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GLOBAL ALLIANCES CASE STUDY


LUFTHANSA estimates its membership of the eight-carrier Star Alliance will add $250m a year to its balance sheet through a mixture of cost savings and increased revenue.



A spokesman for the German airline said the two-year-old alliance had already led to a rise in revenue for its members, although they have yet to achieve significant savings.



“It is obvious that over a period of time we will make savings through such things as joint purchasing and marketing,” said the spokesman.



“We will also co-operate on a number of other projects, and in particular we can see an opportunity for us to move our airport operations together.”



One of the carriers’ first initiatives will be to move all their services into the same terminals at airports around the world.



“This will bring benefits for both airlines and passengers, who will be able to transfer more easily between the different services of the carriers involved,” said the spokesman.



Lufthansa’s membership of the Star Alliance has more than trebled the number of destinations it is able to offer from just over 200 to more than 720 worldwide.



Already Lufthansa and its partners offer their premium passengers access to each others’ airport lounges, and they allow customers to earn and redeem points across all their frequent flyer schemes.



“We are working on additional customer benefits which we will be rolling out shortly,” added the Lufthansa spokesman.



The airline claimed global alliances are good news for agents, making it easier to put together complicated international itineraries involving different carriers. Agents need to make only one booking and issue one ticket, regardless of how many airlines are involved. “Global alliances provide a one-stop shop for agents. The booking is faster and easier for them,” said the spokesman.



He denied that such agreements put carriers in a stronger bargaining position with agents, making it easier for commission to be reduced. American Airlines, however, has just followed its partner British Airways in cutting rates from 9% to 7% for UK agents.



“There are areas where the law prevents carriers from working together, including fares and commissions,” he said. “Commission levels are the responsibility of the individual carriers and are dictated by the market.”


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