Sun Group picks Amadeus technology to run loyalty across its entire business

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 across evolving needs, Sun Signature brings together aviation, hospitality, entertainment, healthcare, real estate, and banking under a single loyalty account — setting a new benchmark for customer engagement in the region. Guided by the philosophy “One Signature, Boundless Privileges”, Sun Signature is designed to enable customers to redeem their loyalty points and enjoy privileges seamlessly across 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 engaging with other businesses 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 still 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 engage with Sun Group. As our ecosystem continues to grow, we wanted to build a loyalty experience that connects every touchpoint into one journey. More than a rewards program, Sun Signature reflects our commitment to creating meaningful experiences, personalized privileges and long-term relationships with our customers.”

“This project points to a bigger change in the market, where loyalty no longer sits with airlines or hotels alone,” 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-grade 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. With Amadeus Loyalty and Rewards, Sun Group can consistently manage their loyalty program, enabling more personalized engagement, delivering more relevant rewards. This creates a stronger foundation for long-term customer relationships while supporting continued growth across the Group’s businesses.

This milestone reinforces Amadeus’ commitment to enabling loyalty ecosystems across Southeast Asia, and its ability to power large-scale, first-of-its-kind digital transformation programs for industry 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.