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Taking place in less than two weeks (November 9-10, 2022), this year’s FTE APEX Asia Expo will be the first event for Star Alliance to participate as a headline partner. Ahead of the event, FTE told Star Alliance CEO Jeffrey Goh that the group’s “multi-dimensional strategy to improve the customer experience”, Singapore’s new “Center of Excellence” and the expansion of Star Alliance’s biometrics , and why we talked about the industry. Executive he should attend FTE APEX Asia Expo.
Future Travel Experience (FTE): What is your assessment of how passenger demand is performing for international business and leisure travel?
Jeffrey Goh (JG): In general, after the deepest and darkest crisis for aviation, the recovery has been excellent. The industry as a whole looks very different than it did in 2019 when considering international and domestic travel. We will probably end 2022 at around 75% of our 2019 numbers. However, different geographic markets will recover at different paces. Likewise for business and leisure travel. Demand for business travel is still tentative, but promising. Leisure travel, on the other hand, outperformed initial forecasts.
FTE: Star Alliance celebrates 25th anniversaryth This year’s anniversary marks a new brand tagline, “Together.Together.Together. Better. Connected.” – a commitment to further develop seamless connectivity. What new digital and mobile innovations are being implemented as part of this new focus?
JG: After 25 years, we felt it was time to update our tagline to more accurately reflect the Alliance’s strategy of providing seamless travel experiences across our global network. It’s seamless both in terms of the airport experience and digitally. We have been committed to gradually phasing in the ability to seamlessly access our member airlines’ digital services through our customers’ channels of choice. For example, seat selection on multiple airline itineraries.
FTE: Star Alliance is dedicated to a “multi-dimensional strategy to improve the customer experience”. What is being done across the Star Alliance network around the key pillars of ‘digitalization of travel’ and ‘industry-first innovation’?
JG: Innovation is in the Star Alliance DNA. We are constantly looking for new travel solutions with our member airlines and partners to address a seamless experience at the intersection of your multi-airline journeys.
Star Alliance opens ‘Center of Excellence’ in Singapore
FTE: Star Alliance has opened a ‘Center of Excellence’ in Singapore. Why is this an important step towards his post-COVID recovery and what role will it play in “future-proofing the Alliance”?
JG: Our member airlines, in the midst of an existential crisis, were staring at their navels and predicting the future, so we weren’t immune either. It was essential to ask ourselves if business was still an option. Don’t let the crisis go to waste. The Board concluded that the renewal was an important step to future-proof the Star Alliance and that Singapore provided the environment for it.
FTE: Why was Singapore selected as the second Star Alliance ‘Center of Excellence’ after Frankfurt? What makes Singapore such an important market for Star Alliance?
JG: We have examined a comprehensive list of criteria including key global indicators for innovation, competitiveness and ease of doing business.
FTE: How will Star Alliance’s ‘Center of Excellence’ complement and expand on the innovation hub initiatives established in Singapore by member airlines Lufthansa and Singapore Airlines?
JG: We are always looking for ways to work with the innovation hubs of our member airlines around the world, not just in Singapore for Lufthansa and Singapore Airlines. Innovation knows no geographic boundaries.
FTE: As Star Alliance advances its digital customer experience strategy, what are the major projects currently being undertaken by the ‘Center of Excellence’?
JG: In the years immediately preceding the COVID-19 crisis, we have undertaken a number of digital and automated initiatives, among others, to provide our customers with the ability to redeem miles online across the Alliance. While the COVID-19 era did not bring operations to a complete halt, adjustments were necessary as we moved forward with our strategy of digitization and automation. Our biometrics and digital connectivity solutions, as well as the ability for our customers to select seats and track their luggage on multiple airline itineraries, help us get out of the crisis.
FTE: Launched in 2020, Star Alliance Biometrics is now available at four major airports: Frankfurt, Munich and Vienna, with Hamburg added in April 2022. Also, are there any plans to expand Star Alliance Biometrics to more member airlines and partner airports outside of Europe?
JG: The product was launched in the midst of the worst crisis for the aviation industry. The first indication is that it provides a positive customer experience and process efficiency. It’s all about providing an efficient and convenient customer experience, from passing inspection to purchasing duty-free goods. All without boarding pass. We are working with member airlines and many interested hub airports within the Star Alliance network to deploy our biometrics products.
FTE: How successful is the Star Alliance Digital Connectivity service at London Heathrow Airport, and are there plans to expand this further across the Star Alliance network?
JG: Similarly, the product was introduced at London Heathrow Airport in November 2020 (during the COVID-19 crisis) with Singapore Airlines as the launch airline. The product has worked well for the few customers who have used it. However, we are working with many airports in our network and will soon announce the next airports to adopt digital connectivity services.
FTE: Star Alliance weathered one of the industry’s toughest times with a focus on delivering seamless travel despite the ever-changing environment. What do you feel passengers really want now after the pandemic, and how are passenger trends changing?
JG: in our 20sth On our anniversary, our strategy deliberately pivoted to make the customer journey better. It was mobile because he recognized a new standard of expectations for customers who expect mobile first, always connected, and on-demand information and services at their fingertips. So joining that new world was essential. During COVID-19, we have grown accustomed to digital applications and experiences. It’s no surprise that customers continue to demand efficient and seamless digital services that enhance their experience and engagement.
Work together to remove friction from the customer journey
FTE: How do you see airlines, airports and their partners working together more effectively to improve customer journeys, enhance operations, reduce costs and increase revenue?
JG: Now more than ever, stakeholders in the aviation ecosystem must work together to remove friction from the customer journey and deliver a safe, seamless and efficient experience. This includes removing obsolete and technology-enhanced processes, introducing useful features, providing instant communications, and service recovery procedures.
FTE: You’ve been leading the Star Alliance for 20 yearsth up to 25th He has driven the digitization and automation of Star Alliance customer products and services and recently announced that he would step down from his role as CEO at the end of the year. What achievements are you most proud of during your tenure, and how important will his continued digital transformation and seamless connectivity across the aviation network be in the future?
JG: Very important. As a global airline alliance transporting over 700 million customers each year (pre-COVID), many of which span multiple airline itineraries, the alliance says it will ensure seamlessness at the intersection of customer journeys. We will continue to focus on suggestions. physical and digital experiences. In the years leading up to the COVID-19 crisis, we are proud to have set out to develop and implement our digitization and automation strategy, while ensuring the strength of our global network. We have provided convenience to our customers in our loyalty spaces and airport experiences, and in enhancing our network through our connecting and intermodal partner models. Continuing recognition as a leading global airline alliance by international awards organizations.
FTE: Looking ahead, do you see emerging trends like the Metaverse as a threat or an opportunity for travel?
JG: One constant in the aviation industry is innovation and disruption. they need to be accepted. Like the COVID-19 crisis, metaverses and video conferencing that enable remote work should be embraced as an opportunity.
FTE: This year’s FTE APEX Asia Expo will feature Star Alliance as a headline partner for the first time. What is the Star Alliance team most excited about about the show, and what words of encouragement do you have for why industry executives should attend?
JG: We look forward to participating in major industry events that bring together stakeholders and partners from across the aviation ecosystem and contributing to the event’s thought leadership opportunities.
FTE: Finally, what do you think Star Alliance will look like in the next 10 years and what are your hopes for the future of the space? What technologies are you most excited about?
JG: Star Alliance continues to lead as the most digitally advanced global airline alliance, offering a seamless experience with loyalty propositions others speak for.
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