The Star Alliance has undertaken a strategic shift from membership growth to improving the seamless travel experience, especially for customers flying on multi-carrier journeys.

Its CEO, Jeffrey Goh, said this at the 74th IATA (International Air Transport Association) Annual General Meeting in Sydney, Australia.

According to Goh, having control over their journey at their fingertips is of high importance to many travellers. Hence, harnessing digital technologies to provide a better and digital travel experience lies at the heart of this strategic repositioning.

To achieve this, the Alliance has set out to develop digital capabilities centrally, which can then be used by its member carriers to enhance their own products, so that they can offer extended care to their regular customers even when they are travelling elsewhere on the network.

The next milestone was the launch of the Star Alliance Digital Services Platform (DSP) which officially went live in February this year.

Established in 1997, Star Alliance is currently made up of 29 airlines including Africa's EGYPTAIR, Ethiopian Airlines and South African Airways.

Star Alliance network currently offers over 18,800 daily flights to 1,317 airports in 193 countries with further connecting flights offered by Star Alliance Connecting Partner, Juneyao Airlines.