Stakeholder Engagement

Expectations/Interests

Effective Customer Relationship and Operational Performance, Passengers prioritise the quality of their travel experience, with the following key expectations:

• Pricing and Promotions: Passengers have high expectations for value-for-money fares and attractive promotional offers
• Service Excellence: Delivering exceptional and memorable service, while ensuring passengers have easy access to staff for support
• Route Variety: Some passengers seek a wide range of flight routes to fulfill their diverse travel requirements
• Safety and Punctuality: Travel safety is regarded as a fundamental and paramount factor for all passengers

Systems Development through Technology and Innovation:

• Seamless Booking System: Designed for convenience and ease of use, ensuring a simple and uncomplicated experience
• Efficient Check-in Process: Reducing waiting times to enhance passenger convenience
• User-Friendly Applications: Enabling convenient and seamless access to all services
• Data Privacy and Payment Security: Implementing strict data protection measures to prevent unauthorised access, theft, and misuse of personal information
• Passengers receive satisfactory inflight service and conveniences from the Cabin Crew

Response to Expectations/Interests

• Execute proactive weekly 'Mega Campaigns' for once a month to stimulate sales and enhance brand recall
• Differentiate the brand through superior service standards and create lasting impressions through creative branding initiatives
• Maintain leadership through a diverse and comprehensive route network, particularly with the largest domestic and ASEAN networks operating from Thailand
• Establish a dedicated customer support team to listen and respond to passenger needs directly and promptly
• Resolve and improve based on customer complaints to prevent recurrence of issues
• On-Time Performance (OTP) is consistently monitored through regular reporting, performance review meetings, and the establishment of both short-term and long-term improvement plans
• Aircraft Safety Measures: Strict inspection and maintenance protocols, ensuring both operational safety and on-time performance
• Staff Training: Equipping personnel with the readiness and skills to effectively manage emergency situations
• Hygiene Standards: Implementation of stringent cleaning protocols and elevated health measures
• Developing Check-in Systems and Integrating Advanced Technologies to streamline the boarding process and enhance passenger convenience
• Strictly comply with Personal Data Protection Act (PDPA) standards to ensure the highest level of data privacy and security
• Build confidence through transparent and auditable database management systems, effectively preventing unauthorised access.
• Inspections and reports on cabin cleanliness and conveniences are carried out to maintain quality and passenger perception before, during and after service
• Cabin crews shall understand how to provide good and impressive service, with knowledge based on passenger feedback

Stakeholder Benefits

• Safe and On-Time travel
• Products and services responsive to lifestyles
• Mutual value creation through value chain
• Convenient, speedy and impressive service
• Safety, convenience and impressive service

Channel and Frequency of Engagement

• Live chat via official AirAsia website
• AirAsia MOVE’s AI chatbot, AskBo, provide 24-hour communication channels
• Monthly satisfaction reports for all stations to track satisfaction levels and areas for improvement based on passenger demands
• NPS
• AskBo
• External firms employed to survey customer satisfaction
• Post-flight customer satisfaction surveys conducted via Email

Expectations/Interests

• Competitive Salary and Performance-Based Rewards: Ensuring fair wages that reflect skills, experience, and responsibilities, including performance-based bonuses to ensure financial stability
• Benefits for Quality of Life: Comprehensive coverage for healthcare, transportation, and housing to promote overall well-being
• Job Security and Career Advancement
• Recognition and Respect for Individual Identity: Regardless of gender, ethnicity, religion, or background
• An Equitable Environment: Fostering a culture where every employee feels included and respected
• Good Corporate Governance

Response to Expectations/Interests

• Salary & Benefits Benchmarking: Conduct comprehensive comparisons of salary structures and benefits against industry competitors to ensure compensation reflects the "value of work" and maintains corporate competitiveness
• Gap Analysis & Policy Recommendation: Analyze compensation gaps to identify positions above or below market rates, developing strategic policy proposals for leadership to systematically attract and retain talent
• Welfare & Initiative Management: Oversee benefits budgets (e.g., fitness programs) by evaluating current providers' cost-effectiveness while proposing new initiatives that meet employee needs within budgetary constraints
• Workforce Planning & Career Pathing: Establish clear workforce planning and structured career paths to support long-term professional growth
• Learning & Development (L&D): Enhance employee skills through diverse learning platforms, including internal Academy training, external online courses (Outclass), and self-selected learning opportunities based on individual interests
• Structured performance management and professional development
• Establishing Diversity, Equity, and Inclusion (DE&I) policies and practices
• Building an organisational culture rooted in respect for differences and human dignity
• Communication and training to promote understanding and mitigate workplace bias
• Ensure operations and oversight strictly adhere to Civil Aviation Authority (CAA) regulations, relevant ministerial guidelines, and all legal requirements
• Utilise findings from previous audits to drive process improvements, maintaining high standards and ensuring readiness for future inspections
• Top-down Policy & Clear Communication: Systematically cascade executive policies to the operational level through effective channels, such as regular Town Halls, Head of Department (HOD) meetings, and quarterly strategic updates

Stakeholder Benefits

• Employees enjoy job security and clear pathways for internal progression
• Staff feel recognised, respected, and safe to be their authentic selves
• Foster an open, inclusive, and highly collaborative working environment
• Promote a corporate image that is both equitable and progressive
• Enhance employee engagement and a commitment to continuous self-development
• Support the long-term sustainable growth of the organisation
• Cultivate an Inclusive and Collaborative Work Environment: Creating a workspace that encourages openness and seamless teamwork
• Support Sustainable Long-Term Organizational Growth: Driving the organization toward consistent and lasting success

Channel and Frequency of Engagement

• Regular communication and updates delivered through executives and supervisors (throughout the year)
• Regular Executive Interaction: Quarterly Operation Meetings and weekly "Coffee Talks" with executives
• Internal Communication Channels: Utilising Email, Workvivo, Line, and Intranet as appropriate for various updates
• Employee Feedback Surveys: Conducting annual eNPS (Employee Net Promoter Score) and Organisational Climate Surveys
• Grievance & Feedback Channels: Providing 24/7 access to submit suggestions or complaints via supervisors, HR, or Employee Relations (ER)
• DE&I Initiatives: Organising activities and communications regarding DE&I via Townhalls or internal channels (at least once a year)
• Annual Staff Engagement Survey (Once a year)
• One-to-one (1-on-1) check-ins between employees and line managers (At least once or twice a year)
• Annual Performance Appraisals and Individual Development Plans (IDP)
• Ongoing communication via human resource business partners (HRBPs) and internal corporate channels

Expectations/Interests

Corporate Governance and Code of Conduct

• Transparent operations
• Compliance with Laws and Regulations
• Protection of shareholder rights under applicable regulations
• Confidence in the organisation and investment in the company's equity and debt instruments
• Fostering good relations with shareholders and investors
• Achieving sustainable growth in financial performance, while providing timely and accurate information to support investment decisions

Response to Expectations/Interests

• Consistently communicating financial performance, forecasts, and both positive and negative impacts on the company
• Maintaining rigorous internal audit processes and ensuring transparent disclosure of corporate governance information on the company website, along with implementing systematic risk management and disclosing material risks to business operations
• Strictly establishing policies and reporting procedures for related party transactions
• The Company operates in compliance with the Public Limited Companies Act, as well as the regulations of the Capital Market Supervisory Board, the Securities and Exchange Commission (SEC), and/or the relevant Stock Exchange
• Conducting the Annual General Meeting of Shareholders (AGM) in accordance with regulatory requirements and providing opportunities for shareholders to propose agenda items or nominate directors in advance
• Conducting quarterly earnings briefings within one business day after submitting financial statements to the Stock Exchange, and participating in the Stock Exchange's investor meeting events every quarter
• Providing opportunities for shareholders and investors to conduct site visits, submit feedback or grievances regarding corporate management, and discuss inquiries through various communication channels
• The Investor Relations (IR) department has a strategic plan focused on maintaining and continuously enhancing relationships with shareholders and investors. This includes organising post-earnings quarterly meetings between senior management and institutional investors, as well as providing opportunities for retail investors to schedule meetings with management at the company office
• Maintaining relationships with securities firms to support analyst coverage and expand outreach to retail investors, including organising annual investor days and other related events
• Management adapts business strategies for both the short and long term to maintain the company’s competitiveness and strong financial performance

Stakeholder Benefits

• Ensuring that shareholders and investors have equitable access to material information, thereby reducing the risk of receiving misinformation
• Confidence in management's integrity and their commitment to the interests of all stakeholders
• Shareholders are entitled to their full rights, including equitable treatment and participation in significant decision-making as provided by law
• Ensuring that shareholders and investors have a clear understanding of the company’s performance, competitive landscape, and business strategies to support their investment decisions
• Providing opportunities for all groups of shareholders and investors to meet and inquire with management through both formal and informal channels
• Enabling shareholders and investors to evaluate the company's valuation based on disclosed business strategies, allowing them to make investment decisions aligned with their expected returns

Channel and Frequency of Engagement

• Annual Report (Form 56-1 One Report): Annually
• Company Website: Regularly updated
• Quarterly Results Briefing: Open to all interested investors
• Shareholders are notified of their rights via the Stock Exchange of Thailand (SET) channels. For rights verification and inquiries, shareholders may contact the Investor Relations department at taa_investorrelations@airasia.com or 0-2562-5745-7, or the Company Secretary office at aav_companysecretary@airasia.com or 0-2562-5700 during business hours
• Conducting quarterly earnings briefings by the management via a hybrid format (online and offline), and participating in investor relations events organised by the Stock Exchange
• Shareholders and investors may contact the Investor Relations department at taa_investorrelations@airasia.com or call 0-2562-5745-7 for inquiries regarding company operations during business days
• The Investor Relations department coordinates and schedules meetings between shareholders/investors and the management, as appropriate
• Annual Investor Meeting
• The Investor Relations department plans to visit securities firms’ trading floors once per quarter to provide direct information and maintain strong relationships with retail investors
• The Investor Relations department disseminates information via the Stock Exchange’s system and the company’s communication channels, including the website, Facebook, and LINE. These disclosures—such as annual reports, financial statements, quarterly presentations, earnings briefing recordings, and other activities—are accessible to investors at all times

Expectations/Interests

Corporate Governance and Code of Conduct

• Transparent, Honest, and Fair Operations: These are essential factors in credit decision-making and investment considerations

Risk and Crisis Management

• Robust Risk Management Plan: Implementing comprehensive contingency plans to address all potential scenarios
• Effective Crisis Management Capabilities: Ensuring readiness to respond to various unforeseen situations and potential disruptions

Customer Relationship and Operational Performance

• Building Customer Loyalty: Demonstrating deep market insight and the ability to foster strong, long-term customer engagement
• Effective Cost Management: Reflecting sound and optimised organisational management
• Seamless Work Processes: Leading to increased profitability and the mitigation of operational risks
• Focusing on Long-Term Corporate Partnerships: To create sustainable mutual benefits while maintaining strong and positive relationships
• Financial policies suited to business environment and Company strategies

Response to Expectations/Interests

• Data disclosures in accordance with the law and international standards
• Financial and accounting practices in accordance with the law and international standards
• Hearing of recommendations and opinions on business operation
• Short and long-term business strategies adjusted by management to maintain competitiveness and strong performance

Stakeholder Benefits

• Accomplishment of business targets within acceptable risk parameters
• Ability to carry out payments for financial obligations

Channel and Frequency of Engagement

• Dispatch of transaction data and reports to relevant recipients within set time frames e.g. monthly, quarterly, annually
• Communication on different transactions throughout the year
• Quarterly seminars and conferences on economic, financial market and capital market developments
• Quarterly meetings and discussions on operating performance and ongoing projects

Expectations/Interests

• Governmental Cooperation and Support
• Regulators and the public sector expect the company to develop innovative, high-quality products and services, deliver professional excellence, expand flight routes to Thailand’s secondary cities, and offer reasonable and accessible pricing
• The company operates with transparency, adheres to regulatory requirements, and prioritises high safety and security standards

Response to Expectations/Interests

• Engaging in discussions with relevant public and private sector organisations to study and identify concrete frameworks for cooperation and support
• Establishing guidelines for product and service development to meet market demands, while engaging in discussions with relevant public and private sectors to identify cost-control measures and ensure reasonable and accessible pricing
• Operating with clarity and transparency in all activities and engagements with external organisations
• Maintaining the highest safety standards in accordance with the plans established by the Civil Aviation Authority of Thailand (CAAT)

Stakeholder Benefits

• Obtained policy guidelines and strategic directions, including unified operational practices
• Fostered strong relationships between the public and private sectors
• Capable of generating revenue and creating value-added for products and services
• Enabling comprehensive and sustainable flight operations to various destinations, particularly secondary cities, with reasonable and accessible pricing
• Strengthening corporate image confidence and adhering to the highest State Safety Performance standards

Channel and Frequency of Engagement

• Regularly monitoring progress with the working group through consultative meetings, ensuring that conclusions are effectively translated into concrete actions
• Maintaining regular engagement with regulatory bodies and key stakeholders to drive product development and optimise operational costs
• National Civil Aviation Safety Board (NCASB) meetings (quarterly) and the Safety Oversight Audit process (continuous throughout the year)

Expectations/Interests

• Practicing transparent data disclosure, maintaining rigorous internal audit procedures, and communicating with sincerity to build long-term trust and credibility
• Providing rapid and comprehensive news delivery, particularly regarding key issues or online news developments, to ensure timely and accurate information dissemination
• Ensuring that management provides regular, up-to-date information regarding progress, roadmaps, corporate news, the aviation business, and sustainability policies related to actual operations
• An accessible Corporate Communications team, ready to provide service and deliver rapid responses

Response to Expectations/Interests

• Conducting thorough verification of facts and clarity before releasing corporate news to the media, while considering the context and overall value of the content
• Fostering a corporate communications culture of readiness and 24/7 accessibility to deliver accurate and rapid information, especially during crisis situations
• Establishing communication groups on messaging applications, such as LINE, between the Corporate Communications team and various media outlets to facilitate timely news dissemination
• Providing leadership vision and updates on the company’s current situation at least on a quarterly basis
• Allocating dedicated Corporate Communications personnel to manage and support different target media segments
• Fostering a team culture of proactive and rapid media responsiveness

Stakeholder Benefits

• Ensuring the media receives official and credible corporate information to facilitate news reporting that benefits the public
• Ensuring the media receives rapid information directly from primary sources or subject matter experts to stay ahead of current trends
• Ensuring the media receives consistent corporate updates to foster a comprehensive understanding of the company and report on its ongoing developments
• Cultivating strong relationships between the Corporate Communications team and the media to ensure seamless collaboration
• Providing responsive communication channels that ensure timely delivery of highly credible information

Channel and Frequency of Engagement

• Primary engagement channels include news releases via email, dedicated LINE groups, and direct telephone contact with the Corporate Communications team
• Consistently delivering corporate news across a diverse range of topics, averaging at least two press releases per week
• Releasing quarterly business performance updates to ensure the media receives continuous information and can closely monitor the company’s progress
• The fastest communication channels are through direct telephone contact with the Corporate Communications team, as well as dedicated LINE groups established for seamless information exchange
• Organising press conferences on various occasions, such as new route launches and the introduction of new products and services, to keep the media informed of our business expansion
• Executives providing interviews during press conferences, focusing on business situation updates and the promotion of the company’s products and services
• LINE serves as the primary communication channel
• In the event of an emergency or crisis, contact can be made via mobile phone to ensure an immediate response

Expectations/Interests

Corporate Governance and Code of Conduct

• Building trust and credibility: The foundation of long-term business relationships
• Promoting business stability and continuity: Ensuring partners feel confident in collaborating
• Building a strong corporate culture: Supporting accountability and sound decision-making
• Leveraging innovation for product development and operational management
• Continuous profit growth

Sustainable Supply Chain Management

• Waste reduction and greenhouse gas emissions cut: To minimise environmental impact
• Promoting fair labor practices: Throughout the entire supply chain
• Improving operational efficiency: Through waste reduction and energy saving

Response to Expectations/Interests

• Honest operations
• Collaboration and continuous support for product quality
• Transparent procurement and business partner evaluation
• Delivery of goods that meet standards and legal requirements
• Enhanced business competitive advantages
• Set plans for future business direction
• Sustainable Supply Chain Management
• Providing fundamental sustainable supply chain training for relevant departments (Procurement, In-flight Products & Services, and Engineering)
• Establishing a clear Sustainable Supply Chain Management policy, approved by the Board of Directors, to serve as a core framework reflecting the organisation's commitment

Stakeholder Benefits

• Confidence and transparency in collaboration
• Efficient operations meeting standards and stakeholder expectations
• Compliance with government requirements and domestic and international food safety standards
• Participation in programmes for the enhancement of safety with engineering & maintenance business partners
• Effectiveness in line with standards and stakeholder expectations
• Building confidence and mitigating risks for partners and investors
• Enhancing efficiency and reducing costs for business partners
• Creating shared value for society and the environment

Channel and Frequency of Engagement

• Meetings, conferences, workshops, contact between Company representatives and observational visits
• Conferences with aircraft and parts manufacturers to receive latest updates
• Quarterly and annual product performance reports
• Performance reports, participation in food quality and safety conferences and annual partner evaluations

Expectations/Interests

Support and promotion of businesses with community society and environment impacts

• Innovation and Sales: Leveraging innovation to promote community-based tourism, curate travel programmes and routes, and support local conservation initiatives
• Supporting post-disaster relief and resilience efforts in the region
• Generating and disseminating knowledge across various aspects of local information.
• Providing guidance on sustainable community development
• Economic and product development through promoting local community products and building business networks

Health and Safety

• Safety Systems: Managing community safety and tourist security, providing guidance on safe and cost-effective travel, and demonstrating leadership in innovation and data security

Response to Expectations/Interests

• Engagement in localities where the Company operates through community enhancement activities
• AirAsia Foundation (AAF) provides grants to social enterprises (SE) in ASEAN to support income generation in local communities, aligned to the UN Sustainable Development Goals
• AAF provides funding to support post-disaster relief and resilience efforts led by local grassroots organisations
• Hosting of workshops on business skills for communities
• Retailing community products on board to generate and distribute income to local communities
• Promoting sustainable tourism in collaboration with local communities through media and exhibitions, such as Sustainability Expo 2025
• Raising awareness through special lectures in partnership with leading higher education institutions, such as Rangsit University and Bangkok University, to share knowledge on sustainable tourism. This initiative provides students with the opportunity to brainstorm and design communication campaigns for the ‘Journey D’ project, encouraging the younger generation to actively participate in enhancing community potential through tangible action
• Organising Open House events and site visits at AirAsia Academy to share sustainability insights through the airline's operational management examples
• Operating the business in accordance with the company’s safety policy
• Strictly adhering to Personal Data Protection Act (PDPA) standards
• Building confidence through a transparent and auditable database management system, secured against unauthorised access

Stakeholder Benefits

• Business knowledge and skills for growing sustainable tourism communities
• Public awareness of sustainable tourism has significantly increased
• Minimisation of negative environmental impacts from Company operation

Channel and Frequency of Engagement

• Set Journey D activities 2 times a year in communities where the Company operates
• AirAsia Foundation offers grants that social enterprises focused on climate resilience and sustainable travel can apply for at https://airasiafoundation.com/
• Group interviews to receive feedback from employees and stakeholders