Ties That Bind
There's nothing monogamous about airline alliances. They're forever looking to saddle up with bigger, more powerful suitors as they look to one-up the competition and assume the top place on the aviation podium.
But as airlines become increasingly selective of who to bunk up with, the rest of us are left scratching our heads at the airport, wondering why we're boarding a Delta flight when we booked a Virgin ticket.
Clearing the air
A brief introduction to airline jargon should make things more intelligible at least. Firstly, codesharing is a common practice where airlines jointly market each other's flights so they can sell tickets on a broader network at no cost. Then there's global airline alliances, which allow member airlines to codeshare across a much larger network with the additional leverage power of points and perks for customers.
Many people are familiar with the Star Alliance network, which has the most airline partners on its books. Oneworld is second in line with partners including Qantas and British Airways, and then there's Skyteam with perhaps lesser-known carriers like Delta and Aerolineas Argentinas.
The past 12 months have been busy for the alliance trio, with 12 airlines joining their ranks in 2012. But not all carriers are so inclined, with some of the major players like Virgin and Etihad opting out of the networks to forge partnerships with selected airlines instead.
Preferring to invest more energy into strategic relationships, Emirates president Tim Clark branded alliances a "product of late eighties thinking in an aviation world that bears little resemblance to today. As such they are anachronisms." And it seems the trend is catching on, with a number of airlines now partnering with carriers outside of their alliances in a bid for new business.
Coming to a sky near you
Qantas has been in the thick of the action of late, inking a five year partnership with Emirates last year as it looks to revive its flagging international operations. The deal will see Qantas shift its hub for European flights from Singapore to Dubai and dramatically boost the number of connections in Europe. But it will also spell the end to Qantas's 17 year venture with British Airways, which has been given the flick in favour of its Middle Eastern rival.
But the Flying Kangaroo is not the lone ranger in the partnership shuffle. Air New Zealand is also forging a new deal with Cathay Pacific on routes to Hong Kong; Etihad has struck up a commercial alliance with Air Berlin; and Virgin Australia has bought 60% of Tiger Airways and recently stumped up $99 million on a takeover of regional carrier Skywest.
Getting down to brass tacks
It's tough trying to keep tabs on which airlines have partnered up, but the knock on effects are relatively limited for passengers.
In terms of connections, airlines which turn their back on global alliances make up for it by forging stronger bonds with other airlines. Take Virgin Australia for example. While the airline is reticent to join a global alliance, it has struck up codeshare deals with seven other airlines and partnerships with several others to boost its network to over 400 international destinations.
The major decision for consumers comes down to the individual loyalty schemes. While customers can earn and burn miles on codeshare airlines, they can do the same on a much greater scale as a global alliance member. For instance, Star Alliance has 27 member airlines covering 21,900 daily departures, meaning the options for customers to accrue and utilise points extends much further. There's also over 1000 lounges dotted across the globe, meaning customers can enjoy seamless travel, comfort between flights and baggage claim – all on a single ticket.
Flying high
Rather than trying to join all the dots, the best bet for consumers is to check the individual airline partners before taking off. That way, you can select your preferred carriers ahead of time without running into any nasty surprises at the boarding gate.
If you're tossing up the idea of joining an airline's loyalty program, check out which of them best suits your travel needs. If the airline is part of a global alliance, it will help you clock up points faster if you're covering lots of miles, but there's not much point if you fly regularly with carriers that aren't members.
Ultimately, the days when the name on the tailplane was also the airline you were boarding are long gone, but who's complaining when you look at the rewards.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
Latest News
Booking.com launches AI Trip Planner in Australia and New Zealand
Booking.com has announced its AI Trip Planner (Beta) is now available for travellers in Australia and New Zealand, the first markets to launch in Asia Pacific. Until now, AI Trip Planner was only available for US and UK travellers after it was launched in the Booking.com app in June last year. Built using Booking.com’s existing […]
Voyages celebrates 40 years at Uluru with two new immersive experiences
No plans for celebrating your 40th this year? Here's a hot tip from us.
SkyDeck: The inflight entertainment you could never have imagined
Forget those external cameras you can live stream while in the air... With SkyDeck you can check it out for yourself.
Second Boeing whistleblower dies of ‘mystery infection’
Joshua Dean died from a fast-growing mystery infection on Tuesday.
Aussie winners of American Airlines ‘Sell Your Way to the USA’ announced
Show me the money! For the winners, Sell Your Way to the USA was worth getting involved in.
ANZCRO celebrates 30th with special edition of iconic New Zealand Book
Choice bro! ANZCRO celebrates its 30th with a special edition of its iconic New Zealand Book. Chur!
Room to move at Cairns Harbourside Hotel with ‘spacious’ new family package
Moody teens can eat two-minute noodles while younger brothers and sisters get to eat free with mum and dad. Win, win!
A&K unveils lavish around the world wildlife adventure in private jet
The kind of holiday that if you need to ask the cost, you probably can't afford it.
Flight Centre and Reforest hit one million trees target early
Nice one Flight Centre, we think you've earned an early Friday knockoff.
New cruise options spearhead stacked APT 2025 program
Just in case you thought you were running out of cruise itineraries, APT's here with a fresh batch.
Travel Weekly announces a new team to helm Australia’s No.1 travel trade title
Some shameless self-promotion from us, but we thought you needed to know who's bringing you the news.
IHG reveals plans for Brisbane’s first Kimpton in 2028
Just another reason to book that trip to Brisvegas. But don't jump the gun, it's not open until 2028.
Cruiseabout’s first store in five years opens in Perth
Perth gets a break from being behind the rest of the country with the addition of the first Cruiseabout store.
ATAS complaints process acknowledges non-economic loss
A High Court case win over 'disappointment and distress' on a cruise gone wrong prompts ATIA complaints change.
Cunard previews new Queen Anne
Yep, this one does exactly what it says on the tin.
Bunnik Tours unveils latest expansion to Iceland
Just as the Icelandic vikings did many years ago, Bunnik is expanding into new territories.
Australia’s first glamping retreat turns 25
25th anniversary gifts usually come in silver. Ours comes in the way of a news story.
Embrace the journey: Traversing the world with the Shokz OpenRun
If you’ve been on the wrong side of a final call in the airport, or missed the stop on rail journey, it might be time to invest in a pair of Shokz OpenRun headphones. Originally marketed as headphones for fitness fanatics, runners or cyclists with a keen to steer clear of a prang with a car, […]
Tourism Western Australia MD Carolyn Turnbull departs
Turnbull hints her new role will see her staying in the tourism and hospitality industry and who can blame her?
DriveAway launches Brit-Euro Blitz campaign
If agents can put the foot down quick enough and get involved, there are some great prizes to be won.
Fly and Stay Free with the Great Southern
Unlike those dodgy scam phone calls you're getting more and more of, there's no strings attached to this deal.
Sober travel and TikTok guide Australian Gen Z trips
Can you call it a sober holiday if you enjoy a few glasses of red on the flight? We think yes.
Travel DAZE Exec Agenda REVEALED: top execs to speak on airline competition
As the industry reels from Bonza's implosion, it is more important than ever to ask the big questions.
TTC: Deals are driving up demand for September trips
The latest market research from TTC Tour Brands shows interest in international leisure travel remains high for 2024, with 77 per cent of Australians over 18 still planning trips this year. Notably, 28 per cent of those travellers are eyeing September for their journeys. Europe continues to be the most popular destination, with 68 per […]
Skroo says Rex will need deep pockets to fill lost Bonza slots
The door is open for Rex, and anyone else who wants to launch a regional Aussie airline...
Sno’n’Ski Holidays unveils 2025 mega famil to Colorado!
Let the games begin - this is certainly not a famil that you will want to miss!
Walk Japan launches Kyoto: Mountains to the sea walking tour
There are two types of people, one who enjoys walking on holiday and another who enjoys sipping Mojitos by the pool.
Which destination had a 48% boost in bookings following 10 MILLION TikTok views?
Here's a clue: it's not Malabar Beach.
Asher Telford appointed General Manager of SeaLink Whitsundays
Telford has plenty of reasons to smile after SeaLink doubles down and makes him GM after buying his tourism operation.
Qantas ‘working urgently’ to fix app data leak
Qantas is looking into customer reports that passengers have this morning been able to access other passengers’ personal information on the airlines app. X user Lachlan posted that he was able log into different accounts every time he opened the app. My @Qantas app logs me in to a different person each time I open […]
Hilton Expands Presence in North Queensland with the signing of Hilton Garden Inn Townsville
Heading to a North Queensland Cowboys clash? Hilton Garden Inn Townsville is set to open, but not until 2026.
Rail Europe ANZ: making dream journeys come true
Rail Europe's running a lottery! You're not going to win millions, but you might just snag a free holiday.
UPDATE: Bonza hole deepens as administrators investigate financial affairs
Administrators dig deeper as struggling airline unlikely to be revived.
Revamped Wailoaloa Beach hotel opens as Crowne Plaza Fiji Nadi Bay Resort & Spa
Crowne Plaza Fiji Nadi Bay Resort & Spa is open and ready for bookings after the first phase of a multi-million-dollar transformation. Part of IHG Hotels & Resorts’ premium collection, the transformation has seen the completion of 106 guestrooms showcasing contemporary interiors reflective of the premium Crowne Plaza brand and is a first for the […]
Nielsen Data reveals brands spending big to attract Aussie tourists
Trip A Deal, Virgin and Ignite Travel walk into a bar, blow their cash on travel advertising instead of the pokies.
Kamalaya Koh Samui clinches clutch of wellness awards
Kamalaya Wellness Sanctuary & Holistic Spa has so far clinched five prestigious awards in 2024, including being inducted into the ‘Hall of Fame’ at the World Spa & Wellness Awards in London. Founders of the Koh Samui sanctuary and spa John and Karina Stewart expressed their heartfelt gratitude for the awards. “We are profoundly honoured […]