Will Starlux join the Oneworld alliance?
As the Taiwanese startup spreads its wings, it sees alliance membership as a logical next step.
By David Flynn, November 4 2024
Taiwan’s Starlux Airlines could follow Oman Air, Fiji Airways and Hawaiian Airlines in joining the global Oneworld airline alliance, which this year celebrates its 25th anniversary while charting a new era of growth.
Oman Air and Fiji Airways are now both expected to take a seat at the Oneworld table in 2025, and the US$1.9bn takeover of Hawaiian Airlines by Alaska Airlines could pave the way for the Hawaiian carrier to become Oneworld’s third US member in 2026.
As for Starlux, the airline – founded in 2018 by Taiwanese aviation executive and former EVA Air chairman Chang Kuo-wei, scion of one of the island nation's richest families – has repeatedly indicated its desire to join an alliance.
As first reported by Executive Traveller in August 2021, a senior Starlux executive noted “once we have reached a certain level of growth, we will certainly become a member of an alliance to provide more convenience to our passengers.”
And as to which alliance Starlux would join: with local rivals China Airlines and EVA Air respectively belonging to SkyTeam and Star Alliance, Oneworld is the only option.
Earlier this year, Starlux specifically called out its intention to seek membership of the Oneworld alliance.
One significant hurdle might be how Oneworld founding member Cathay Pacific feels about welcoming Starlux into the alliance.
Starlux is effectively a regional rival to Cathay, which enjoys a solid share of traffic in the busy corridor between Hong Kong and Taiwan – and as one of the five founding members of Oneworld, Cathay also holds an all-powerful veto over any new member.
However, Cathay Pacific has indicated it would not seek directly to block Starlux.
“I would let the Oneworld management team evaluate it,” Cathay Pacific Group CEO Ronald Lam told media – including UK blog Head for Points – on the sidelines of the recent launch of Cathay’s new 777 Aria Suites business class.
“The Oneworld team will make the best recommendation for (the) alliance.” And would Lam and Cathay then accept that recommendation? “Yes,” the CEO affirmed.
Approached for comment, a Oneworld spokesman told Executive Traveller “as always, we do not comment on rumour or speculation, and should there be any further updates to members, an announcement will be shared in due course.”
09 May 2020
Total posts 571
Not sure what Oneworld has been doing but certainly the kind of airlines wanting to join it will change its current image and reputation of limited usability for certain kind of travelers for Asia Pacific region.
I will be interested to see whether Qatar will stay with the alliance given the increasing disconnect with some of the OW member particularly Qantas
03 Mar 2023
Total posts 38
I reckon Qantas is more likely to leave OW than Qatar. Qatar has very close relationships with BA, Finnair and Cathay Pacific. It's actually Qantas that is the outlier in the alliance. Qantas can't even work with Cathay Pacific or JAL.
12 Dec 2012
Total posts 1030
Qantas works quite well with JAL. They are both part owners of Jetstar Japan. They wanted a joint venture but were denied by the ACCC.
Qantas - Qantas Frequent Flyer
25 May 2017
Total posts 77
Starlux joining ONeworld would be an amazing outcome. I have had the pleasure of flying with them on 3 occasions long hall. They are equivalent to SQ and certainly service and hard product are way ahead of QF (although that would not be difficult). I so hope they do join and more importantly expand to AUS.
03 May 2013
Total posts 680
I think this is a good thing. I'd rather Cathay and Starlux in oneworld; having them both would almost certainly mean that there would no longer be a need(or room) for any of the mediocre mainland carriers. I look at the likes on Royal Air Maroc and the mistake that was and hope it's not repeated again with more mediocre airlines in the alliance.
Qantas - Qantas Frequent Flyer
15 Mar 2019
Total posts 5
I recently did an 8-hour flight in economy on Royal Maroc (CMN-DOH) sold as a QR flight - truly abysmal in every aspect
BA Gold
01 Apr 2012
Total posts 197
@XWu. I don't think we will see a shift from OW for QR. For two reasons.
1) despite its 'complicated' relationship with QF, it has much cosier relationships with other OW airlines like BA whom it not only owns a share in but also has the same frequent flyer award currency.
2) I imagine the main appeal for QR joining OW in the first place (versus say SkyTeam or STAR) is that OW is by far the looser of the alliances and does not stand in the way of members forming close alliances with airlines outside the alliance (QF with EK for example).
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