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The CEOs of oneworld member airlines met last week in London to unveil a radical transformation of the global alliance as it marks the 20th anniversary of its launch.
The moves are designed to increase the value that oneworld delivers to customers and to its member airlines into its third decade, while reflecting the substantial changes in the marketplace and the industry since oneworld originally took off on 1 February 1999.
oneworld’s transformation includes:
These changes are reflected in a sweepingly different brand positioning for oneworld, encouraging passengers to ‘Travel Bright’ – complete with a new oneworld.com website, both unveiled today.
What the CEOs say
oneworld CEO Rob Gurney said: “In the two decades since oneworld was launched, the industry and consumer behaviours have changed fundamentally. Most of our member airlines have undergone comprehensive restructuring. Some have merged. When oneworld first took off, hardly any airline offered online bookings. Smartphones were in the future. Social media did not exist. Airline fares included everything. Low-cost carriers were in their infancy.
“Since then, global alliances have grown greatly in terms of membership but, to be frank, they have failed to keep pace with the changes that their members, the industry at large and the marketplace have experienced. At oneworld, we are making up for that. As we enter our third decade, we are undergoing a radical transformation, with a host of fresh initiatives to strengthen further the relevance of the alliance to our member airlines and our customers.”
oneworld Governing Board Chairman and Qantas Group CEO Alan Joyce added: “Qantas was one of the airlines that founded oneworld 20 years ago and we’ve seen it evolve into the leading alliance in the sky.
“In some ways, oneworld represents a team of rivals, given several members are direct competitors in various regions. For two decades it’s been able to bring together the best carriers, lounges, frequent flyer programs and networks offer people a much smoother travel experience. Now, as the alliance enters its third decade, we are stepping up that cooperation and modernising how we work together to make oneworld even more relevant to international travellers and to its member airlines.”
Rob Gurney and Alan Joyce were joined at the London event by their counterparts from oneworld’s other three founding members, who commented on behalf of colleagues from many of the other airlines that have joined them in the alliance since then, who were also present.
American Airlines Chairman and CEO Doug Parker noted: “As oneworld celebrates its 20th anniversary, we are very pleased with how the alliance is positioned – both today and for the future. Together, oneworld member airlines have a footprint that is far larger than American could ever have on its own. This additional connectivity is tremendously valuable to our customers and our team members and it is important for our business. We are excited about the future of oneworld and our continued partnership with some of the leading airlines in the world.”
British Airways Chairman and CEO Alex Cruz said: “British Airways hosted fellow founding oneworld members in London when we launched the alliance two decades ago and it is an honour to welcome this greatly expanded family back to our home city in our own centenary year to celebrate our alliance’s 20th anniversary. Global alliances need to evolve to remain relevant in this fast changing industry – and that is just what oneworld is doing now.”
Cathay Pacific CEO Rupert Hogg remarked: “Cathay Pacific was proud to play our part in founding oneworld 20 years ago and establishing it as the leading quality alliance. And we are proud today to be playing our part again in transforming the alliance, moving forward to deliver more benefits both for our customers and our fellow member airlines as the alliance flies into its third decade and beyond.”
Sri Lankan Airlines CEO Vipula Gunatilleka said: “Sri Lankan Airlines sends our best wishes to the oneworld team and all other member airlines on this momentous occasion of marking two decades. Since 2014, we have had the privilege of being part of this prestigious alliance and it has opened up a world of opportunities for us. More importantly, this has enabled us to offer our passengers extensive connectivity and enhanced frequent flyer benefits. On the other hand, as the representative of the South Asia region, it is both our pleasure and honour to add exotic and vibrant destinations to the oneworld route map. The Travel Bright campaign that takes off today presents a progressive outlook to air travel. It will inspire many more to enjoy the benefits of the alliance and be part of the world that we bring together as member airlines of oneworld.”