Star Alliance goes for new strategy and new slogan
Star Alliance is developing a world strategy featuring re-branding, adding three airline members by 2008 in line with implementing e-travel and setting up Star Connection Centres in all countries where the world's largest airline network has a base.
This is a major change that the group believes will enhance its competitiveness and efficiency in the global aviation industry. The group recently changed its slogan from "The Airline Network for Earth" to "The Way the Earth Connects". Its new philosophy is "Business is the Future of Global". Pridi Boonsue, vice president for Star Alliance at Thai Airways International, one of the founding members, said the change of slogan and philosophy was part of the group's strategy for its 10th anniversary next month. "The group also plans to add more global initiatives in 2007-2008 both internationally and in Thailand," he said. Air China and Shanghai Airlines are scheduled to join the group this year, followed by Turkish Airways next year. Current membership counts 17 airlines and three regional airlines, covering 155 countries. The group is implementing an e-travel project as required by the International Air Transport Association. All carriers are supposed to go over entirely to e-ticketing this year, but IATA expects that only 60-70 airlines will do so. However, IATA said all its members would fully apply the multiple interline project. Star Alliance is offering more privileges, including mileage awards, mileage upgrades and recognition membership. The group is also developing Star Connection Centres in all countries where it has members. "Bangkok's Suvarnabhumi Airport will be next for a centre," he said. The centre will be working with all overseas centres to monitor flight operations, particularly in and out of Bangkok. In case of flight delay or emergency the centre will prepare assistance measures for passengers. This will reduce airlines' operating costs, especially for passenger accommodation in case of delay. Star Alliance's celebration of its 10th year runs worldwide for the rest of this year. The opening session is in Denmark next week, followed by the Aviation Forum in Bangkok next month and Airport Exhibition Showcases in second home bases such as London, Paris and Hong Kong. The group will run promotions like inviting the public to join online quiz games. The players have the chance to win global packages. THAI will offer full homestay packages in remote provinces. The group will close the celebration in December in China by welcoming Air China and Shanghai Airlines into its fold.
Suchat Sritama The Nation
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