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David Siegel, CEO, US Airways

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David Siegel, CEO, US Airways A MAGAZINE FOR AIRLINE EXECUTIVES OCTOBER 2003 T a k i n g y o u r a i r l i n e t o n e w h e i g h t s EXTREME AIRLINE MANAGEMEN T A conversation with … David Siegel, CEO, US Airways INSID E Traditional carriers launch low-fare subsidiaries How airlines weathered "the perfect storm" Cathay Pacific Airways’ crisis management process © 2009 Sabre Inc. All rights reserved. [email protected] industry The (airport) project was conceived gardens, has also been honored for kilometer), 700 million baht (US$17 its architectural design and environ- million) airport in Trat, the easternmost “with a view of complementing the mental awareness. province of Thailand between the government’s regional economic At the Sukothai airport, Bangkok Cambodian border and the Gulf of From the Ground Up development policies while offering Airways is already expanding the length Thailand. The airport is conveniently tourists another choice destination of the runway, from 2,100 meters to located near the tropical island of Koh to tempt them to Thailand and the 2,400 meters, to better accommodate its Chang, previously reachable from Bangkok Airways’ unique business model, combining airline and region, and on both counts, we have fleet of 717 jets. Since gaining customs Bangkok only after a five-hour drive airport ownership, delivers growth for itself and its home regions. every expectation of success. status, the 800-acre (3.2 square kilome- and a ferry trip to the island. With the ” ter) airport has become Bangkok airport, the journey from Bangkok has Airways’ northern hub, providing easy been cut to 45 minutes. As with its By Hans Belle | Ascend Contributor success,” said Prasarttong-Osoth, the access to the northern Thai capital of other two airports, Bangkok Airways driving force behind the decision to Chiang Mai as well as Luang Prabang, constructed the Trat airport to reflect ack in the 1980s, Bangkok Airways build the airports. Laos; Pagan, Myanmar; Siem Reap, the local people, their culture and the Bidentified an untapped opportunity By several standards, the airports Cambodia; and Kunming, China. The air- environment. to bring visitors to the beautiful, though have proven successful. Bangkok port, built for 500 million baht (US$12 Bangkok Airways’ unique combi- still largely undiscovered, Thai island Airways now operates 40 flights a day million), incorporates the latest air traffic nation of airline and airport ownership of Ko Samui. But there was one small from Samui to five destinations. The control, weather monitoring and safety has not only distinguished itself from problem. nearly 200-acre (.8 square kilometer) technology. And it, too, has an award- other airlines, but has also helped the The island, located off the south- airport has also substantially cut travel winning design, featuring traditional regions where its airports are located eastern coast of the country in the time to the island. Before it was built, Thai architecture. Its soaring roofs and improve business links and boost Photos courtesy of Bangkok Airways Gulf of Thailand, lacked an adequate travelers from Bangkok spent 14 hours tropical gardens earned the airport the tourism, providing an economic stimu- commercial airport. traveling by rail, bus and ferry to reach nation’s “Outstanding Architect Award.” lus to these areas. Rather than wait for local officials to Ko Samui. The airport, with its low-rise The airline, which is hosted in the remedy the situation, Bangkok Airways palm-thatched roofs and tropical Sabre ® Passenger Reservation System, Hans Belle is vice president of marketing, took a radical approach — it built the also just opened a 435-acre (1.74 square Asia/Pacific for Sabre Airline Solutions. airport itself. Instead of waiting for the opportunity to open a new market and help build the area into a popular tourist destination, the airline in 1989 opened its 800 million baht (US$19 million) air- port on the northern end of the island. That was the first of three airports By building airports in unserved areas, such as Samui, above, and Sukhothai, right, the airline, which serves 13 destinations Bangkok Airways has been able to grow as well as provide an economic engine for the in five countries with its fleet of 13 regions it serves. Boeing 717 and ATR72-200 aircraft, built to expand its operations to underserved areas throughout the country. The Samui attempts to serve cities with rich cultures another choice destination to tempt them airport venture proved so successful, and historically significant sites that are to Thailand and the region, and on both the airline opened its second airport, at not easily accessible to the everyday counts, we have every expectation of Sukhothai in central Thailand, in 1996, traveler. Building the three airports rein- and a third, Trat in eastern Thailand, in forces the airline’s commitment to not March. The airline has since added new only build the local tourism industry customs, immigration and passenger but also promote local heritage, said terminal facilities at Samui and Sukothai Dr. Prasert Prasarttong-Osoth, president to gain customs status, opening the and chief executive of Bangkok Airways. doors to direct international flights. “The (airport) project was conceived Bangkok Airways, which traces with a view of complementing the its roots back to 1968 when it began as government’s regional economic devel- an air taxi service called Sahakol Air, opment policies while offering tourists 46 ascend industry The (airport) project was conceived gardens, has also been honored for kilometer), 700 million baht (US$17 its architectural design and environ- million) airport in Trat, the easternmost “with a view of complementing the mental awareness. province of Thailand between the government’s regional economic At the Sukothai airport, Bangkok Cambodian border and the Gulf of From the Ground Up development policies while offering Airways is already expanding the length Thailand. The airport is conveniently tourists another choice destination of the runway, from 2,100 meters to located near the tropical island of Koh to tempt them to Thailand and the 2,400 meters, to better accommodate its Chang, previously reachable from Bangkok Airways’ unique business model, combining airline and region, and on both counts, we have fleet of 717 jets. Since gaining customs Bangkok only after a five-hour drive airport ownership, delivers growth for itself and its home regions. every expectation of success. status, the 800-acre (3.2 square kilome- and a ferry trip to the island. With the ” ter) airport has become Bangkok airport, the journey from Bangkok has Airways’ northern hub, providing easy been cut to 45 minutes. As with its By Hans Belle | Ascend Contributor success,” said Prasarttong-Osoth, the access to the northern Thai capital of other two airports, Bangkok Airways driving force behind the decision to Chiang Mai as well as Luang Prabang, constructed the Trat airport to reflect ack in the 1980s, Bangkok Airways build the airports. Laos; Pagan, Myanmar; Siem Reap, the local people, their culture and the Bidentified an untapped opportunity By several standards, the airports Cambodia; and Kunming, China. The air- environment. to bring visitors to the beautiful, though have proven successful. Bangkok port, built for 500 million baht (US$12 Bangkok Airways’ unique combi- still largely undiscovered, Thai island Airways now operates 40 flights a day million), incorporates the latest air traffic nation of airline and airport ownership of Ko Samui. But there was one small from Samui to five destinations. The control, weather monitoring and safety has not only distinguished itself from problem. nearly 200-acre (.8 square kilometer) technology. And it, too, has an award- other airlines, but has also helped the The island, located off the south- airport has also substantially cut travel winning design, featuring traditional regions where its airports are located eastern coast of the country in the time to the island. Before it was built, Thai architecture. Its soaring roofs and improve business links and boost Photos courtesy of Bangkok Airways Gulf of Thailand, lacked an adequate travelers from Bangkok spent 14 hours tropical gardens earned the airport the tourism, providing an economic stimu- commercial airport. traveling by rail, bus and ferry to reach nation’s “Outstanding Architect Award.” lus to these areas. Rather than wait for local officials to Ko Samui. The airport, with its low-rise The airline, which is hosted in the remedy the situation, Bangkok Airways palm-thatched roofs and tropical Sabre ® Passenger Reservation System, Hans Belle is vice president of marketing, took a radical approach — it built the also just opened a 435-acre (1.74 square Asia/Pacific for Sabre Airline Solutions. airport itself. Instead of waiting for the opportunity to open a new market and help build the area into a popular tourist destination, the airline in 1989 opened its 800 million baht (US$19 million) air- port on the northern end of the island. That was the first of three airports By building airports in unserved areas, such as Samui, above, and Sukhothai, right, the airline, which serves 13 destinations Bangkok Airways has been able to grow as well as provide an economic engine for the in five countries with its fleet of 13 regions it serves. Boeing 717 and ATR72-200 aircraft, built to expand its operations to underserved areas throughout the country. The Samui attempts to serve cities with rich cultures another choice destination to tempt them airport venture proved so successful, and historically significant sites that are to Thailand and the region, and on both the airline opened its second airport, at not easily accessible to the everyday counts, we have every expectation of Sukhothai in central Thailand, in 1996, traveler. Building the three airports rein- and a third, Trat in eastern Thailand, in forces the airline’s commitment to not March.
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