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BBT March/April 2019 cover
March/April 2019

Star Alliance improves interaction with Corporates and TMCs

The Star Alliance has shifted its strategy from membership growth to creating value through the digital enhancement of the customer journey. 
In line with this, Star Alliance recently unveiled a new web site functionality that allows corporates and TMCs to seamlessly and simultaneously reach out to all, or selected, member airlines. This enables the meeting requestor to propose a range of available dates and select which carriers they would like to engage with. Each airline can nominate where this request is routed to – directly to a Corporate Sales Manager, for example, or to the Sales Support Team.
The airline is able to see who and why the meeting has been requested and provide an immediate response.. They will also have full disclosure of all other participants invited to the meeting. The functionality also includes the option to decline the request, or to follow up with a direct email or phone call.
"In the increasingly complex world of defining global travel arrangements, we wanted to simplify the process of contacting the airlines unique to customers, given the global reach of our network. I am sure that our trade partners will appreciate this development based on digital technology," said Julie Murphy, Chair of the Star Alliance UK Steering Group.
In December 2017 Star Alliance launched a new dedicated website for its UK customers, based on a research programme aimed at sourcing and collating the views of thousands of customers across the travel sector. From frequent flyer programme members and corporate travel managers to product managers and frontline travel agents, data was carefully collected and recorded with the objective of gaining a clear understanding of their perception of Star Alliance, its products and services. 
"This project has been a key priority for Star Alliance in this market. The Alliance's digital channels are fully aligned to meet the constantly changing needs of our customers and to deliver engaging, market relevant news and video based content via a site which is also mobile optimised," said Julie Murphy.
Key features of the UK website include an illustration of how members of the frequent flyer programmes can earn and redeem miles across the world’s largest airline alliance. The site also showcases key areas of the customer experience, such as lounge locations, connection services and an integrated destination and route planner. It also highlights Star Alliance’s facilities at Heathrow where all 25 Star Alliance carriers serving the airport are conveniently housed under one roof at Terminal Two – The Queen’s Terminal.
Star Alliance remains committed to maintaining customer-led improvements to enhance its UK digital offering. With many of these new technologies already implemented and more to follow, customers are benefitting from unprecedented access to information and levels of control and flexibility over their journey. 

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