Following the recent introduction of its booking engine, 'Book and Fly', Star Alliance has changed its website from an informational site into a booking...

Following the recent introduction of its booking engine, ‘Book and Fly’, Star Alliance has changed its website from an informational site into a booking site.

The new www.staralliance.com is now functioning. Its look and feel are the most obvious changes, the Frankfurt, Germany-headquartered alliance says.


“The introduction of the ‘Book and Fly’ functionality called for a redesign of our online presence, as our website has now enabled customers to actually book and purchase tickets, rather than just obtain information,” says Christopher Korenke, vice president commercial at Star Alliance. “At the same time, we used this opportunity to incorporate some of the technological advances which have become available over the last few years.”

A more personalised touch in the interactive area is one of the main additions to the look and feel of the site, with several bona fide customers greeting the users and also proposing areas where the user can navigate to next.

Hyperlinks to the sites of the individual Star Alliance member carriers have also been modified. Instead of being statically displayed, the member airline logos are now found in a rolling display on the right hand side of screen. By clicking on any logo more information about that member carrier will become visible. This new format will allow an easy addition of future-member-carrier logos, says Star Alliance.

Star says the site will continue to be available in nine languages ― Chinese (simplified and traditional), English, French, German, Japanese, Korean, Portuguese and Spanish.

Spanair is one of 21 full Star Alliance members as of September 2009. Star also has three regional members, which soon could become full members, as well as an additional five airlines set to join the alliance within the next year. AS a result Star's membership is likely to be as many as 29 airlines by summer 2010

Spanair is one of 21 full Star Alliance members as of September 2009. Star also has three regional members, which soon could become full members, as well as an additional five airlines set to join the alliance within the next year. As a result Star's membership is likely to be as many as 29 airlines by summer 2010

Site navigation has been more clearly defined and is split into several categories: About, Benefits, Fares, Booking, Services, Business Solutions and Press. These sections encompass general information on the alliance and its member carriers, as well as details on customer facilities such as Frequent Flyer Programs and Lounges.

Information on business-to-business products such as Corporate Plus, Company Plus, Conventions Plus and the recently launched Meetings Plus are also available. Details on the 13 different fare products offered by the Star Alliance network can also be found. Under “Book and Fly” customers can plan, book and buy a Star Alliance Round the World ticket, while the fare Products Calculator allows customers to plan their journeys using any of the Star Alliance Circle Fares or Airpasses.

Links to member-carrier booking engines are also included. Additionally, information on destinations, visas and health requirements, is available, as is up-to-date flight and baggage tracing information.

Star’s latest site redesign is part of what the alliance says is a continuing transformation of its online presence. Its original website, launched in 1997, was largely a static informational site. Over the years, the site has been upgraded with various interactive functionalities and tools aimed at providing information to the global traveler.

The Star Alliance network was established in 1997 as the first truly global airline alliance. The members are Air Canada; Air China; Air New Zealand; Japan’s ANA; South Korea’s Asiana Airlines; Austrian Airlines; Britain’s BMI; Egyptair; LOT Polish Airlines; Lufthansa; Scandinavian Airlines; Shanghai Airlines; Singapore Airlines; South African Airways; Spain’s Spanair; Swiss International; TAP Portugal; Turkish Airlines; Thai International; United Airlines; and US Airways.

Regional member carriers Adria Airways of Slovenia, Finland’s Blue1 and Croatia Airlines enhance the global network. Star CEO Jaan Albrecht announced in June it was highly likely that the evolving governance of Star Alliance would see these regional members becoming fully fledged members in their own right.

Greek carrier Aegean Airlines, Air India, Brussels Airlines, Continental Airlines and Brazil’s TAM have been announced as future members. Continental Airlines, the world’s fifth-largest airline, joins the alliance on October 27 to become the largest carrier to join Star since it was originally founded by a handful of large carriers that included Lufthansa, United and Air Canada.

Today, the Star Alliance network offers 17,000 daily flights to 916 destinations in 160 countries and the network will grow to well beyond 20,000 daily flights and 1,000 destinations when all the known future members are inducted into the alliance.