Thai Airways International’s THAI Smile Air is scheduled to begin its first flights in July 2012, first to replace the main brand on the routes to Ubon Ratchathani, Udon Thani, Khon Kaen, Chiang Rai, and Surat Thani.

The “light premium” sub-brand will service both domestic and international destinations.

“Think of it as a competitive hybrid between premium THAI flights and ultra cheap, low-cost airlines like Air Asia and Tiger Airways,” said Woranate Laprabang, managing director of THAI Smile Air.

Read more: The Nation