Oneworld marks 20th anniversary, unveils major benefits for customers and airlines

The CEOS of oneworld member airlines recently met 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 February 1, 1999. oneworld’s transformation includes:

■ A new oneworld digital platform that will, as it is progressively rolled out, bring to life in the digital era the alliance’s core promise of seamless connectivity for customers flying on multi-sector, multi-airline journeys, via the convenience of their preferred member airline’s mobile app or website - without having to download any additional app or enter more log-in credentials.

■a■ increased level of alliance co-location projects at a number of key airports around the world with plans to unveil the first oneworld branded, developed and managed lounge later this year.

■a fresh approach to corporate sales, enabling oneworld to respond much faster to requests for alliance contracts, which currently generate US$1 billion a year for member airlines. Since trials of the new process began six months ago, revenues have risen 10 percent. Dozens of the world’s biggest multinational corporations have signed corporate accounts with the alliance rather than a series of individual airline deals.

■a revised process for prospecting potential new members. The first airline to join as a result will be Royal Air Maroc, next year - oneworld’s first full member recruit for six years and its first from Africa.

■the alliance’s first new membership platform, oneworld connect - designed with smaller, regional airlines in mind - with Fiji Airways’ entry as the first partner to join in this capacity to be completed by the end of next month. Talks are progressing with other airlines interested in signing, from the Americas, Europe and Asiapacific, enabling the alliance to spread its wings still further globally.

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.

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,” he added.

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 programmes and networks offer people a much smoother travel experience.”

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.”

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.”

Srilankan Airlines CEO Vipula Gunatilleka said: “Srilankan 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,” he added.