“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 Goh.

“I am very excited for the innovations led by Star Alliance and our member 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,” he added.

Coinciding with the landmark anniversary, Star Alliance and its member carriers will release new campaigns and customer innovations under the new brand tagline ‘Together. Better. Connected.’

“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,” said Goh. “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.”

He pointed to Star Alliance’s key successes and future offerings, including …

  • 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 decarbonization
  • 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.



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