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Published on November 8, 2007

 Positive thinking is one of the keys to success, according to Yongyut Lujintanon, sales and marketing manager in Bangkok for Hong Kong-based airline Cathay Pacific.

"If you want to succeed in the airline business, you need at least three pillars. These are service-mindedness, positive thinking and an ability to build relationships. Of these, thinking on the good side is probably the most important," says Yongyut, whose responsibilities cover both Thailand and Burma.

There was a time, he says, when employment for an airline demanded only an ability to speak English and a good-looking or attractive appearance. This is no longer good enough because both the business and its operations have changed. Not only has aviation become an industry of tough competition, but airline customers have become very clever in choosing what they really want. Moreover, advanced technology has helped the new generation of airline passengers to make travel decisions at times and under conditions that suit them.

"There is one thing that people might not consider when thinking about airlines: this business is one of confidence," Yongyut says.

He points out that Asian airlines have received many top awards because of the service-mindedness of Asian workers, whose dedication to their work and overall philosophy is better than those of Western workers. This service-mindedness comes from their cultural background and not as a duty imposed upon them by their employment. Moreover, he finds that Asians make better entrepreneurs.

"As we all know, we don't follow the rules as well as Western people. Although this might not be so smart, we are happy with our ways," he says, and he suggests that these attributes of the Asian character may be lifting regional airline services above simple "good service". An organisation's culture is never forgotten, he says.

Yongyut says a network of business relationships can help achieve success.

"For me, building relations with all parties is a necessity of the job. I have been making working relationships with colleagues, friends and the public for many years. I learn from these people and they can give me help when I ask for it," he says.

However, he advises an appropriate balance between work and leisure time to get the best out of life.

In referring to his experiences with Cathay Pacific, he recalls the Sars pandemic in 2003 and says it was the worst thing he has ever faced. The outbreak of severe acute respiratory syndrome began in southern China and struck down more than 1,700 people in Hong Kong as its spread around the world. Almost 300 people died of the disease in Hong Kong alone. It inflicted huge damage on Cathay Pacific. Seen through Yongyut's eyes, Thai people stopped travelling to Hong Kong and Hong Kong businessmen stayed at home.

"Our cabin factor between Hong Kong and Bangkok plunged sharply. The number of passengers on the route fell from 300 to 400 per day to between 20 and 45. They only went for urgent or emergency business," Yongyut recalls.

The working environment in Cathay Pacific's Bangkok office was bad. There were no bookings, no sales and no income.

There were soon discussions between the airline's executives and management in Thailand. The Hong Kong executives gave an assurance that the problem was a temporary one, and strategies were formulated for recovery

The airline introduced various marketing activities and promotions as well as educating people about the Sars pandemic. Within five months, business had returned to 70 per cent of its old level and it recovered completely in 10 months.

At that time, the airline launched a campaign called "Visit Hong Kong Now". It offered travel packages at discounts of up to 80 per cent, for as little as Bt3,000 per person.

"It was the cheapest price ever offered for travel to Hong Kong and happened only once," Yongyut says.

"We learned [from the Sars outbreak] that a crisis always offers an opportunity. We learned the importance of teamwork."

Yongyut began working for Cathay Pacific after graduating in political science from Thammasat University. His first position was as a traffic officer at Don Mueang Airport. He was made a supervisor six years later and was then transferred to the sales and marketing department in the city office.

After working for the airline for 10 years, Yongyut resigned to joint KLM, the Dutch airline, also in sales and marketing. "I though I should learn more about the airline business from a European airline," he recalls.

However, Cathay Pacific persuaded him to return as its sales and marketing manager. The department is one of six key units, along with personnel, accounting, engineering, airport services and cargo.

Throughout his 22 years at Cathay Pacific, Yongyut has worked with 12 country managers.

"Cathay Pacific gave me a chance and knowledge and success. I enjoy working here," he says.

Yongyut, who holds a master's degree in business administration from Thammasat, enjoys reading in his spare time, mainly about politics, history and news.

He is also an adviser to the Thai Travel Agents Association, helping to improve the business performance of travel agencies.

On weekends, Yongyut goes back to school, but not as a student. He is an invited lecturer in the aviation curriculum at Rattana Bundit (RBAC) University.

He also spends time at a quiet place, the Yarnvessakawan Temple at Buddhamonthon, on Bangkok's western outskirts, to make merit.

Suchat Sritama

 The Nation