Bangkok, Thailand – Thai Airways has selected IBS Software’s iLoyal platform to upgrade and modernise its Royal Orchid Plus loyalty programme as part of a broader digital transformation strategy.
The platform will serve as the core system underpinning the airline’s loyalty offering, with the aim of enhancing personalisation and providing more integrated digital touchpoints along the customer journey. According to IBS Software, iLoyal’s AI and data capabilities will support Thai Airways in driving member engagement, delivering targeted campaigns, and expanding reward opportunities beyond traditional airline partnerships.
The platform also features an open architecture designed to integrate with partners across sectors such as banking, retail, hospitality, and lifestyle, allowing Thai Airways to strengthen the value proposition of Royal Orchid Plus.
“Thai Airways understands the power of loyalty in driving meaningful customer relationships,” said Marcus Puffer, head of loyalty solutions at IBS Software. “With iLoyal, we will help future-proof Royal Orchid Plus, enabling Thai Airways to deliver the digital-first experiences today’s travellers expect.”
“As loyalty expectations evolve across the APAC region, Thai Airways’ selection of IBS Software reflects our commitment to helping airlines transform into digital retailers,” added Gautam Shekar, APAC region head at IBS Software, “Thai Airways is an iconic carrier, and we are proud to support their journey of innovation.”
Meanwhile, Kittiphong Sansomboon, chief commercial officer at Thai Airways, commented, “Strengthening our loyalty programme is a key priority. This investment marks a significant milestone in our digital transformation journey, focusing on the programme’s “Power of Plus” – Plus Value Propositions, Plus Members, and Plus Revenue – to transform Royal Orchid Plus to be future-ready and to continue supporting THAI’s business growth”
The rollout of iLoyal further reinforces IBS Software’s position in the APAC airline loyalty technology market, while aligning with Thai Airways’ strategy to enhance customer experience through digital innovation.
