Thai Airways Sets a New Standard for Airline Loyalty Programs with the Launch of IBS Software’s iLoyal Platform for Royal Orchid Plus

Published on October 28, 2025

Thai Airways International Public Company Limited has taken a significant step toward modernizing its customer loyalty program by selecting IBS Software’s iLoyal platform. This marks a key moment in the airline’s digital transformation journey, aligning with its commitment to offer a more personalized and connected experience for its Royal Orchid Plus members. As part of its strategy to evolve with the times, Thai Airways aims to improve customer engagement through a sophisticated loyalty platform that is future-ready and responsive to the demands of modern travelers.

Thai Airways Paves the Way for Digital Loyalty Transformation

In a major development for the aviation industry, Thai Airways has partnered with IBS Software, a global leader in travel technology solutions, to digitally transform its Royal Orchid Plus (ROP) loyalty program. The adoption of the iLoyal platform will allow Thai Airways to provide enhanced services for its members, offering a more personalized, connected, and rewarding experience across the customer journey.

The iLoyal platform comes with advanced AI and data-driven capabilities, enabling the airline to engage with members in a targeted and effective way. Through this strategic partnership, Thai Airways is ensuring its loyalty program remains relevant, efficient, and integrated with a wide range of external partners, extending benefits beyond traditional rewards programs.

With a focus on personalized experiences, customer engagement, and future-ready digital touchpoints, this collaboration highlights Thai Airways’ commitment to remaining at the forefront of technological advancements in the airline industry. The new platform will also allow the airline to create customized promotions and offer valuable opportunities for members to earn rewards, integrating services across banking, retail, hospitality, and lifestyle sectors.

Key Features of the iLoyal Platform and Digital Transformation

Key Benefits and Features of the iLoyal Platform:

• Personalized Loyalty Program: Using AI and data analytics, iLoyal will deliver highly personalized experiences to members based on their preferences and travel history.
• Expanded Loyalty Opportunities: Beyond traditional rewards, the platform integrates with banking, retail, hospitality, and lifestyle sectors, creating new avenues for members to earn points and rewards.
• Digital-First Experience: Thai Airways will offer seamless digital touchpoints throughout the entire customer journey, enhancing user experience both before and during travel.
• Targeted Promotions: The platform will enable Thai Airways to design and deliver tailored promotions to engage members at various stages of their journey, ensuring maximum customer satisfaction.
• Future-Proof Technology: IBS Software’s iLoyal platform supports future integrations and will continuously evolve to meet the growing needs of Thai Airways and its loyal customers.

The integration of iLoyal will empower Thai Airways to provide more intuitive, digital-first loyalty experiences that resonate with today’s tech-savvy travelers. The new platform will support the airline’s long-term growth by enhancing customer retention and increasing engagement, which are essential to building lasting customer relationships in the competitive airline industry.

Strengthening Loyalty through Digital Transformation

Thai Airways has long recognized the value of customer loyalty in driving growth and maintaining a competitive edge in the industry. By enhancing its Royal Orchid Plus program, Thai Airways is strategically positioning itself to meet the evolving expectations of its customers. The introduction of iLoyal will reinforce the airline’s goal of improving customer satisfaction and engagement through the seamless integration of digital tools and personalized services.

Kittiphong Sansomboon, Chief Commercial Officer of Thai Airways, emphasized that strengthening their loyalty program is central to the airline’s long-term strategy. This investment represents a major milestone in Thai Airways’ digital transformation, with the aim to enhance both member value propositions and the airline’s overall business growth. With a renewed focus on “Power of Plus”—focusing on Plus Value Propositions, Plus Members, and Plus Revenue—the airline is committed to transforming Royal Orchid Plus into a more dynamic, data-driven, and rewarding program for both current and future members.

This transformation comes at a time when the APAC region (Asia-Pacific) is seeing a growing demand for digital loyalty solutions that offer greater value and personalization. With iLoyal, Thai Airways is prepared to meet these demands by delivering next-generation loyalty experiences that appeal to a new generation of travelers who expect more from their loyalty programs.

The Impact on Thai Airways and the Airline Industry

Thai Airways, as an iconic carrier in the APAC region, is leading the way in digital transformation with IBS Software’s iLoyal platform. The platform’s open architecture makes it highly adaptable, ensuring Thai Airways remains competitive in the evolving travel and loyalty ecosystem. Moreover, the integration with external sectors such as retail and banking further enriches the overall loyalty experience, making it more valuable for members and strengthening Thai Airways’ position as a digital retailer in the airline industry.

This partnership exemplifies the airline’s commitment to offering an exceptional customer experience while advancing digital solutions within the travel industry. The data-driven approach and AI-powered capabilities of the iLoyal platform allow for more precise targeting, leading to more effective promotions and increased customer retention.

In a competitive market, the ability to offer a seamless, personalized, and multi-sector loyalty experience is increasingly becoming a significant advantage. With iLoyal, Thai Airways is poised to expand its member base, enhance customer relationships, and create sustainable growth through innovative loyalty solutions.

IBS Software’s Role in Airline Loyalty Transformation

IBS Software is a recognized leader in providing SaaS solutions for the travel industry, with a deep understanding of the aviation, hospitality, and tourism sectors. The company has supported some of the world’s most iconic airlines in enhancing their loyalty programs and driving digital transformation. IBS Software’s platform is designed to be flexible, scalable, and able to integrate seamlessly with other industry partners, offering airlines like Thai Airways a comprehensive solution to meet their customers’ evolving needs.

The introduction of iLoyal is just one example of how IBS Software is helping airlines and travel companies embrace the digital age. As the global leader in loyalty solutions, IBS Software is continuously innovating and adapting its platforms to ensure the travel industry can meet the demands of modern consumers.

Looking Ahead: Thai Airways’ Digital Future

Thai Airways’ digital transformation is far from over. The implementation of iLoyal is part of a broader strategic plan to enhance the airline’s overall customer experience and drive long-term business growth. By investing in advanced technology and aligning itself with digital-first solutions, Thai Airways is preparing for the future of air travel.

In the coming years, the airline expects to expand its customer base, enhance member engagement, and improve loyalty retention. The digital-first approach will help Thai Airways deliver on its commitment to offering travelers a seamless, integrated, and rewarding experience from booking to post-flight services.

Conclusion: Thai Airways’ Commitment to Innovation and Customer Satisfaction

Thai Airways’ decision to embrace IBS Software’s iLoyal platform is a clear indication of the airline’s dedication to enhancing its loyalty program and offering a modern, customer-centric experience. This digital transformation will enable Thai Airways to deliver more personalized services and rewards, ensuring its Royal Orchid Plus members continue to receive exceptional value.

As loyalty expectations evolve, Thai Airways is setting the standard for digital-first loyalty programs in the aviation industry, helping to shape the future of airline loyalty in the APAC region and beyond.