The 26-airline alliance, Star Alliance, celebrated its 25th on Saturday, May 14 with a new brand tagline “Together. Better. Connected.”
The bold vision of the group was established in 1997 based on a customer value proposition of global reach, worldwide recognition, and seamless service. It continues today by leveraging technology to foster a harmonious experience for customers.
Star Alliance CEO Jeffrey Goh said, “We reflect on the successes of Star Alliance in uniting the leading global airlines, with an eye firmly focused on a future where the customer continues to be at the heart of our work and our global network.”
“I am very excited for the innovations led by Star Alliance and our members carriers as we aim to be the most digitally advanced airline alliance offering seamless travel experiences with a unique loyalty proposition. This year, we look forward to further developments in seamless connectivity — such as new digital and mobile innovations — and exciting industry-first offers that loyal customers of our member carriers will welcome,” Jeffrey Goh added.
In conjunction with the anniversary milestone, Star Alliance and its member carriers will release exciting campaigns and customer innovations under the new brand tagline “Together. Better. Connected.” The new brand tagline captures the intent of fostering better human connections through the Star Alliance global network coupled with digital seamless connectivity.
Award-winning Star Alliance lounge in Los Angeles and other premium lounges in Amsterdam, Rome, Rio de Janeiro, Buenos Aires, and Paris, with new options for paid access being progressively rolled out.
Collection and online redemption of points and miles for award flights and upgrades across the twenty-six member carriers.
Star Alliance innovations are underpinned by a robust and ever-evolving IT infrastructure that integrates the member carriers, coupled with more than 50 business practice standards and audit functions that place the customer at the centre of the travel experience.
On that basis, the Alliance has repeatedly won several “Best Airline Alliance” awards including the notable World Travel Awards, Skytrax World Airline Awards and Air Transport Awards which have recognised its positive contribution to the future of air travel.
