Let's Talk Loyalty
#471: Vietnam Airlines Shares Lotusmiles Loyalty Insights
Dec 14, 2023
This podcast explores the journey and achievements of Lotusmiles, the loyalty program for Vietnam Airlines. The guest discusses the rebranding and growth of the program, collaboration with other loyalty programs, and the focus on simplifying loyalty and increasing earning opportunities for customers.
36:42
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Quick takeaways
- Lotusmiles has successfully evolved from targeting frequent travelers to being a more inclusive and accessible loyalty program for all, achieving a significant increase in revenue through the introduction of a co-branded card.
- By undergoing a rebranding exercise and transforming into an independent business unit, Lotusmiles has experienced outstanding growth with revenue increasing 40 times since 2016, while also expanding its network of partnerships and investing in IT infrastructure to accommodate its growing membership base.
Deep dives
Lotus Miles: From Launch to Achievements in Loyalty
Lotus Miles, the loyalty program for Vietnam Airlines, has seen significant growth since its launch in 2010. With just 170,000 members at the start, it has now reached an impressive five million members. The program has successfully evolved from being targeted at frequent travelers to a more inclusive and accessible loyalty program for all. One of the key achievements is the introduction of the co-branded card, which has led to a significant increase in revenue. The program also focuses on providing personalized experiences for its members, allowing them to redeem their miles for luxury flights and creating memorable travel experiences for them and their families.
