Sun Group chooses Amadeus technology to realize loyalty across the company | News
Sun Group has successfully launched Sun Signature, Vietnam’s first fully integrated loyalty program. Powered by Amadeus Loyalty and Rewards, a modular platform to support airlines and loyalty programs as their needs evolve, Sun Signature brings together aviation, hospitality, entertainment, healthcare, real estate and banking under one loyalty account, setting a new benchmark for customer engagement in the region.
Guided by the philosophy of ‘One Signature, Limitless Privileges’, Sun Signature is designed to enable customers to redeem their loyalty points and enjoy privileges seamlessly within the Sun Group ecosystem. Whether flying with Sun PhuQuoc Airways, staying at award-winning resorts such as InterContinental Danang Sun Peninsula Resort or Capella Hanoi, enjoying entertainment experiences at Sun World, accessing 5-star healthcare services or partnering with other companies within the ecosystem, members can enjoy a connected journey through a single loyalty platform.
“Choosing the highest standard in the industry – often regarded as a trusted leader in global loyalty technology and reaching the market in just four months gave us the confidence to launch without compromising on our requirements or standards,” said Ms. Bui Thi Thanh Huong, Chief Executive Officer of Sun Group. “Sun Signature was created with a simple ambition: to recognize and reward our customers wherever they interact with Sun Group. As our ecosystem continues to grow, we wanted to build a loyalty experience that connects every touchpoint in one journey. More than just a rewards program, Sun Signature reflects our commitment to creating meaningful experiences, personal privileges and long-lasting relationships with our customers.”
“This project signals a larger change in the market, where loyalty no longer lies solely with airlines or hotels,” said Javier Laforgue, EVP, Travel Unit & Managing Director, Asia Pacific, Amadeus. “Travel groups need a unified loyalty foundation that supports every part of their business. We built our loyalty and rewards technology to make that possible, combining airline-level loyalty with the flexibility hotel operators need, and extending the experience across the entire travel journey, beyond air and hospitality alone.”
In many organizations, loyalty remains fragmented across business units, making it difficult to understand customer behavior across brands. Amadeus Loyalty and Rewards allows Sun Group to manage their loyalty program consistently, enabling more personalized engagement and delivering more relevant rewards. This creates a stronger foundation for long-term customer relationships while supporting the continued growth of all the Group’s businesses.
This milestone reinforces Amadeus’ commitment to enabling loyalty ecosystems across Southeast Asia, and its ability to enable large-scale, first-of-its-kind digital transformation programs for leading organizations.
Sun Group’s airline, Sun PhuQuoc Airways (SPA), is a current user of Amadeus’ Altéa Passenger Service System (PSS), Amadeus Sky suite and Amadeus Revenue Accounting technology.
