I would recommend just going with the reputable companies like Safetywings. That way, you'll know it will be good in case of emergencies. I've never had issues with them and had to do 2 claims so far.
I can easily take a direct flight from Amsterdam to Bangkok with KLM or EVA Air, but personally, I prefer flying with Emirates through Dubai with a small layover of 2 to 3 hours. That way, I have 2 flights of 6 hours and I can rest on 1 and watch movies on the other.