Star Alliance has announced plans to open a management office in the city state of Singapore later this year, to complement the work of its long-standing office in Frankfurt, Germany. The decision to open this second ‘centre of excellence ‘ was taken by the Star Alliance’s Chief Executive Board, comprising the CEOs of its 26 member airlines, who felt it would position the Alliance to deliver on its post-Covid-19 strategy, and for it to remain innovative, resilient and nimble, effectively future-proofing the organisation. The board also felt that having two centres of excellence internationally would be in keeping with the global character of the Alliance.
A major focus of the Singapore office will be on progressing its strategy in the digital customer experience. Two members of the Alliance, Lufthansa and Singapore Airlines, have established innovation hubs in the city, which will help the Alliance continue developing digital customer experience innovations.
Singapore was selected ahead of other locations based on several criteria, such as access to innovation, and global competitiveness. Singapore has been ranked highly for the ease of doing business by the World Bank on a consistent basis, and Star Alliance says the state has also been ranked the most competitive country in the world on several occasions.
