- Elgar original reference
Edited by Larry Dwyer and Peter Forsyth
Chapter 9: Airline Alliances and Tourism
9 Airline alliances and tourism Clive L. Morley Importance of airline alliances Alliances among international airlines, involving high levels of cooperation and coordination of services and operations, have become a prominent feature of the airline industry in recent times. The trend started with alliances between European and North American airlines, extending to Asian airlines and subsequently to include African and Latin American airlines. Figure 9.1 shows the growth trend in the number of alliances and the number of airlines involved in alliances. These trends are continuing: for example, Air China is considering joining one of the major alliances (Xinhua News Agency 2003) and US Airways is joining Star Alliance. Most of the alliances take the form of code sharing of services by two airlines, in which one airline agrees to buy a block of seats on a ﬂight service of another airline and then sells these seats under its own brand (the ﬂight typically appears with both airlines’ codes). But some involve greater degrees of cooperation such as recognition of each other’s frequent ﬂyer schemes, sharing of lounges and terminals, joint marketing and integration of booking systems. Alliances can include a degree of equity ownership (for example, British Airways part ownership of Qantas, both members of the Oneworld alliance), but usually do not. Indeed, equity positions do not necessarily translate into common alliance membership (for example, Singapore Airlines has a 49 per cent stake in Virgin Atlantic, but while Singapore Airlines is a member of Star Alliance, Virgin Atlantic remains...
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