Star Alliance celebrates its 25th anniversary

Star Alliance celebrates its 25th anniversary

Star Alliance and its 26 member airlines celebrated the 25th anniversary of the world’s first airline alliance on Saturday, May 14, 2022. This bold vision was established in 1997 based on a global customer value proposition, worldwide recognition, and impeccable service. Today, the alliance continues to harness technology to foster a seamless experience for customers.

“We reflect on the successes of Star Alliance in uniting the world’s leading airlines, with our sights firmly set on a future where the customer remains at the center of our work and our global network,” said Jeffrey Goh, CEO of Star Alliance.

“I am very excited about the innovations led by Star Alliance and our member airlines, aiming to be the most digitally advanced airline alliance, delivering seamless travel experiences with a unique loyalty proposition. This year, we look forward to delivering seamless connectivity, new digital and mobile innovations, and exciting industry-first offerings that our member airlines’ loyal customers are sure to appreciate,” added Goh.

Together. Best. Connected. With Star Alliance

In conjunction with the anniversary milestone, Star Alliance and its member airlines will launch exciting campaigns and innovations for customers under the new brand slogan “Together. Best. Connected.” The new brand slogan captures the intent to foster better human connections across the global Star Alliance network along with seamless digital connectivity.

“We’ve defined how the Earth connects for years, and now, more than ever, is the time to enable technology to deliver seamless travel and delight loyal customers of our member airlines,” said Mr. Goh. “I am happy that “Together. Best. Connected.”, our new slogan, reflects this seriously and also looks to the future. It will motivate us to do better.”

Key successes and future offerings that Star Alliance continues to innovate on include:

•The introduction of a new model of association that consolidates the leadership of the network

•Announcement of the industry’s first co-branded credit card in a regional market that will offer loyal customers of member airlines the opportunity to earn miles and points on spending

•Adopting a joint sustainability statement with member carriers to commit to the industry goal of net zero carbon emissions and subsequent joint decarbonization efforts

•Star Alliance Biometrics, launched in 2020, is now available at four major airports: Frankfurt, Munich, Vienna and Hamburg. The latter was added in April 2022

•Expansion of the Digital Connect Service to increase Star Alliance hubs to help connect passengers at major airports and the airlines that serve them. This service is currently available at London Heathrow and will soon be expanded to a key European hub.

•Progressive ability to reserve seats and track baggage location on codeshare flights and multi-airline travel through member airlines’ digital channels

•The award-winning Star Alliance lounge in Los Angeles and other premium lounges in Amsterdam, Rome, Rio de Janeiro, Buenos Aires and Paris, with new paid access options to be rolled out progressively.

•Online collection and redemption of points and miles for award flights and upgrades on twenty-six member airlines

Star Alliance innovations are supported by a robust and evolving technology infrastructure that integrates member airlines, along with more than 50 business practice standards and audit features that put the customer at the center of the travel experience. On that basis, the Alliance has repeatedly won “Best Airline Alliance” awards, including major accolades such as the World Travel Awards, the Skytrax World Airline Awards and the Air Transport Awards, which have recognized its positive contribution to the future of air travel.

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Source. star alliance


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