With Qatar Airways as new member, oneworld seeks to regain momentum but may become more divisive

The global upheaval in airline alliances and partnerships will only intensify with the oneworld alliance expected to announce in New York City on 08-Oct-2012 the membership of Qatar Airways, sponsored by International Airlines Group (IAG). oneworld will seek to regain momentum after failing so far to secure an Indian and mainland Chinese member. It is also the smallest and loosest of the three marketing alliances and in recent years has had carriers frequently in financial straits, including Mexicana (now defunct), Malev (now defunct) Japan Airlines and American Airlines.

While Qatar's addition would indicate unanimous approval from oneworld carriers, it would not have been attained easily and does not guarantee all carriers are pleased. Qatar for IAG's British Airways and Iberia will be a deep partner while for others - chiefly Cathay Pacific, Finnair and Qantas - it will be a competitor and they must sort through how to integrate Qatar into their web at a time marketing alliances are losing lustre to a Middle East-centric approach. For this redirection of global aviation strategy, there is no guide. Qatar and oneworld are writing a new rulebook.