AirAsia launches direct flight from Hanoi to Luang Prabang.

"It's great to be back in Hanoi."Mr. Santisuk Klongchaiya began the conversation with a friendly smile. The CEO of Thai AirAsia has decades of experience in the aviation industry and is no stranger to Vietnam. He has personally visited Hanoi many times over the past 18 years, but this appearance was particularly special, not only because he was the one presiding over the event announcing the Hanoi - Luang Prabang route.

The difference was that instead of flying directly from Bangkok to Hanoi as usual, Mr. Klongchaiya traveled from the Thai capital to Luang Prabang and became one of the first passengers to experience Thai AirAsia's new route to the Vietnamese capital. The inaugural flight had 160 passengers, achieving an 87% occupancy rate. AirAsia expects that in the future, this will be known to Vietnamese tourists as "the easiest and most worthwhile experience to get to Luang Prabang".

Behind this new connection is not just a story of bridging the gap between two cultural destinations, but the beginning of a journey to expand the network, reshape the travel experience, create a smoother connection between Vietnam, Laos, and Thailand, and offer more choices for tourists.

Strategic markets in the region

Established in 1993, AirAsia is a familiar low-cost airline in Southeast Asia thanks to its competitive fares and extensive regional network. Currently, AirAsia operates a total of 16 routes from Malaysia, Thailand, Indonesia, Cambodia, etc., to 7 destinations in Vietnam, with an average frequency of 27 flights per day.

Hanoi - Luang Prabang is the newest route in this series, connecting the former capital of Laos - a UNESCO World Heritage Site since 1995 - with the Vietnamese capital. According to Mr. Klongchaiya, this is a completely logical development choice:“For Thai AirAsia, the Indochina market is a strategically important market with continuous growth potential. The Hanoi-Luang Prabang route is a significant opportunity to expand AirAsia’s flight network in Indochina, especially given the strong growth trend in cultural and nature tourism.”

“We see great potential in the Vietnamese market: a large market with high travel demand, especially for quality routes that offer new experiences for passengers. This route is also part of our strategy to expand the seamless Vietnam-Laos-Thailand network through the Fifth Channel – a strategic advantage that only a few airlines in the region possess.”

An AirAsia representative affirmed that Vietnam is a rising star in the region, especially after international air travel resumed following the disruption caused by the Covid-19 pandemic:“The Vietnamese market has shown significant recovery from 2023 to the present, with continuously increasing demand for international travel. In addition, Vietnam's economy is growing steadily, making it one of the most important and prominent markets in ASEAN.”

“Therefore, AirAsia sees this as the most opportune time to expand its network, fully leveraging the opportunities and potential in Vietnam for both leisure and business flights. The launch of the Five-Star Trade Route allows AirAsia to connect three key ASEAN cities with just one flight. This is a core strategy for building a flexible, cost-effective network and increasing passenger choice. For us, Vietnam is a strategic market connecting both Indochina and Southeast Asia.”

The inclusion of Luang Prabang in the new network not only reflects AirAsia's expansion ambitions but also demonstrates its observation of the changing travel habits of Vietnamese people. Compared to the past, when tourists often flocked to bustling big cities with large shopping malls, in recent years, journeys to discover culture, nature, and a slower pace of life have become increasingly popular. Luang Prabang, with its Buddhist tranquility and the distinctive beauty of its ancient temples along the Mekong River, has become an attractive destination for travelers seeking to escape busy lives and change their long-standing travel habits.

AirAsia recognized this trend and decided to seize the opportunity. In a conversation with Travellive, Mr. Klongchaiya stated that the airline had thoroughly researched the Indochina market and travel habits before deciding to establish Luang Prabang as a new highlight destination:“Our target customer group consists of international tourists, especially in the leisure and cultural tourism segments, who tend to visit many places during a trip. And of course, we also include Vietnamese and Lao citizens.”

“Direct flights will significantly increase travel convenience, opening the door for Vietnamese people to easily access Luang Prabang – a World Heritage city with unique culture, history, and life along the Mekong River. Conversely, tourists from Laos can also more easily travel to Hanoi to explore Vietnam's distinctive cuisine, lifestyle, and arts and culture. We expect this route to play a role in stimulating tourism and strengthening the good relationship between the people of the two countries.”

Ready to be your companion

In their statements, AirAsia representatives consistently emphasized prioritizing customer experience. It's no coincidence that AirAsia has been voted "World's Best Low-Cost Airline" by Skytrax for 16 consecutive years. Besides competitive pricing, service is one of the key aspects the airline focuses on:“Beyond AirAsia’s familiar core values, we are committed to providing the widest ASEAN network and diverse flight options, allowing everyone to design their own personalized itinerary. Furthermore, we offer globally recognized service standards and unique in-flight experiences such as the varied and delicious Santan in-flight menu… making choosing AirAsia a different experience.”

“We want to convey that AirAsia is always ready to be your partner, making your journey easier, more worthwhile, and better connected than ever before. Whether you’re traveling, vacationing, or visiting family… we are committed to providing a more accessible flying experience with more route options in the future.”

“With our tourism partners, AirAsia aims to continue strengthening cooperation with all parties: from state management agencies, tour companies, travel agents to local operators… to jointly create a tourism flow between Vietnam - Laos - Thailand and promote the development of the region's tourism economy.”

In the interview, an AirAsia representative revealed the airline's long-term strategy in Vietnam:“We are focused on sustainable growth in the Vietnamese market with key indicators such as: high load factor, growth of the Vietnamese market within the ASEAN network, enhanced cooperation with government agencies and tourism partners, and improved brand recognition among Vietnamese travelers. AirAsia’s ultimate goal is to become one of the most preferred foreign airlines for Vietnamese people!”

To promote the newly launched route, AirAsia has plans to work with partners such as local tourism promotion organizations and travel companies. Mr. Klongchaiya affirmed:"We have a dedicated team to work closely with our partners, as they are the ones who best understand the behavior and needs of Vietnamese customers."

The satisfaction of Vietnamese travelers is highly valued, as AirAsia's plans extend beyond just one flight. If the Hanoi-Luang Prabang route operates smoothly, AirAsia will develop more routes from Laos and other destinations in the region to Vietnam and vice versa. This is a natural progression for one of the fastest-growing economies in the region in recent years, with significant potential and room for growth.

As Mr. Klongchaiya asserted:"Vietnam has a very well-developed tourism market, and every airline wants to have a presence here. We certainly don't want to be left out of that trend."

Phuong Thao is an editor at Travellive magazine. She is passionate about traveling and enjoys capturing moments with her camera in every place she visits. Travel, art, and lifestyle are Phuong Thao's favorite writing topics.

Article by: Thinh Joey