LOTUSMILES-LEF2025

LOYALTY &

ENGAGEMENT FORUM

Proudly hosted by Lotusmiles – Vietnam Airlines

MELIÁ HANOI HOTEL, SEPTEMBER 10, 2025

OUR SPONSORS

Mr. Le Hong Ha

Chair of the Forum

President & CEO of Vietnam Airlines

Welcome to LEF 2025

For the first time in Vietnam, an international forum dedicated exclusively to Loyalty & Engagement will unite the world’s foremost innovators. Among the distinguished participants are leading expert Mr. Evert De Boer and representatives from renowned brands including VISA, Comarch, Marriott, Loyalty Status Co., and Collinson International.

At LEF 2025, you will have the opportunity to meet, connect, and learn directly from top global experts, explore the latest trends in technology and personalized customer experience, and participate in inspiring panel discussions.

Professionally organized with international scale and wide-reaching media coverage, LEF 2025 promises in-depth insights into the Loyalty & Engagement industry while opening doors to groundbreaking collaborations between brands and partners.

20+

Our Journalists

9+

Our Speakers

200+

Delegates

Meet Our Speakers

Mr. Cezary Kryszkiewicz

Senior Business Solution Consultant, Comarch

Ms. Doan Thi Hoa

Head of Loyalty & Business Development, UrBox

Mr. Evert R. De Boer

Global Airline Loyalty Strategist & Author

Ms. Jacqueline Mai Foster

Head, AP (Asia Pacific) Co-brand Center of Excellence, Visa

Mr. Nguyen Sy Thanh

Director, Lotusmiles

Ms. Phoebe Ho

Business Development Director, South East Asia, Collinson International

Mr. Stuart Melim

CFO, Loyalty Status Co.

Ms. Tran Thi Thu Hien

Deputy Director, Lotusmiles

Mr. Vibhore Saraswat

Senior Director, Enterprise Partnerships and Cards, Marriott international inc

And Our Panelists

Mr. Cezary Kryszkiewicz

Senior Business Solution Consultant, Comarch

Mr. Evert R. De Boer

Global Airline Loyalty Strategist & Author

Ms. Thao Ho

Head of Non-FIs Sales, Visa Vietnam and Laos

Ms. Tran Thi Thu Hien

Deputy Director, Lotusmiles

Mr. Vu Anh Tu

Chief Technology Officer, FPT Corporation

Agenda

Preliminary schedule – to be updated!

Agenda

08:30 ☕

LOYALTY & ENGAGEMENT FORUM REGISTRATION

Coffee & Activities in Lotusmiles Zone

09:00 🎙

WELCOME ADDRESS FROM THE CHAIR

Mr. Le Hong Ha

President & CEO of Vietnam Airlines

09:10 🎙

LOYALTY STRATEGY

Ms. Tran Thi Thu Hien

Deputy Director, Lotusmiles

09:30 🎙

LOYALTY PROGRAMS AND THE CURRENCY EFFECT

Mr. Evert De Boer

Global Airline Loyalty Strategist & Author

10:00 🎙

AIRLINE LOYALTY – UNLOCKING CARD HOLDER SPEND

Ms. Jacqueline Mai Foster

Head, AP (Asia Pacific) Co-brand Center, Excellence, Visa

10:30 ☕

NETWORKING & MORNING REFRESHMENT BREAK

Activities in Lotusmiles Zone

10:50 🎙

THE POWER OF LOYALTY STATUS

Mr. Stuart Melim

CFO, Loyalty Status Co.

11:20 🎙

POWER OF PARTNERSHIPS

Mr. Vibhore Saraswat

Senior Director, Enterprise Partnerships and Cards, Marriott international inc

12:00 🍽️

LUNCH BREAK & NETWORKING

13:00 ☕

COFFEE & ACTIVITIES AT LOTUSMILES ZONE

13:30 🎙

MAJOR DEVELOPMENT OF LOTUSMILES

Mr. Nguyen Sy Thanh

Director, Lotusmiles

13:50 🎙

THE EVOLUTION OF LOYALTY

The Evolution from Transactional Loyalty (Points/Rewards) to Experiential Loyalty (Emotions, Utility, Community, Gamification)

Mr. Cezary Kryszkiewicz

Senior Business Solution Consultant, Comarch

14:20 🎙

LOYALTY WITH AI

Ms. Doan Thi Hoa

Head of Loyalty & Business Development, UrBox

14:40 ☕

REFRESHMENT BREAK AT LOTUSMILES ZONE

15:00 🎙

THE IMPACT OF HAPPINESS

How Brands Influence Consumer Emotions

Ms. Phoebe Ho

Business Development Director, Collinson International

15:30 👥

PANEL DISCUSSION

Moderator: Ms. Tran Thi Thu Hien

Deputy Director, Lotusmiles

Topic 1: Non-Air Loyalty Development and Technology, Trends, Collaboration with Lotusmiles

Topic 2: Which technology delivers the best results?

AI, Blockchain, and ChatGPT: How can these technologies be effectively integrated into customer loyalty programs?
Which solutions have proven their practical value?

Panelist: Mr. Evert De Boer

Global Airline Loyalty Strategist & Author

Panelist: Mr. Cezary Kryszkiewicz

Senior Business Solution Consultant, Comarch

Panelist: Ms. Thao Ho

Head of Non-FIs Sales, Visa Vietnam and Laos

Panelist: Mr. Vu Anh Tu

Chief Technology Officer, FPT Corporation

16:20 🌟

PARTNERSHIP & INNOVATION AWARDS

For partners who have contributed to the development journey of Lotusmiles

16:40 🎙

CLOSING REMARKS

Mr. Nguyen Sy Thanh

Director, Lotusmiles

18:30 🍽️

DINNER & NETWORKING

Please let us know should you wish to participate in the dinner.

Our Location

LOYALTY &

ENGAGEMENT FORUM

OUR SPONSORS

Mr. Le Hong Ha

Welcome to LEF 2025

20+

Our Journalists

9+

Our Speakers

200+

Delegates

Meet Our Speakers

And Our Panelists

Agenda

Preliminary schedule – to be updated!

Event Countdown

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00 Hours

00 Minutes

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LOCATION