Launched in 1997, Star Alliance now consists of 25 member airlines operating across all six continents. But how are executives at the top directing a strategy to drive progress and consistency across the alliance?
Renato Ramos, VP Corporate Strategy at Star Alliance, shared his behind-the-scenes insights in an exclusive interview at World Aviation Festival 2025. Seamless digital integration and an unparalleled global reach are what he thinks makes the alliance stand out. Ramos believes it is essential to drive greater consistency for customers, whether they’re flying with Singapore Airlines, TAP Air Portugal, or transiting from Lufthansa to EVA Air.
We defined more than 50 standards for the alliance that are written and audited, and all carriers have to comply with. So that’s one of the ways to maintain a single value proposition. Our role as an alliance is to provide information to the carriers from a central position so they can make this seamless journey for the customers.
Star Alliance’s next evolution will be dictated by AI, ‘with a personal touch’. Ramos sees potential for tech to upgrade the alliance’s loyalty offering, making it easier for customers to consolidate points from different airlines. This is especially critical given that the number of redemption possibilities is one of Star Alliance’s greatest assets.
The alliance opens doors for customers. They can reach a gigantic network, and we also have more than 1,000 lounges that we can offer free access to gold customers.
In the future, Ramos is keen to invest in further consolidation across member airlines to deliver a consistent and personalised experience across the network.
We need to understand the usual behaviours of a customer with their preferred carrier and deliver that in the second carrier as well.
🎥 Watch the interview to get Renato Ramos’s full thoughts on the evolution of Star Alliance.
Questions asked include:
- What sort of plans do you have in place to improve customer experience across the alliance?
- What do you see as key to airlines retaining a competitive edge over the coming years?
- How can legacy carriers keep customers loyal against a competitive LCC landscape?
- How are airline alliances evolving? What can we expect to see change in the years ahead?
Star Alliance are the Official Alliance Partner of Aviation Festival Asia 2026. Join us to network with senior speakers from across the alliance’s leadership and member airlines.
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