Star Alliance celebrates 25th anniversary as the world’s first and leading airline alliance

SINGAPORE  &  FRANKFURT   - May  13, 2022 - Star  Alliance and  its  26-member carriers  will  celebrate the 25th anniversary of  the world’s  first  and leading  global airline alliance  on  Saturday, May  14, 2022. This bold  vision  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.


“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,” said Jeffrey Goh, CEO of Star Alliance.


“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,” Goh added.


Together. Better. Connected. with Star Alliance


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.


“We  have defined the way the Earth connects for years, and now more than  ever,  is the  time  to enable technology to provide seamless journeys  and  delight the  loyal customers of  our member  carriers,”  Mr.  Goh said. “I  am happy that “Together. Better. Connected.” — our  new  tagline — reflects that  earnestly and  is also  future- facing. It will motivate us to do better.”


Among the  key  successes and  future offerings upon which Star Alliance continues to innovate are:


  • To introduce a new  partnership model that cements network leadership


  • To be announced an industry-first co-branded credit card  in a regional market that will offer  loyalty customers of member airlines the opportunity to earn  miles and points with spends
  • Jointly adopted a sustainability statement with member carriers to commit to the industry goal of net-zero carbon emissions and consequent joint efforts on decarbonisation
  • Star  Alliance Biometrics,  launched in 2020, is  now   available across four  major airports - Frankfurt, Munich and Vienna – with Hamburg added in April 2022
  • Expansion  of   the   Digital  Connection  Service  to   augment  the   Star   Alliance Connection Centres to aid connecting passengers at major airports and  the airlines serving them. This service is currently available at London Heathrow and will expand to a key European hub soon.
  • Progressive ability to reserve seats   and  track   baggage location on  codeshare flights and multi-carrier journeys through the digital channels of member carriers
  • 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 center  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.