Thai Airways partners with IBS Software for digital upgrade

Thai Airways International Public Company has chosen IBS Software’s iLoyal platform to digitally transform and modernise its Royal Orchid Plus loyalty programme, marking a major step in the airline’s digital transformation journey.

At the core of this initiative lies IBS Software’s iLoyal platform, designed to create a more personalised, connected, and rewarding experience for Royal Orchid Plus members. The new system will provide a future-ready digital foundation that ensures seamless interactions for members across every stage of their travel journey.

Powered by advanced artificial intelligence and data-driven capabilities, iLoyal will enable Thai Airways to strengthen member engagement, design targeted promotions, and expand opportunities beyond traditional rewards. Its open architecture will also allow integration with partners in banking, retail, hospitality, and lifestyle sectors, broadening the overall value of the Royal Orchid Plus programme.

“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.”

Adding to this, Gautam Shekar, APAC Region Head at IBS Software, said, “As loyalty expectations evolve across the APAC region, Thai Airways’ selection of IBS Software reflects our commitment to helping airlines transform into digital retailers. Thai Airways is an iconic carrier, and we are proud to support their journey of innovation.”

Kittiphong Sansomboon, Chief Commercial Officer at Thai Airways, emphasised that strengthening the airline’s 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,” he said.

The implementation of IBS Software’s iLoyal platform highlights the company’s growing leadership in airline loyalty solutions across the Asia-Pacific region while underlining Thai Airways’ strategic focus on embracing digital technologies to enhance customer experience and drive future growth.