A representative from the national flag carrier announced the launch of its latest website version, designed to be modern, youthful, and user-friendly. The redesigned page layout helps customers focus on key actions: purchasing tickets, managing bookings, and checking in. Flexible navigation and a scientifically arranged booking flow shorten transaction times and minimize errors during the booking process.

The new website also adopts an ecosystem approach, enabling passengers to manage their entire journey on a unified platform. Beyond booking flights, customers can proactively purchase extra baggage, meals, select seats, upgrade their class, manage bookings, and track flight and baggage status in real time. Moving forward, Vietnam Airlines aims to integrate ancillary services such as hotels, tours, and exclusive offers for Golden Lotus Plus members, enhancing the seamless experience before, during, and after flights.

The interface of Vietnam Airlines' new website. *Photo: Vietnam Airlines*

Developed in collaboration with FPT Group, the website utilizes Adobe's content management and customer experience management systems. Hosted on a cloud-native platform, it enhances page loading speeds and ensures stable operation even during peak periods. The booking flow is optimized for response speed, user interaction, and adaptability across various devices, from computers to mobile phones. The website also adheres to the World Wide Web (W3C) WCAG content display standards, meeting accessibility requirements for people with disabilities.

The new website integrates an AI chatbot, serving as a 24/7 online digital assistant for customer support. Alongside a multi-channel customer care system, the AI chatbot enhances Vietnam Airlines' customer service, shortening response times and improving customer interaction efficiency.

On the site, the service introduction area features boarding pass-inspired fare class cards, allowing passengers to compare benefits across economy, premium economy, and business classes. Carefully selected colors, images, and layouts reflect a modern spirit while evoking Vietnamese cultural values.

Beyond its interface, the new website emphasizes personalizing the experience. Based on behavioral data analysis, search history, and geolocation, the system automatically suggests itineraries, offers, and services tailored to each customer. First-time visitors receive recommendations for prominent destinations, while returning customers can quickly access previously viewed itineraries or services. Promotional messages, incomplete booking reminders, and ancillary service suggestions appear at opportune moments, aiding decision-making without causing annoyance.

Dang Anh Tuan, Deputy General Director of Vietnam Airlines, emphasized that the new website is part of a long-term strategy to establish Vietnam Airlines as a leading digital airline in the Asia-Pacific region. "The launch of this new-generation e-commerce website demonstrates Vietnam Airlines' determination to systematically invest in digital infrastructure, viewing technology as a lever to enhance competitiveness and service quality," Dang Anh Tuan stated.

Yen Chi