Vietnamese airlines compete to win back loyalty members

More than three million Bamboo Airways loyalty members received emails on Friday and Saturday informing them that their highest-ever membership tier had been reinstated and extended for an additional year under the Bamboo Club program.

This move is considered unprecedented in the Vietnamese aviation industry.

Bamboo Club currently offers four membership tiers: Emerald, Gold, Diamond, and First.

Depending on the tier, members enjoy a range of privileges such as private check-in counters, seat and baggage preferences, access to business lounges, complimentary baggage, and the ability to redeem points for tickets or service upgrades.

Longtime customers expressed excitement over the news.

Nguyen Duy Hoa, a frequent pasenger on the Ho Chi Minh City - Hanoi route, said he had lost his Diamond tier due to reduced flights.

After receiving the email, he was surprised to find his tier reinstated and extended.

"The airline is creating a unique edge to attract customers back during this competitive period," Hoa said.

“I used to benefit a lot from the membership, especially at the airport and when booking tickets. 

"Now that my tier is restored and extended, I’ll definitely return to their services."

This initiative comes as Vietnamese airlines increasingly focus on loyalty programs to retain high-value customers, who play a crucial role in maintaining steady revenue.

A Bamboo Airways representative said this is part of a series of special activities marking the 24th anniversary of FLC Group, the founding shareholder of the airline.

At the end of September 2025, FLC Group regained the management control of Bamboo Airways.

Following fleet restructuring, the airline now operates only seven Airbus A320/A321 aircraft on 12 domestic routes. Regular international services have been suspended, with only charter flights maintained.

This is a stark contrast to the airline’s previous operations, when it managed a fleet of 30 aircraft, including wide-body, narrow-body, and regional jets, covering 66 domestic and 15 international routes.

Meanwhile, Vietnam Airlines continues to operate its Lotusmiles loyalty program with five tiers: Silver, Titanium, Gold, Platinum, and Million Milers.

Gold-tier and above members enjoy privileges equivalent to SkyTeam Elite and Elite Plus, including lounge access, bonus miles, priority check-in, and extra baggage allowance.

Vietnam Airlines has recently introduced a new check-in lounge at T3 Terminal of Tan Son Nhat International Airport in Ho Chi Minh City, providing a dedicated check-in space for premium passengers, the first of its kind in Vietnam.

According to Dang Anh Tuan, deputy general director of Vietnam Airlines, the lounge serves as a bridge between ground and in-flight services, offering a consistent five-star experience.

The airline plans to continue expanding Lotusmiles benefits, with each tier offering increasing advantages such as an extra 10kg of baggage, 30-percent bonus miles, and SkyTeam point accumulation.

Vietjet does not use a tiered membership system but has been actively growing its SkyJoy loyalty program.

The airline recently partnered with the LynkiD point redemption platform, allowing members to flexibly exchange points between the two systems. 

This collaboration extends customer benefits into retail, dining, and travel sectors.