News

New 'Priority' branding for Oneworld

26 Jun 2015 by Tom Otley

The Oneworld alliance is introducing new "Priority" branding.

The move will enable "cardholders to identify quickly and easily where they are entitled to receive their special Oneworld benefits".

The branding will involve replacing signage at all 1,000 plus airports served by Oneworld member airlines in 155 countries worldwide.

Oneworld Priority

The first airport to receive the treatment is Australia's Perth, where the new signs were due to be unveiled today.

It will be followed by Sydney, Melbourne, Berlin Tegel and Dusseldorf in August, various gateways in the US from September, and Doha and Amman in October.

In total, the roll out will take 12 months.

The new signage seems to be a reaction to confusion on the part of passengers as to what benefits they can expect during their journey.

Oneworld CEO Bruce Ashby said: "We firmly believe that Oneworld offers the most compelling range of alliance benefits for our most loyal customers.

"We also know that identifying where to take advantage of those privileges in often cluttered airport environments, particularly in unfamiliar surroundings, can sometimes be a challenge, even for the most frequent traveller. The new oneworld Priority signage is designed to overcome that."

Oneworld Priority

Onworld defines the benefits as follows:

Emerald tier cardholders

  • First class or business class check-in desks, which they can use even when booked in economy
  • Fast-track through security checks at select airports
  • First class, business or frequent flyer lounges which they can use when flying internationally, even when not booked to fly in first or even business. Oneworld is the only global airline alliance to offer the use of first class facilities to its highest tier frequent flyers
  • Priority boarding lines
  • Sapphire tier card holders
  • Business class check-in desks, which they can use even when booked in economy
  • Business class and frequent flyer lounges which they can use when flying internationally, even when booked in economy
  • Priority boarding lines.

Ruby tier cardholders

  • Business class check-in desks, which they can use even when booked to fly in economy (but Qantas will offer Oneworld Ruby cardholders check-in at business class desks from August 1, and its signage will be updated to that effect from then. Meantime, Qantas will continue to offer Rubys check-in at premium economy counters).

Oneworld Priority

Examples of the new signage

Oneworld member airlines include Air Berlin, American Airlines (including US Airways), British Airways, Cathay Pacific, Finnair, Iberia, Japan Airlines, LAN Airlines, TAM Airlines, Malaysia Airlines, Qantas, Qatar Airways, Royal Jordanian, S7 Airlines and SriLankan Airlines, plus around 30 affiliated carriers.

Earlier this month, Qatar Airways chief executive Akbar Al Baker threatened to withdraw his airline from Oneworld if the ongoing open skies row continues (see news, June 9).

oneworld.com

Tom Otley

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