Thai Airways is rolling out a major digital upgrade of its Royal Orchid Plus loyalty programme as part of its wider push to become a data-driven, customer-centric airline. Powered by IBS Software’s iLoyal platform, the transformation will enable real-time personalisation, automated engagement, and seamless reward experiences across flights, retail, banking, hospitality, and lifestyle partners.
(Image Source)
Thai Airways10 December 2025
Thai Airways International (THAI) has launched a sweeping digital transformation of its Royal Orchid Plus (ROP) loyalty programme as part of a broader strategy to modernise its commercial operations and strengthen long-term customer engagement. Central to this initiative is the adoption of IBS Software’s cloud-based iLoyal platform, which will serve as the foundation of a next-generation, future-ready loyalty ecosystem designed to support THAI’s post-restructuring growth and competitiveness.
What this transformation promises:
The transformation is aimed at delivering a seamless, personalised, end-to-end customer experience across every stage of the travel journey, from inspiration and booking to in-flight services and post-trip engagement. By embedding advanced AI and analytics into the loyalty framework, Thai Airways will gain deeper visibility into member behaviour and preferences, allowing for highly targeted promotions, dynamic offers, and improved lifecycle engagement across its global customer base.
Beyond traditional air-mile accumulation, the upgraded platform enables the creation of a broader, multi-partner loyalty ecosystem. Its open architecture supports seamless integration with partners in banking, retail, hospitality, and lifestyle sectors—significantly expanding how members can earn and redeem rewards. This shift positions Royal Orchid Plus as a lifestyle-driven programme rather than a flight-only rewards scheme, offering members greater flexibility, relevance, and everyday value.
Members will also benefit from a fully connected digital experience across mobile, web, and partner platforms. This unified approach will streamline account management, reward redemption, and personalised communications, creating a smoother and more intuitive loyalty journey. From a commercial perspective, the modernised platform is designed to improve customer retention, activate new revenue streams, and unlock deeper value through data-driven partnerships.
Thai Airways’ Chief Commercial Officer, Kittiphong Sansomboon, has highlighted that strengthening Royal Orchid Plus is a key strategic priority. The investment is anchored in the airline’s “Power of Plus” strategy, which focuses on enhancing value propositions, growing the active member base, and expanding loyalty-driven revenue. The transformation is expected to position Royal Orchid Plus as a core commercial engine supporting THAI’s long-term business growth.
GLO Take:
From an industry standpoint, the Global Loyalty Organisation views Thai Airways’ transformation as part of a wider global shift in airline loyalty strategies. According to the organisation, airlines are rapidly evolving from mileage-based reward systems into data-powered, lifestyle-centric ecosystems. Programmes that successfully integrate advanced analytics, seamless digital experiences, and diverse partner networks are expected to drive stronger emotional loyalty, higher customer lifetime value, and more resilient revenue models in an increasingly competitive aviation landscape.
Source: GLO
Disclaimer: Press release
© Press Release 2025
Send us your press releases to news@globalloyalty.org
Press releases originate from external third-party providers. This website does not have responsibility or control over its content, which is presented as is, without any alterations. Neither this website nor its affiliates guarantee the accuracy of the views or opinions expressed in the press release.
The press release is intended solely for informational purposes and does not offer tax, legal, or investment advice, nor does it express any opinion regarding the suitability, value, or profitability of specific securities, portfolios, or investment strategies. Neither this website nor its affiliates are liable for any errors or inaccuracies in the content, nor for any actions taken based on it. By using the information provided in this article, you agree to do so at your own risk.
To the maximum extent permitted by applicable law, this website, its parent company, subsidiaries, affiliates, shareholders, directors, officers, employees, agents, advertisers, content providers, and licensors shall not be liable to you for any direct, indirect, consequential, special, incidental, punitive, or exemplary damages, including but not limited to lost profits, savings, and revenues, whether in negligence, tort, contract, or any other theory of liability, even if the possibility of such damages was known or foreseeable.
The images used in press releases and articles provided by 3rd party sources belong to the respective source provider and are used for illustrative purposes in accordance with the original press releases and publications.
Disclaimer: Content
While we strive to maintain accurate and up-to-date content, Global Loyalty Organisation Ltd. makes no representations or warranties of any kind, express or implied, about the correctness accuracy, completeness, adequacy, or reliability of the information or the results derived from its use, not that the content will meet your requirements or expectations. The content is provided “as is” and “as available”. You agree that your use of the content is at your own risk. Global Loyalty Organisation Ltd. disclaims all warranties related to the content, including implied warranties of merchantability, fitness for a particular purpose, non-infringement, and title, and is not liable for a particular purpose, non-infringement, and title, and is not liable for any interruptions. Some jurisdictions do not allow the exclusion of certain warranties, so these jurisdictions may not apply to you. Global Loyalty Organisation Ltd. Reserves the right to modify, interrupt, or discontinue the content without notice and is not liable for doing so.
Global Loyalty Organisation Ltd. shall not be liable for any damages, including special, indirect, consequential, or incidental damages, or damages for lost profits, revenue, or use, arising out of or related to the content, whether in contract, negligence, tort, statute, equity, law, or otherwise, even if advised of such damages. Some jurisdictions do not allow limitations on liability for incidental or consequential damages, so this limitation may not apply to you. These disclaimers and limitations apply to Global Loyalty Organisation Ltd. and its parent, affiliates, related companies, contractors, sponsors, and their respective directors, officers, members, employees, agents, content providers, licensors, and advisors.
The content and its compilation, created by Global Loyalty Organisation Ltd, are the property of Global Loyalty Organisation Ltd. and cannot be reproduced without prior written permission.
