After years of claiming to be biggest, best and different from the rest, airlines are suddenly informing us that their bitter rivals have become their best friends and can offer an identical service to theirs.
Signing up to a global alliance such as Oneworld or the Star Alliance undoubtedly has its benefits for the member carriers. A bigger route network, joint sales and marketing opportunities and reduced distribution costs are just some of the incentives. But what’s in it for the customer and can the airlines really live up to their claims of a seamless and consistent service?
I put this to the test on a three-month round-the-world itinerary flying with airline members of the Oneworld alliance. There’s a comforting sense of continuity about flying with one group. Instead of the hassle of booking separate flights with a bewildering choice of different airlines, Oneworld offers me easy connections with my round-the-world ticket. But there is little consistency of service between the different airlines: in fact there’s a world of difference.
Each member of the Oneworld alliance has its strengths and weaknesses – Cathay Pacific’s economy and business-class service outshines the rest; Qantas’ friendly cabin crew ensure a welcome; and American Airlines is efficient and on time. It might be more accurate to focus on these differing strengths rather than dwelling on the supposed similarities.
British Airways – London to Cape Town
The smiling clerk at the British Airways’ check-in desk gets my trip off to the right start with his helpful and friendly manner. Once on board the flight to Cape Town, I don’t feel quite so pampered. The BA cabin crew insist they haven’t seen my request for a vegetarian meal and what’s more, there’s none available.
I nibble on a lettuce leaf and try to be grateful. Maybe it’s because I’ve just left the comfy armchairs of home but my British Airways’ economy seat seems small and I feel cramped. But at least the in-flight entertainment is up to scratch and we land on time. My baggage is patiently waiting for me when I reach the baggage carousel at Cape Town Airport – so far so good.
Comair – Cape Town to
Johannesburg
So Johannesburg is one of the most crime-ridden cities in the world? It’s certainly not the most security conscious. Maybe I just don’t have that criminal look, but passport control doesn’t even glance at my passport and there are no security checks.
Our flight is delayed by 20mins, there’s no announcement nor indication of where I should board and the gate officials are so surly that I just want to get out of the airport. In contrast, Comair cabin crew are all smiles and give me a very good welcome.
Cathay Pacific – Johannesburg to Hong Kong
Will Smith just doesn’t sound the same in French or Chinese and unfortunately the English-speaking channel for the in-flight film Wild Wild West is not working.
Otherwise Cathay’s in-flight economy service impresses – not only has Cathay registered my request for a vegetarian meal, it is mentioned to me before take-off.
There’s two vegetarian options and the meal actually tastes good.
Cathay Pacific – Hong Kong
to Sydney
Cathay is the first Oneworld airline to acknowledge my request for lounge access. It’s worth the wait. After hustling, bustling Hong Kong, The Wing – Cathay’s first-class lounge at Chek Lap Kok Airport – is a haven of tranquillity.
I borrow a laptop computer in the library, and relax with a pre-flight drink in one of the lounge’s bars before soaking in my personal relaxation spa. I listen to some calming music and soak away my tension in the deep bath, housed in a private room, complete with shower, toilet, mini-bar and toiletries. Then it’s attentive service in Cathay business class all the way to Sydney.
Qantas – Sydney to Auckland
Qantas seats are roomier than economy seats on other Oneworld partners so far. I can actually relax in my seat, feel comfortable and enjoy the movie. Not feeling cramped makes for a more enjoyable flight
Qantas – Auckland to
Los Angeles
It’s January 1 2000 and the breakdown of the pre-board ticketing machines and an unexplained hour-long delay has done nothing to calm my fears of a mid-air millennium meltdown. There are only four other passengers in business class so perhaps I’m not alone in my anxiety.
However, Qantas’ chatty cabin crew assure me of a cheery New Year’s Day, and rid me of my fears. They seem genuinely friendly and want to talk and help. The personal touch makes all the difference. The crew call me by my name, remember my wine of choice and regularly offer me refreshments. Australian hospitality personified.
American Airlines –
Los Angeles to New York
I decide to leave on an earlier flight than scheduled and am surprised at how easy it is to change my flight, even with an economy-class ticket. American Airlines’ check-in issues a new ticket without delay. Maybe it’s the size of Los Angeles Airport or the number of people on the flight, but the whole American Airlines’ experience smacks of efficiency, but anonymity. It’s bland but effective. We leave on time, land on time, everything works but the service seems to lack the character and style of Cathay Pacific.
British Airways – New York to London
Maybe it’s the home touches after 100 days away from the UK, but British Airways impresses me more than any other of the Oneworld airlines.
The cabin crew are charming and business-class service is luxurious with a number of personal touches. I like the idea of pre-dinner cocktails and being able to ‘raid the larder’ and help myself to a midnight snack at any time after dinner. Not that I need to – I can’t even manage dessert after such a full meal, four courses rounded off by a cosy bedtime cup of hot chocolate and warm cookies.
My blanket is warm and large, there’s a whole array of toiletries in my in-flight cosmetics bag to play with, and a good selection of films to choose from. Despite my initial scepticism, the Well Being channel on the in-flight entertainment system soon relaxes me and lulls me off to sleep. My chair feels like a bed. Before I know it, I’m back at Heathrow.