Thai Airways International Public Company Limited (THAI) is undertaking a digital transformation of its Royal Orchid Plus loyalty programme to strengthen customer engagement and modernise digital ecosystem.
The initiative aims to build a future-ready loyalty ecosystem capable of offering an uninterrupted, personalised experience across the travel journey.
It forms part of THAI’s broader strategy to accelerate digital innovation and create new revenue opportunities through data-driven customer insights.
Thai Airways has tapped IBS Software’s iLoyal platform to power the transformation.
The SaaS-based solution will enable the airline to modernise operations, automate member engagement, and enhance digital touchpoints.
Thai Airways’ chief commercial officer, Kittiphong Sansomboon, said, strengthening the loyalty programme is a key priority.
This investment focuses on the programme's "Power of Plus", including Plus Value Propositions, Plus Members, and Plus Revenue, to transform Royal Orchid Plus into a future-ready programme and continue supporting THAI's business growth, Sansomboon added.
With advanced AI and analytics capabilities, the platform will allow THAI to design targeted promotions and improve lifecycle engagement.
The platform's open architecture further supports integration with partners in banking, retail, hospitality, and lifestyle, enhancing the overall value of Royal Orchid Plus.
The project reflects Thai Airways’ push to enhance customer engagement and drive digital growth in the aviation sector.
