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Photo: Star Alliance

Star Alliance improves digital inter-usability

The alliance creates a digital services platform for customers using more than one member airline.

Star Alliance is enhancing the digital and mobile services offered to customers travelling across the 28 airline member Star Alliance network, including SAS, launching a Digital Services Platform as the first step.

The platform is being developed and implemented together with global professional services company Accenture as part of the alliance’s strategy to “further improve the customer journey”.

It can gather data provided by a member airline or third-party source and make it available to all of the members, enabling them to build it into their own customer-facing digital applications.

Longer-term, the aim is to allow travellers and customers to use any of the member airlines’ websites or apps to obtain all the information they need to travel on several Star carriers.

“The most frequent travellers have a ‘home airline’ in our network and would prefer to control their entire travel experience through a single app or website,” explains Star Alliance CEO Jeffrey Goh.

“We are therefore working to create central capabilities that can be shared for use by our individual members.”

Pan-alliance data
Once a service offer is available from the platform, member airlines can decide individually if and when they make it available to customers.

For instance, a seat selection feature launched on February 2 now allows a United Airlines customer to select a seat on a Singapore Airlines flight booked via the United website or app.

As a result, the customer travelling on fare types that include complimentary advance seat selection can choose a specific seat at the time of reservation for the entire journey on United Airlines and Singapore Airlines, rather than only at check-in.

The feature will be made available across the alliance progressively. Lufthansa is using the platform technology to provide baggage tracking information to its customers on journeys that include flights on other Star Alliance airlines.

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