Branded global alliances aren’t dead – yet

The death warrant for global alliances is routinely issued. It takes only a squabble between members or one airline's partnership with a member outside the alliance to see the entire value of global alliances come into question, with a prediction of collapse, disbandment and obliteration.
Yet in reality, reports of their demise have been greatly exaggerated; global alliances have been busy creating a new life.
This report looks at the three global alliances' evolution of strategy and recent changes in management. Alliances are being tasked with three pillars to facilitate and support: joint-ventures, unbundling and how to grow membership, mostly in the LCC/hybrid space. Low-cost alliances are briefly considered.

The opportunities for global alliances to bring together and support member airlines and their passengers are in some ways greater than ever before. Yet cohesiveness at some airlines will require exclusion with other members. This will create casualties. The resulting changes have the potential to lead to alliance membership musical chairs.