Star Alliance shifting focus to improving travellers’ experience

Goh said yesterday that over the past 20 years Star Alliance had focused on building up its network across the world and now it had come to the point where it believed that its network was already strong and comprehensive.
Now it wants to put greater efforts on making the journey experience of the passengers of its member airlines much better, he said on the sidelines of the first Alliance Management Board meeting of this year, which took place in Bangkok for two days ending yesterday.
He said the alliance had embraced more digital technologies to enhance the traveller’s experience. The alliance members have discussed which of their current products can be digitised to benefit their customers. The alliance also looks for new business opportunities and new products the airlines can use to enhance the customer experience through digital technology.
Goh said his vision was to transform Star Alliance into “the most digitally advanced alliance with seamless travel and leading loyalty propositions”.
Goh took over as CEO of Star Alliance on January 1. Previously, he was chief operating officer and general counsel for the alliance.
The alliance has also continued to ensure that its members’ customers experience seamless flight connections when they transfer from one member to another, he added. To accomplish this, it has continued to advise airport operators to put its member airlines into the same terminal to ensure the convenience of their passengers, as part Star Alliance “Move under One Roof” policy.

China, India 
Goh added that the aviation industry in Asia continued to be robust, and China and India had continued to be important markets, while Vietnam and Indonesia were two fast-emerging markets because of their large populations.
He said the low-cost carriers in Asia had grown very quickly, and this continued to be the trend. But one might soon see the consolidation of some budget airlines to become much more competitive.
Thai Airways International is one of the five founding members of the Star Alliance, which will celebrate its 20th anniversary in May. The other founding members are Air Canada, United Airlines, SAS and Lufthansa.
The Star Alliance network was established in 1997 to offer worldwide reach, recognition and seamless service to international travellers. It now has 28 members across the world.