SUCCESSFUL STRATEGY SHIFT FROM MEMBERSHIP GROWTH TO IMPROVING THE SEAMLESS TRAVEL EXPERIENCE
Jeffrey Goh, CEO Star Alliance spoke at the 74th IATA (International Air Transport Association) Annual General Meeting in Sydney to brief on the latest developments at the Alliance.
Star Alliance has undertaken a shift in its strategic focus from membership growth to improving the seamless travel experience, especially for those customers who fly on multi-carrier journeys.
Having control over their journey 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.
“At yesterday’s Chief Executive Board Meeting the member carrier CEO’s re-affirmed the shift in strategy and endorsed the Alliance’s plan to enable more interconnectivity between the digital services of the member airlines to elevate the customers’ Alliance travel experience”, commented Goh.
The Alliance has set out to develop digital capabilities centrally, which can then be used by its member carriers to enhance their own products, so that they can offer extended care to their regular customers even when they are travelling elsewhere on the network.
The groundwork for this digital transformation was put into place at Star Alliance several years ago, with the creation of an IT hub infrastructure. This has already enabled the better integration of back-end services between the member airlines. The next milestone was the launch of the Star Alliance Digital Services Platform (DSP) which officially went live in February this year.
Many additional enhancements will be introduced over the next few years. Individually, these will offer an incremental improvement. Taken together, they will provide customers a completely new level of information and control of their journey.
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