 Although he only recently turned 30, Jirathit Ong-aree has constantly refused to let age be a barrier to success – through hard work and sheer determination he recently launched Air Phoenix, Thailand’s latest domestic carrier.
Daring to dream
As a young boy, Jirathit quickly developed a love of airplanes, dreaming that one day he might even get to become a pilot. Eventually, after graduating in electrical engineering from King Mongkut’s University of Technology in Thonburi, he went on to gain some real work experience locally. Jirathit then furthered his aviation studies at the University of South Australia in Adelaide before attending a training program at British Aerospace in the United Kingdom.
Once Jirathit got a break as a pilot with a domestic airline in Australia, his love for flying further blossomed. He teamed up with his cousin - Jiradech Anupawatham - to create an aviation training center called ‘Young Eagle’ along with an airplane maintenance center called ‘Eagle Aviation’. The businesses operate in both Australia and Thailand.
These early successes proved to be a great encouragement for the young entrepreneur, who went on to establish an airplane rental business, providing business jets for “high-flying” members of the Thai business community.
Although he could already boast that he had achieved what many people only manage over a lifetime, Jirathit didn’t rest on his laurels. His next aim was to become the owner of his own airline, and while many people thought the young entrepreneur might be overstretching himself, he has clearly proven that “nothing’s impossible” if you really put your mind to it.
“I’ve loved airplanes since a young age. I remember my father buying me a remote-controlled plane and it was such a thrill to see it taking off and soaring through the skies,” he said. “It was that day that my dream of becoming a pilot began.”
No ‘special connections’
Jirathit said that he’s been very lucky to work in the field of aviation since his family has no links with the business.
While his family was engaged in the real-estate business, Jirathit’s parents always allowed him the freedom to pursue his own dreams, and they didn’t put pressure on him to look after the family business after graduating, he said.
The motivation for establishing Air Phoenix began about four years ago, Jirathit said, after opening the Eagle enterprises. During his time in Australia, he noticed that airlines there provided plenty of domestic flights between various cities across the county. He said he thought this was a good idea and would be something new in the Thai market.
People living in Thailand’s provinces would normally have to change planes in Bangkok if wishing to reach another province, so Jirathit thought he would provide a form of “short cut” by eventually offering direct flights from one province to another.
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Delivering the dream
As well as being brave enough to pursue his dreams, Jirathit recognized what every successful entrepreneur is able to see – an opportunity just waiting to be exploited.
Although Air Phoenix is initially focusing on providing flights from Bangkok to the picturesque town of Mae Sot in Tak province, the company aims to expand by providing flights between Nakhon Ratchasima (Korat) and Chiang Mai, and Chiang Mai and Chiang Rai. This phase of expansion would also include the establishment of a Bangkok to Chiang Rai route and a Bangkok to Nakhon Ratchasima route.
The company would later consider establishing a route between Bangkok and Phetchabun in the north, as well as several routes in the south, including: Phuket to Ranong; Phuket to Hat Yai; and Bangkok to Hat Yai. This would offer greater convenience for passengers across the country, Jirathit said.
Jirathit says that Air Phoenix is not a low-cost airline, suggesting it offers air travel on a par with Thai Airways International (THAI) at somewhat lower prices. Unlike budget carriers, Air Phoenix serves food and drinks on board.
Another reason Air Phoenix stands out is its image – Jirathit wants passengers to enjoy their flights and be smiling or even laughing as they disembark. For this reason, the young entrepreneur has been striving to add an element of fun to the new airline’s appeal.
Instead of the now familiar “coffee or tea?” routine carried out by air stewardesses and stewards on most flights, Air Phoenix will also provide unique and interesting forms of onboard entertainment, Jirathit said. In one such example, passengers need to search under their seats for an Air Phoenix logo. Passengers that locate them will be eligible for special prizes, he said.
While determination and dedication have played a huge part in Jirathit’s successes, his love and a passion for flying have also contributed. And while Jirathit now owns his own airline, don’t be surprised to see him lifting off or touching down since flying remains his first love.
“When we’re up in the clouds, I’m really happy,” he said. “It’s like my office is higher than anyone else’s!”
“And when I execute a nice smooth and safe landing, which impresses the passengers, I’m just so proud.”
For further information about Air Phoenix, or to make a reservation, contact Tel: +66 (0)2 900 5452. - Translated into English and republished with the kind permission of Manager Online.
Photos: Waree Noiyoi.
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