%. Notably, on O&Ds such as LHRPER, MK Airlines secures 32.4% agent share versus its 4.1% overall, while BA dominates LHRSIN with 52.7% share versus 31.9% overall and LHRSYD with 27.2% share versus 11.5%. These figures reveal significant competition on key routes, emphasizing the need for Thai Airways to reassess its strategy to compete effectively.
Overview on O&Ds
Gold Medal Travel shows moderate dependency on HKTLHR, with 28.1% of the agent's support concentrated on this route. However, recent support on this O&D is weakening due to overperformance by competitors such as Emirates, Singapore Airlines (SQ), and Turkish Airlines (TK). On BKKLHR, the agent exhibits three weeks of underperformance, with a missed revenue opportunity of £35,343. These trends highlight the need for proactive engagement to stabilize support on HKTLHR and address underperformance on BKKLHR to prevent further erosion of share.
Tactical Activity in the Market
Competitors are actively targeting Gold Medal Travel with new tactical initiatives. MK Airlines focuses on LHRPER, achieving a 32.4% agent share versus 4.1% overall, while BA dominates LHRSIN and LHRSYD with 52.7% and 27.2% agent shares, respectively, far exceeding their overall market shares. These tactical activities underline the competitive intensity surrounding the agent and necessitate Thai Airways’ vigilance and readiness to counter these initiatives.
Flight Centre
Structural and Tactical Actions recommended with Flight Centre
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Structural Actions: Agent relies heavily on BKKLHR, but recent support is weakening. Monitor for further signs of decline while exploring opportunities to diversify support across other routes through possible structural O&D incentives.
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Tactical Actions: Monitor ongoing tactical activity by Emirates on DPSLHR and BA on KULLHR, preparing countermeasures to mitigate their impact on Thai Airways’ share. Re-engage the agent to capitalize on the gap left by Vietnam Airlines’ recently concluded tactical activity on HANLHR, exploring opportunities to rebuild share on this route.
Performance Overview
Flight Centre demonstrates underperformance in its alignment with Thai Airways, achieving an agent share of 5.1% compared to the airline’s overall market share of 6.9%. This gap represents an opportunity for targeted engagement to strengthen the partnership. Recent support trends remain aligned with long-term averages, indicating consistent agent behavior that provides a foundation for rebuilding alignment.
Competitor Framing
Flight Centre provides significant support to competitors, including British Airways (BA), with a 17.4% agent share compared to its 8.8% overall market share, Lufthansa (LH) at 6.8% versus 1.6%, and Qantas (QF) at 8.5% versus 4.8%. On key O&Ds such as KULLHR, BA achieves a 61.4% share compared to 21% overall, while Emirates (EK) dominates DPSLHR with 65.2% agent share versus 24.6% overall. These trends highlight strong competitive activity and emphasize the need for Thai Airways to strengthen its positioning with Flight Centre.
Overview on O&Ds
Flight Centre exhibits high dependency on BKKLHR, with 64.2% of the agent’s share concentrated on this route. However, recent support on this O&D is weakening due to overperformance by competitors such as EVA Air (BR) and Cathay Pacific (CX). This dependency underscores the critical need to stabilize support on BKKLHR while diversifying the agent's alignment to other priority O&Ds.
Tactical Activity in the Market
Competitors are leveraging tactical activity to secure support from Flight Centre. Emirates (EK) is aggressively targeting DPSLHR, achieving a 65.2% agent share versus 24.6% overall. China Eastern Airlines (MU) focuses on HKGLHR with 19.6% share compared to 6.1% overall, while BA dominates KULLHR with 61.4% agent share compared to 21% overall. Recently ended tactical activity by Vietnam Airlines (VN) on HANLHR provides an opportunity for Thai Airways to re-engage with the agent. The absence of direct tactical initiatives by Thai Airways leaves key routes vulnerable to competitors.
Expedia
Addressing Expedia’s performance on HKTLHR could recover £188,488 in annual revenue for Thai Airways.
Structural and Tactical Actions recommended with Expedia
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Structural Actions: Agent provides solid support but with recent inconsistencies. Introduce structural O&D incentive on HKTLHR, where the agent is underperforming, to address a missed revenue opportunity of £188k per annum.
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Tactical Actions: Monitor ongoing tactical activity by China Airlines on HKTLHR and competitive actions by Qatar Airways and China Eastern Airlines on HKTLHR and LHRPVG, respectively. Prepare counter-tacticals to mitigate the impact of these activities and safeguard Thai Airways’ share on these routes.
Performance Overview
Expedia demonstrates strong alignment with Thai Airways, achieving an agent share of 8.7%, exceeding the airline’s overall market share of 6.9%. This positive alignment underscores the agent's importance as a key partner for Thai Airways. However, noticeable variability in agent behavior suggests an opportunity to stabilize and enhance this relationship further.
Competitor Framing
Expedia provides support to competitors, including China Airlines (CA) with a 7.4% agent share compared to 4.6% overall. On HKTLHR, several competitors dominate, with Qatar Airways (QR) capturing 29.3% agent share compared to 9.5% overall, and Emirates (EK) achieving 13.3% share compared to 10.1%. Similarly, Etihad Airways (EY) and China Eastern Airlines (MU) maintain significant shares on HKTLHR, at 18.4% and 11.3%, respectively, compared to their overall market shares. These trends highlight the competitive intensity on key routes and the need for Thai Airways to remain vigilant.
Overview on O&Ds
Expedia exhibits very high dependency on BKKLHR, with 85.6% of the agent’s support concentrated on this O&D. While recent support on BKKLHR aligns with long-term averages, dependency on this single route necessitates diversification to mitigate risks. On HKTLHR, support is weaker, with the agent achieving a 5.0% share compared to Thai Airways’ 11.9%. This gap represents a missed revenue opportunity valued at £188,488 annually. Strengthening engagement with Expedia on HKTLHR offers a clear path to capture additional revenue on this critical route.
Tactical Activity in the Market
Competitors are leveraging tactical activity to secure additional support from Expedia. Qatar Airways targets HKTLHR with 29.3% agent share compared to 9.5% overall, and China Eastern Airlines dominates LHRPVG with 70.3% agent share versus 36.2%. Ongoing tactical activity by China Airlines (CA) on HKTLHR also poses a challenge, with the airline securing 13.8% agent share compared to 3.8% overall. These activities underscore the need for Thai Airways to prepare tactical responses to counteract competitor advances on high-priority O&Ds.