Article from BTNews 11 JUNE 2018
StarAlliance looks ahead
Latest developments at Star Alliance including a renewed emphasis on digital capability were outlined in a special presentation by CEO Jeffrey Goh at the IATA AGM in Sydney.
He began by reminding the audience the alliance had undertaken a shift in its strategic focus from membership growth to improving the seamless travel experience, especially for passengers on multi-carrier journeys.
Goh added: “Having control over their journeys at their fingertips is of high importance to many travellers. Hence, harnessing digital technologies to provide a better and digital travel experience lies at the heart of this strategic repositioning.”
Member carrier CEOs had now reaffirmed the shift in strategy and endorsed the alliance’s plan to enable more inter-connectivity between the digital services of the member airlines to elevate passengers’ travel experiences, he went on.
To achieve this, the alliance had set out to develop digital capabilities centrally. These could then be used by member carriers to enhance their own products and offer extended care to regular passengers even elsewhere on the network.
Among results of the work, United had now enabled advanced seat reservations for flights operated by Singapore Airlines for passengers who book them through United’s website, app or mobile site.
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