Wings Magazine

Star Alliance celebrates its 15th anniversary

May 15, 2012, Frankfurt, Ger. - 15 years ago today an event took place which would forever change the landscape of commercial aviation. Five forward looking and like-minded CEOs took the bold decision to create the first ever multilateral airline alliance, the Star Alliance network.

May 15, 2012  By Carey Fredericks

Founding carriers Air Canada, Lufthansa, Scandinavian Airlines, THAI and United all realised that with growing globalisation, the need for more international travel to a wider range of destinations would become increasingly important. As no airline on its own would be able to achieve this, these five airlines established the Star Alliance network with the aim of becoming the "Leading global airline alliance for the high value international traveller".

In 15 years the Alliance has grown from five airlines offering a combined total of 6,000 daily flights to 578 airports in 106 countries to a network of 25 airlines carrying more than 600 million passengers on 20,500 daily flights to 1,293 airports in 190 countries. To paraphrase the CEO of one of our member carriers: "IfStar Alliance doesn't fly there, you probably don't want to go".

This growth has been achieved by a combination of adding airlines to the Alliance and by providing customer benefits which on a global scale an airline cannot offer on its own. Examples are through-checkin, mileage accrual and redemption, Star Alliance Gold and Silver benefits and Alliance wide fare products.

Below please find the elements of the 15th Anniversary Campaign:


Thank You for 15 years of loyalty
As part of its 15th Anniversary, Star Alliance is thanking its customers for their loyalty. This theme is being promoted through various channels, such, Facebook, twitter as well as member carrier customer and in-flight magazines. In keeping with the tradition of featuring a personality in its advertising, the Alliance has selected its own CEO, Mark Schwab, who conveys the thank you message: "On behalf of all our Member Airlines, who are committed to working hard for you, now and in the future, I'd like to say thank you. You've earned it."

CEO Customer Forum on Facebook
In line with its growing presence in social media, Star Alliance will for the first time ever hold a live customer forum on Facebook. As part of the CEO thank you message, Mark Schwab will be responding to customers' feedback, comments and suggestions on the Star Alliance Facebook page. This will be hosted from the Star Alliance head office in Frankfurt and he will be available on on May 14th, 2012 from 10.00 – 11.00 and 18.00 – 19.00 local time Germany (08.00 – 09.00 GMT and 16.00-17.00 GMT).

Star Alliance 15th Anniversary Frequent Flyer Bonus (FFP) Promotion
In order to reward all our frequent travellers for their loyalty, all Star Alliance member carrier FFPs are offering their most active frequent travellers a bonus of 15,000 miles/points* . This will be awarded to the 15 FFP members registered in each programme who travel on the most Star Alliance airlines between now and 14 November. For exact details, please refer to the individual FFPs via the following link:
* or equivalent value in the respective FFP

Star Alliance 15th Anniversary Competition
Star Alliance is also rewarding customers with a selection of "once in a lifetime" trips. In a web based competition participants have to find an aircraft which is hidden somewhere on the Star Alliance network. The lucky winner and 14 friends can jet off to one of 27 global festivals. Further prizes include a Business Class Round the World ticket for two and 15 further round-trip air tickets to enjoy one of the 27 global festivals on offer. Further details can be found

15th Anniversary Round the World Promotion
As part of a special promotion, the Star Alliance network will be offering a 15 per cent discount on the Round the World (RTW) fares in Economy Class. This applies to the base fare of all RTW Economy Class tickets sold between May 15th and May 29th, 2012. All applicable taxes, fees and surcharges will not be discounted. Full details are available at

Celebrations in Star Alliance branded lounges

Passengers using the Star Alliance branded lounges at the following airports: Cairo, London – Heathrow Terminal 1, Los Angeles – Tom Bradley International Terminal, Nagoya and Paris – Charles de Gaulle Terminal 1, on May 14th, 2012 will receive a small gift. In addition, the lounges will also be providing special cakes and other local celebratory items.


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