Major airline alliance networks oneworld, Star Alliance and Skyteam could face further competition from the launch of a new initiative, Etihad Airways Partners, forged with its namesake leading the charge to bring together “likeminded airlines” for the betterment of customers worldwide.

Six carriers have initially signed up and include airberlin, Air Serbia, Air Seychelles, India’s Jet Airways, Darwin Airline and Etihad Airways, however, any airline can join even if already part of an existing alliance, as in the case of airberlin which a member of oneworld.

Despite a surge of interest that Etihad Partners could be construed as a gateway into creating a new worldwide alliance network, a spokesperson for the airline has stated it is "not similar" to traditional alliances.

"It would be wrong to describe Etihad Airways Partners as similar to the traditional alliances. We are a grouping of like-minded airlines working together to improve our competitive offer against those alliances and the major legacy carriers. However, the depth of our relationships allow us to go further than the long-established global alliances, from greater network alignment which maximises flight connectivity to shared centres of excellence in cabin interior design, catering, IFE and customer service," according to a statement released by the airline.

Etihad claims the purpose of the new Partners brand is to provide customers more choice through improved networks and enhanced frequent flyer benefits, which Etihad Airways Partners is expecting to simplify. 

“We are broadening our business model to articulate and define a partner proposition for like-minded airlines which will result in synergies and efficiencies for participating airlines on the one side, and enhanced network choice, service and frequent flyer benefits for the consumer on the other,” Etihad Airways, president and ceo, James Hogan said.

The frequent flyer program will be designed to include a standardised mileage and tier benefit across the board, with no blackout periods or priority services applicable.

“Frequent flyers will benefit from the formation of Etihad Airways Partners as it will remove the complexity and confusion that exists within the global alliances. We’re aiming to deliver a consistent experience for frequent flyers when they travel, as well as a consistent framework for earning and using their miles,” Hogan said.

Hogan claims the Etihad Airways Partners is fundamentally different to existing legacy airline alliances because it offered benefits beyond commercial cooperation.

“The potential for network alignment to maximise flight connectivity for passengers, together with a shared passion for superior service, are central to the ethos of the Etihad Airways Partner concept,” Hogan said.

Etihad Airways Partners will also have access to economies of scale and operational synergies such as centres of excellence, shared sales teams in certain destinations, joint procurement of services and supplies, and shared pilot and cabin crew training at the Etihad Airways facilities in Abu Dhabi, the airline said.

 “The Etihad Airways Partners logo is a seal of excellence and global cooperation. It will be displayed on aircraft and on branded materials by a group of airlines working together to connect travellers around the world, and increasingly to harmonise standards in the air and on the ground,” Hogan said.