1: Can you tell us about your journey to becoming the Deputy Director – Commercial & Marketing at Lao Airlines?

I am originally from Switzerland. After graduating from university, my first job was helping to start up Nok Air in Thailand. Later, I went to HK Express, a low-cost airline based in Hong Kong. After a few years in the travel technology sector, I decided to move to Laos and work with Lao Airlines.

2: What inspired you to pursue a career in the aviation industry?

My parents were hotel managers so was involved in the travel industry from early on and loved the interaction with people from all over the world. So, I definitely wanted to do something in that area. What drew me to aviation was the thrill of flying. I am still amazed by the engineering marvel that allows airplanes to take off and fly us safely all over the world.

3: What are your main responsibilities at Lao Airlines?

I work on the commercial side of the business. I look after eCommerce and distribution, working with our distribution partners like online travel agencies but also encouraging more people to book directly on our website and mobile app. My team and I are also developing new services, like the ability to select a seat or purchase travel insurance. This gives more choices to our customers and opens up new revenue streams for Lao Airlines.

4: What sets Lao Airlines apart from other airlines in the region?

Apart from serving major cities like Bangkok, Hanoi, or Seoul, we also operate some smaller routes like from Luang Prabang to Chiang Mai or from Pakse to Ho Chi Minh City. This is in line with our strategy of connecting Laos regionally and internationally. This is something our competitors don’t do. We are also proud that we have partnerships with more than 30 airlines around the world to bring more visitors to Laos, boosting trade and development.

5: How has Lao Airlines adapted to changes in customer behavior and preferences, especially post-pandemic?

I am not sure there will be lasting effects from the pandemic. People forget quickly. I would like to think that Laos, which offers unspoiled natural experiences, can benefit as a destination. Especially among people in Asia’s crowded urban areas. However, other developments, like the opening of the high-speed rail between Vientiane and Kunming, will have a more lasting effect on some of our routes, compared to the pandemic.  

6: Can you share some of the innovative marketing strategies Lao Airlines has implemented recently?

Earlier this year we celebrated our 35th anniversary. We offered a 35% discount for bookings on our website and mobile app. We have never received so many bookings in one day. It broke all records! A few weeks ago, we also launched an innovative partnership with JDB Bank which allows users to conveniently book Lao Airlines flights directly in the JDB mobile app.

7: How do you leverage digital marketing to enhance customer engagement and brand loyalty?

One of the key advantages of digital marketing is that we can target a very specific audience. This allows us to reach travelers in overseas markets who have never heard of Lao Airlines. For instance, we can target people across Europe who have shown interest in traveling to Laos. We can then promote our services to them and direct them to our website to book a flight.

8: What are some exciting developments or future plans for Lao Airlines?

In 2025, we plan to open more exciting new routes from Laos, both domestic and international. We have also big plans to improve our website and mobile app by letting customers manage their bookings and add additional services to enhance their journey with us. So make sure you follow Lao Airlines on social media so you don’t miss any of our upcoming announcements and promotions.

9: What trends do you foresee in the aviation industry in Laos, and how is Lao Airlines positioning itself to stay competitive?

Competition will increase, both from domestic and international airlines. The management of Lao Airlines is fully aware of this and a lot of reforms are currently underway to make the airline more competitive. We are upgrading our IT systems, launching new digital services, and bringing in foreign talent like myself in order to transform the airline into a small but capable regional airline.

10: You must have traveled a bit around Laos already. What are some of your favorite places?

I am from Switzerland so I love the mountains. Phongsaly in the north has definitely captured my heart. I am also looking forward to exploring more of the natural beauty of Xaysomboun province, especially during the cool season. You can also regularly find me in Luang Prabang where I just competed in the city’s annual Half Marathon.