Star Alliance celebrates its 25th anniversary

The Star Alliance network is celebrating its 25th anniversary. The network was established in 1997 and says that since its inception it has offered the largest and most comprehensive carrier network – with a focus on improving customer experience across the alliance journey.

The alliance’s members include United, Aegean Airlines, Air Canada, Air New Zealand, ANA, Brussels Airlines, Croatia Airlines, Ethiopian Airlines, EVA Air, Lufthansa and more.

Jeffrey Goh, CEO of Star Alliance, said: “We reflect on the successes of Star Alliance in uniting the leading global airlines with an eye firmly focused on a future where the customer continues to be at the heart of our work and our global network. I am very excited for the innovations led by Star Alliance and our member carriers as we aim to be the most digitally advanced airline alliance offering seamless travel experiences with a unique loyalty proposition. This year we look forward to further developments in seamless connectivity – such as new digital and mobile innovations – and exciting industry-first offers that loyal customers of our member carriers will welcome.”

To coincide with the anniversary milestone, the alliance and its member carriers will release exciting campaigns and customer innovations under the new brand tagline: “Together. Better. Connected.” The alliance says its new brand tagline captures the intent of fostering better human connections through the Star Alliance global network coupled with digital seamless connectivity.