The Bt1-million card gives travellers lifelong status as elite tourists, allowing them access to privileges such as fast-track immigration processing, discounts at luxury resorts and the right to buy property in Thailand.

A tourism industry source said TPC started a promotion early this year in South Korea in which members could offer supplementary cards costing Bt100,000 to up to five people.

As a result, Korea became the biggest market for the card, ahead of Japan, Taiwan and other core markets.

After the success of the campaign, TPC is now expanding the offer into all markets, especially the rest of Asia, while increasing the price of supplementary cards to Bt300,000.

The source said the first enrolled group paying Bt100,000 will receive limited privileges for only one year, while the second round of applicants paying Bt300,000 will get lifetime membership as well as all the services enjoyed by the main cardholder.

The first group can re-apply for lifetime membership by spending another Bt200,000.

TPC president Choksiri Rodboonpha said the campaign was a marketing strategy aimed at drawing more members.

The source said the promotion would run throughout this year with the aim of reaching the target of 2,000 new members. TPC will adjust the card's price to Bt400,000 or Bt500,000 gradually.

According to TPC's agreement, sales agents receive 15 per cent of revenue as commission, with an additional 5 per cent for every 100 members they recruit. TPC also helps to finance road shows, marketing and public relations.

"Authorised agents in south Korea, Japan and other Far East countries are enjoying the price-cutting campaign because they can earn more revenue," said one agent.

"They do not need to care about after-sale services, something that TPC will have to take care of."

Although TPC has vowed to maintain privileges and services, the discounted promotion is sparking questions about how the company will be able to maintain high-quality services at a cheaper price.

Suchat Sritama

The Nation