Vietnam Airlines aims to set new standards for loyalty programs

In the context of a competitive service market and the explosion of 4.0 technology, Vietnam Airlines Corporation chose the topic "Loyal Customers" for a specialized forum, the first to be held in Vietnam.

Mr. Dang Anh Tuan, Deputy General Director of Vietnam Airlines, discussed the strategic orientation behind the Loyalty & Engagement Forum (VNA LEF 2025).

Vietnam Airlines wants to set a new standard for loyalty programs - 1

Mr. Dang Anh Tuan - Deputy General Director of Vietnam Airlines - affirmed that the Lotusmiles loyalty program is an important pillar in Vietnam Airlines' customer care strategy.

In the context of the rapidly changing aviation and service market, why did Vietnam Airlines choose the field of customer loyalty as the focus topic for the Loyalty & Engagement Forum 2025?

- Customer loyalty or building customer loyalty is not a new field, but in recent years it has been booming in Vietnam as well as around the world .

After the Covid-19 pandemic, customer psychology has changed profoundly; all approach strategies must also adapt promptly. Research on customer behavior, emotions and expectations shows that loyal customers are increasingly playing a key role, contributing an increasingly large proportion of revenue to businesses.

Vietnam Airlines aims to become a 5-star airline by 2030, with a commitment to delivering excellent experiences at every touchpoint of the customer journey.

The Lotusmiles loyalty program is an important pillar of our loyalty strategy and a key tool in realizing this goal.

Therefore, we decided to choose “Cooperation and connecting loyal customers” as the opening theme for a series of in-depth, strategic events that Vietnam Airlines will pioneer in organizing, continuing the mission of connecting Vietnam with the world, elevating the Vietnamese aviation industry on the world map.

VNA LEF 2025 is not only a professional activity but also a strategic milestone in the journey of comprehensive digital transformation, improving customer experience and affirming Vietnam Airlines' international position.

Through this event, we reaffirm our commitment to reaching out globally, accompanying the country in the goal of building a sustainable future, where experience, technology and people are the three pillars of development.

In the new phase, how will Vietnam Airlines redefine Lotusmiles to turn the program into a comprehensive experience ecosystem?

- Launched on December 17, 1999, the Lotusmiles loyalty program has been in development for more than 25 years, gathering over 7 million members.

Lotusmiles does not stop at accumulating miles and redeeming rewards, but has become a comprehensive preferential ecosystem. Members enjoy privileges in aviation services such as priority check-in, extra baggage, use of business lounges, accumulating and using miles on the flight network of Vietnam Airlines, nearly 30 airlines in and outside the SkyTeam Alliance.

The program has also expanded to many fields with nearly 100 partners in banking, hotels, shopping, telecommunications, health care and beauty, helping members accumulate and spend miles flexibly. With these values, Lotusmiles has affirmed its position as the leading loyalty program in Vietnam and has been honored internationally many times.

In the new phase, our goal is to redefine Lotusmiles. Accordingly, we will continue to expand international cooperation, increase the value of miles consumed, and apply technology, big data and AI to personalize the experience. Through that, Lotusmiles will become a touch point throughout the customer journey, a lever to help Vietnam Airlines move closer to the goal of a 5-star airline and maintain its pioneering position in the industry.

I believe that Lotusmiles is a clear demonstration of Vietnam Airlines' long-term commitment: customer-centricity, experience as the measure of success and sustainable development as the ultimate goal.

What benefits and expectations does VNA LEF 2025 bring to the Vietnamese aviation industry as well as the domestic business community?

- VNA LEF 2025 is the first in-depth event in Vietnam on the loyalty program, pioneered by Vietnam Airlines. The forum aims to build a real space where businesses, experts, technology partners and international brands share trends, expand cooperation and exploit the value of loyal customers as a new economic resource.

The event brings together leading speakers, providing multi-dimensional perspectives on the pillars that are shaping modern customer loyalty strategies such as artificial intelligence, big data and personalization. This is also an opportunity for the business community to connect, seek innovative initiatives to upgrade service experiences, increase competitiveness and spread Vietnamese brands.

In the long term, VNA LEF 2025 is expected to set a new standard for loyalty programs in Vietnam, while affirming the international position of the Vietnamese aviation industry. With Lotusmiles as the core, Vietnam Airlines considers loyalty customers as the foundation for creating an experience ecosystem, promoting sustainable development and inspiring customer-centricity.

Source: https://dantri.com.vn/kinh-doanh/vietnam-airlines-mong-muon-dinh-hinh-chuan-muc-moi-cho-chuong-trinh-khach-hang-than-thiet-20250911112423400.htm