Summary
Thai Airways is undergoing a significant transformation of its loyalty program, "Royal Orchid Plus," partnering with IBS Software to build a more modern, personalized, and digitally-driven experience for its members. This move comes as airlines worldwide recognize the crucial role of digital loyalty programs in retaining customers, gathering valuable data, and competing in a rapidly evolving travel landscape. The existing Royal Orchid Plus program, while established, is being modernized to offer a seamless omnichannel experience – allowing members to earn and redeem miles across various touchpoints, including flights, hotels, car rentals, and other lifestyle offerings, all accessible through a user-friendly app and online platform.
The partnership with IBS Software is key to this transformation. IBS is providing the technology platform to handle the complexities of a modern loyalty program, including data management, personalization algorithms, and integration with various partners. This will allow Thai Airways to better understand its customers' preferences, offer tailored rewards, and enhance the overall member journey. The focus isn’t just on earning and redeeming miles; it’s about creating a deeper, more engaging relationship with customers that encourages repeat business and brand loyalty. This investment reflects Thai Airways' commitment to rebuilding its brand and regaining market share after recent financial challenges. The digital upgrade is seen as a vital component of this recovery strategy, enabling the airline to compete more effectively with both domestic and international rivals. The ultimate goal is to create a loyalty program that is not just a transactional system but a valuable asset that drives revenue and strengthens customer relationships.
Key Details
- Partner: Thai Airways and IBS Software
- Program: Royal Orchid Plus (Thai Airways' loyalty program)
- Focus: Digital transformation of the loyalty program
- Technology Provider: IBS Software will provide the platform for the digital overhaul.
- Omnichannel Experience: Members will be able to earn and redeem miles across flights, hotels, car rentals, and lifestyle partners.
- Key Features: Personalized offers, enhanced mobile app experience, seamless integration with partners.
- Goal: Improve customer retention, gather data for better personalization, and enhance the overall member experience.
- Timeline: The transformation is an ongoing project, with initial phases focused on improving the digital experience.
- Investment: The article doesn't specify the monetary investment amount.
Geographical Information
| Location Name | Country/Region | Key Details |
|---|---|---|
| Thailand | Southeast Asia | Home of Thai Airways, a major airline in the region. Significant tourism industry reliant on air travel. |
| Global | Worldwide | IBS Software is a global provider of technology solutions to the travel and aviation industry. |
Impact & Implications
- For Travelers: Expect a more user-friendly and personalized loyalty program. Easier to earn and redeem miles across various activities. Improved mobile app experience. Potentially more relevant and tailored rewards.
- Travel Restrictions/Requirements: This news doesn't directly impact current travel restrictions. However, a stronger loyalty program can incentivize travel to Thailand.
- Safety Considerations: This news does not directly impact travel safety.
Additional Context
The airline industry is increasingly focused on leveraging data and technology to enhance customer experiences. Loyalty programs are no longer just about rewarding frequent flyers; they are becoming powerful tools for customer relationship management, data analytics, and revenue generation. Many airlines are investing heavily in digital loyalty platforms to stay competitive. The COVID-19 pandemic accelerated the shift towards digital experiences, as travelers increasingly rely on mobile apps and online platforms for travel planning and management.
Original Source
Website: Breaking Travel News
URL: https://www.breakingtravelnews.com/news/article/thai-airways-invests-in-digital-loyalty-transformation-with-ibs-softwares-i/
URL: https://www.breakingtravelnews.com/news/article/thai-airways-invests-in-digital-loyalty-transformation-with-ibs-softwares-i/
