Message from CEO
Dear Shareholders, Nok Air Public Company Limited
It has been the ongoing challenges for Nok Air throughout 2016 to continue our business operation under marketing pressure from both former and new competitors, behavioural changes among consumers, pricing competition and unavoidably factors that the Company has to handle.
The Board of Directors and the Management are of strong determination to tackle the said problems soonest possible based on assessment of serious making competition and careful environmental evaluation. We have also reconsidered and adjusted all strategic plans to enhance maximum operating efficiency and us appropriately. Nok Air must operate with proper strategic cost ensure the long run competition and find business alliance to maximize our existing capacity. We have joined “Value Alliance” with 8 economic (low cost) airlines in the Asia Pacific region comprising of Cebu Pacific (including Cebgo), Jeju Airlines, Tigerair Singapore, Tigerair Australia, Vanilla Air, Scoot Airlines, Nokscoot Airlines and Nok Air Airlines. This Value Alliance grouping shall cover more than 160 destination in the Asia-Pacific region by the ticket reservation system developed by the Air Black Box (ABB) for connecting flight. The cooperation will as well increase competition opportunity in the future.
Nok Air also launched the “Nok Connecting Flight” service to facilitate passengers from international airport in Chiang Mai, Chiang Rai, Phuket, Krabi and Hat Yai to the international flying routes where Nok Air in operating in Yangon, Hanoi and Ho Chi Minh. Passenger can have their flights connected from one flight to another at the Don Mueang International Airport. This made Nok Air increase the revenue.
However, all arising problems and obstacles have no impacts on Nok Air quality developing at the qualified standard. Nok Air has been nominated one of the ten airlines worldwide of the final round win the Best On-Time Performance Service award among the low-cost section by the FlightStat in December 2016.
Nok Air has always recognized corporate governance based on benefits of all stakeholders, transparency and comprehensive business ethics aiming toward sustainable growth and social responsibility. We have several projects for social benefits sharing namely the “Nok Gives Life” project which has been introduced for 12 years by now. In 2016 the income earned from souvenirs selling of 3,000,000 baht was donate to The Cardiac Children Foundation of Thailand, under the Royal Patronage of H.R.H. Princess Galayani Vadhana Krom Luang Naradhiwas Rajanagarinda, to support required activities. Another project is “Nok Library” for library building contributed to community or school in remote areas as learning centres for youth. We also have a project called “Nok Mong Klai” to bring a chance for the least opportunity youth that they will expose to external learning amidst natural environment, away from their own locality.
On behalf of the Management of Nok Air, I would like to thank you all stakeholders who are the Company shareholders, business partners and valuable alliance who have given great support to Nok Air. I also would like to thank you all Nok Air’s staff who have worked with fullest efforts and wholeheartedly for our Company throughout the last year.
(Mr. Patee Sarasin)
Chief Executive Officer