Adobe expert: ‘Vietnam Airlines’ website increases smart experience’

In the context of customer behavior shifting to a digital environment, Vietnam Airlines launched a new website. Mr. Ravi Verma, Southeast Asia Growth Director, Customer Experience Coordination Department Adobe – a website development platform provider, shared about the role of websites in digital transformation, as well as notable changes on Vietnam Airlines’ new e-commerce website.

– How do you evaluate the role of websites in airlines’ digital transformation strategies, especially in the context of customer behavior shifting strongly to a digital environment??

– From our perspective at Adobe, airline websites today have become a core enterprise platform, sitting at the intersection of customer experience, operations, data, and revenue.

If viewed from a marketing perspective, the website is the center of brand cohesion. In the AI ​​era, brands are not only perceived through images or interfaces, but also through responses and “dialogue” with customers. Therefore, the success of a website lies in both visits and consistency in customer experience across every touch point.

From a technology perspective, I view the airline website as an important digital infrastructure, closely connected to the reservation system, customer programs and customer service processes when flight schedules change. Even a small delay or data error can have a knock-on impact on operations, reducing passenger confidence. In the aviation industry, the requirement for availability and stability is absolute, a mandatory standard that must be met.

– Vietnam Airlines’ new e-commerce website is built on the Adobe platform. In your opinion, what are the most outstanding improvements compared to the traditional website model?

– What I appreciate is that Vietnam Airlines has switched to a website platform with a connected experience, operating based on cloud data.

First of all, it’s about performance and stability. With Adobe’s digital experience management platform, websites can scale, ensure fast loading speeds and maintain stable operations even during peak seasons or when operating plans change. For passengers, that means a smoother and more reliable experience.

Second is brand consistency. Content is centrally managed, so passengers will experience a consistent Vietnam Airlines image across all markets, devices and languages. I believe this consistency is an important factor in strengthening customer trust in the brand.

Another important improvement is personalization. The new Vietnam Airlines website can adjust content, offers and messages according to user behavior, journey stage and customer card class. In my opinion, this is a shift from providing information to creating experiences.

– What does personalization mean in increasing passenger satisfaction and engagement?

– I always say that in the airline industry, personalization is the core customer experience strategy.

The industry’s customers are inherently complex, have many choices, and situations easily arise. Personalization will help display the right information at the right time. When passengers access the website, the system can prioritize appropriate actions such as managing reservations, checking in or changing tickets, while limiting irrelevant content.

More importantly, personalization creates a feeling of being understood. When loyal customers are identified with the correct card class, when the message is tailored to the context of their journey, they feel recognized and not just an anonymous user. In my opinion, that feeling is the foundation of long-term commitment.

– What benefits does integrating AI chatbots into websites bring to both passengers and airlines?

– I believe AI chatbots are a strategic step forward. For passengers, AI chatbots provide instant answers about flight status, baggage, check-in or ticket changes. This helps reduce waiting times and limit stress, especially during peak periods or when situations arise. Multilingual support also helps international passengers interact.

For airlines, AI chatbots handle high volumes of repetitive requests 24/7, reducing the load on call centers and allowing staff to focus on more complex or sensitive cases. I think this is a way to optimize resources while maintaining service quality at scale.

– How do you evaluate Vietnam Airlines’ approach when developing the website as a center connecting the customer care ecosystem, instead of just a ticket sales channel?

–In my opinion, this is a long-term vision strategy when the website is positioned as a connection center. Vietnam Airlines’ website is now not only an interactive system, but also an intelligent system that coordinates the experience. That allows the company to deploy seamless omnichannel customer care and lay the foundation for future AI applications.

– What technology trends do you think will continue to drive passenger digital experiences?

I see the future as being driven by conversational AI, hyper-personalization based on customer data, and seamless omnichannel experiences. Customers will expect the airline to understand them, remember their information and provide proactive support.

With Adobe’s experience management platforms, I believe that Vietnam Airlines has built a digital infrastructure ready for the next steps of development. This is not just an interface upgrade, but a strategic shift, taking the website from a transactional tool to an intelligent, scalable and sustainable digital experience platform in the AI ​​era.