Another Asian airline mulls joining the Oneworld alliance

Starlux’ First Class on the A350 (Source)

The Oneworld aviation alliance is currently experiencing significant momentum, with several airlines aiming for full membership soon. Another airline has now expressed interest in joining Oneworld. This move is logical, but the hurdles are substantial.

After a trial phase as a Connect member, the alliance welcomed Fiji Airways as its 15th full member. A year earlier, Oman Air announced its intention to join the alliance. The latest candidate being considered is Hawaiian Airlines.

Now, another airline has stepped forward. Media in Taiwan report that Starlux Airlines announced at an investor meeting its intention to seek membership in the Oneworld Alliance.

Starlux Airlines, a burgeoning Taiwanese airline, began operations in 2020. It offers luxurious services and modern amenities, providing passengers with top-notch comfort. Its fleet includes state-of-the-art aircraft like the Airbus A321neo, A330neo, and the Airbus A350 XWB. Starlux has quickly made a name for itself and aims to become one of Asia's leading premium airlines. However, it currently does not operate flights to Europe.

Why Oneworld?

Why has Starlux decided to apply for Oneworld membership? This decision makes sense. In Taiwan, there are two other major airlines: EVA Air and China Airlines. China Airlines is part of the SkyTeam alliance, and EVA Air belongs to Star Alliance. Both airlines would likely not want to partner with a competitor. Thus, Oneworld remains the only option among the major alliances.

Starlux taking off… (Source)

What Are the Challenges?

Starlux's membership could face several challenges. While every alliance welcomes growth, Cathay Pacific, a founding member of Oneworld, is based in Hong Kong, not far from Starlux's headquarters. Both airlines compete for similar passengers. Cathay Pacific might not favor Starlux's entry and has veto power as a founding member.

The blog OMAAT introduces another factor: the "China Southern" scenario. American Airlines invested in China Southern, which then left SkyTeam but did not join Oneworld. OMAAT speculates that proximity to Hong Kong might have influenced this decision as well.

Until these concerns are resolved, Starlux Airlines remains relatively isolated on the global airline stage, with Alaska Airlines as its only partner.

Conclusion

The larger the alliance and the more globally spread the airlines, the more frequent flyers benefit. However, it's also important to have the right airlines in strategic regions. I’ve never felt the need to fly with Royal Air Maroc, and Fiji, the previous Connect partner, is too far for me.

Starlux is not yet large and does not offer flights to Europe. Therefore, the likelihood of using this airline as a Oneworld partner is currently low. However, the airline offers an exciting product and could grow significantly in the coming years. I would welcome its entry into Oneworld and hope Cathay Pacific does not impose significant obstacles.

This article was first published on frankfurtflyer.de (in German)