As part of its 30th anniversary celebrations, Vietnam Airlines will host the Loyalty & Engagement Forum 2025 (VNA LEF 2025) on September 10, 2025, at the Melia Hotel in Hanoi. This landmark event will be the first international conference in Vietnam dedicated to customer loyalty and engagement—positioning the national carrier as a leader in driving innovation in this vital area of business strategy.

As customer loyalty and data-driven personalization become core pillars of the service industry, Vietnam Airlines is taking a pioneering step by launching a high-level platform to spotlight these rapidly evolving fields. VNA LEF 2025 will convene ten prominent speakers from Vietnam and around the world, including renowned loyalty experts, strategic leaders, and senior representatives from leading global brands in travel, technology, and customer experience.

More than a platform for discussion, the event aims to spark visionary thinking and meaningful collaboration. It will delve into the evolution of loyalty programs—from traditional retention tools to dynamic, forward-looking strategies that drive innovation, strengthen customer connections, and deliver lasting value. Central to this shift is the rising demand for personalized, technology-driven experiences.

One of the forum’s keynote speakers is Evert De Boer, a globally recognized expert in loyalty program strategy. He will be joined by senior leaders from VISA, Marriott, Comarch, Collinson, and Loyalty Status Co. Together, they will bring a valuable mix of global insights and regional relevance, offering practical frameworks to elevate customer engagement in Vietnam and across the Asia-Pacific region.

Mr. Dang Anh Tuan, Executive Vice President of Vietnam Airlines, said: “VNA LEF 2025 represents a milestone in our journey to elevate customer service excellence. It underscores Vietnam Airlines’ commitment to global integration and our determination to bring world-class practices to the Vietnamese market. This initiative reflects our pioneering mindset and our aspiration to contribute meaningfully to the nation’s development.”

The conference will showcase high-level discussions on cutting-edge technologies and emerging trends transforming customer engagement, including artificial intelligence, big data, digital transformation, and hyper-personalization. These sessions are designed to inspire fresh ideas, drive innovation, and help shape the future of Vietnam’s service and aviation sectors.

As part of the event, Vietnam Airlines will hold a Partner Recognition Ceremony to honor key contributors to the success of its flagship loyalty program, Lotusmiles. This celebration underscores the airline’s dedication to building long-term, strategic partnerships and highlights the vital role collaboration plays in enhancing customer experience and supporting sustainable growth.

VNA LEF 2025 represents a new chapter in Vietnam Airlines’ customer engagement strategy. It also reflects the airline’s proactive commitment to Resolution 59 issued by the Politburo, which sets out Vietnam’s comprehensive roadmap for international integration. Through this initiative, Vietnam Airlines reaffirms its ambition to elevate Vietnamese aviation to new global heights.

Additional Highlights of VNA LEF 2025

The forum will bring together global thought leaders, including Mr. Evert De Boer, one of the world’s leading experts in loyalty strategy, alongside senior representatives from renowned international brands such as VISA, Marriott, Comarch, Collinson, and Loyalty Status Co. Their participation promises to offer a broad strategic perspective—from global best practices to practical, localized applications for the Vietnamese and regional markets.

The agenda includes strategic and thought-provoking discussions on cutting-edge topics such as technology trends, big data, artificial intelligence (AI), and personalization. These sessions are expected to ignite new thinking and contribute to shaping the future of the customer experience and service industries in Vietnam.

A special partner recognition ceremony will also take place, where Vietnam Airlines will honor key partners who have made significant contributions to the development and success of its Lotusmiles loyalty program. The ceremony reflects Vietnam Airlines’ commitment to building long-term, sustainable partnerships that drive shared value and growth.

About Lotusmiles 

Lotusmiles is one of Vietnam’s most respected and long-standing loyalty programs, with a membership base of approximately 6.8 million. Over the course of more than 25 years, it has evolved beyond a traditional frequent flyer program into a comprehensive lifestyle offering, providing members with a wide array of exclusive experiences and benefits. The program also reflects the airline’s commitment to sustainability, contributing to social responsibility initiatives across Vietnam.

Rooted in its mission to serve and grow its loyal customer base, Lotusmiles is dedicated to delivering world-class products and services. Looking ahead, the program aims to become the most preferred loyalty program not only in Vietnam but also across Laos, Cambodia, and Myanmar, while solidifying its position among the top ten airline loyalty programs in the Asia-Pacific region.

Recently, Lotusmiles earned regional acclaim by winning the Silver Award in the “Best Loyalty Strategy – Rewards & Incentives” category at the Loyalty & Engagement Awards 2025, reinforcing its role as a leader in customer engagement and innovation.