In 2020, Covid-19 devastated the airline industry. Sales dropped by 79% as a result of border closures and travel restrictions. For Thai Airways, the effect was immediate and in May 2020 it went into debt restructuring.

Many Thai Airways divisions and employees questioned if could they stay in business and keep their jobs. Many employees were put on suspension with no pay. People had to look for new ways to earn a living.

At this point, the CEO called a roundtable meeting with the division heads. Being partially government-owned, they had to try to save as many jobs as possible, and all heads of division were asked for plans to pivot, transform and survive. Rapid change and reinvention were required. They were given 60 days to act.

Thai collaborated with their partners to define this new direction and pivot their businesses within a matter of days.