Bangkok, Thailand – Thai Airways International has partnered with IBS Software to enhance and modernise its Royal Orchid Plus loyalty programme through the implementation of the iLoyal platform. The initiative forms part of the airline’s wider digital transformation strategy aimed at delivering more connected, data-driven, and personalised experiences for its loyalty members.
The iLoyal platform, developed by IBS Software, is designed to provide a flexible and scalable foundation for Thai Airways’ loyalty operations. Its AI-powered and data-centric framework will enable the airline to strengthen customer engagement, create tailored promotions, and extend its rewards ecosystem beyond traditional travel benefits.
The system’s open architecture also supports integration with external partners across sectors such as finance, retail, hospitality, and lifestyle, thereby expanding the value proposition of Royal Orchid Plus.
Kittiphong Sansomboon, chief commercial officer at Thai Airways, mentioned that strengthening the airline’s loyalty is a key priority.
“This investment marks a significant milestone in our digital transformation journey to transform Royal Orchid Plus to be future-ready and to continue supporting Thai’s business growth,” Kittphong commented.
The investment underscores Thai Airways’ commitment to advancing its digital capabilities and reinforcing customer loyalty through innovative technology. It also represents a significant milestone in the airline’s transformation agenda, with a focus on enhancing member value, driving revenue growth, and future-proofing its loyalty services.
“Thai Airways understands the power of loyalty in driving meaningful customer relationships,” Marcus Puffer, head of loyalty solutions at IBS Software, stated.
He added, “The airline is an iconic carrier and we are proud to suppor their journey of innovation.”
IBS Software’s collaboration with Thai Airways highlights its growing presence in the Asia-Pacific region as a provider of digital loyalty and SaaS solutions for the global travel industry.
