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Thai Airways partners with IBS Software for digital upgrade

Thai Airways Partners with IBS Software to Modernize Loyalty Program Amid Digital Transformation
Thai Airways International Public Company has embarked on a significant digital transformation by selecting IBS Software’s iLoyal platform to revamp its Royal Orchid Plus loyalty program. This strategic initiative aims to enhance the program by delivering a more personalized, connected, and rewarding experience for its members, utilizing advanced artificial intelligence and data-driven technologies.
Enhancing Member Experience Through Digital Innovation
The adoption of the iLoyal platform is set to provide a robust digital infrastructure that facilitates seamless interactions for Royal Orchid Plus members throughout their travel journey. Designed with an open architecture, the system will integrate with a broad range of partners across banking, retail, hospitality, and lifestyle sectors. This integration is expected to expand the program’s value proposition, enabling Thai Airways to strengthen member engagement, tailor targeted promotions, and offer rewards that extend beyond traditional options.
Marcus Puffer, Head of Loyalty Solutions at IBS Software, emphasized the importance of loyalty in cultivating meaningful customer relationships. He noted that iLoyal will help future-proof the Royal Orchid Plus program, allowing Thai Airways to meet the expectations of today’s digitally savvy travelers. Gautam Shekar, APAC Region Head at IBS Software, highlighted the evolving loyalty landscape in the Asia-Pacific region and expressed pride in supporting Thai Airways’ innovation journey as it transforms into a digital retailer.
From Thai Airways’ perspective, Chief Commercial Officer Kittiphong Sansomboon described the upgrade as a strategic priority within the airline’s broader digital transformation. He underscored the program’s focus on the “Power of Plus” — encompassing enhanced value propositions, member engagement, and revenue growth — to ensure Royal Orchid Plus remains future-ready and continues to support the airline’s business expansion.
Challenges and Market Reactions
Despite the promising outlook, the partnership presents notable challenges. Integrating the iLoyal platform with Thai Airways’ existing systems is expected to be complex, necessitating extensive staff training and adaptation. Resistance from employees accustomed to legacy processes may arise, and the transition period could temporarily affect operational efficiency.
Market responses to the announcement have been mixed. Some investors have expressed concerns regarding the costs and timeline associated with the digital upgrade, which may lead to short-term volatility in Thai Airways’ stock performance. Conversely, industry analysts anticipate that the modernization will yield long-term benefits by improving operational efficiency and customer service, thereby positioning the airline for sustained growth.
Competitors within the aviation sector are closely monitoring Thai Airways’ move. While some rival carriers may accelerate their own digital transformation initiatives to remain competitive, others might pursue alternative strategies to differentiate themselves in an increasingly digital marketplace.
The implementation of IBS Software’s iLoyal platform highlights both companies’ commitment to innovation and underscores the growing significance of digital technologies in the airline industry. As Thai Airways advances its digital agenda, the partnership’s progress will be closely observed by stakeholders across the aviation sector.

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