Africa: Ethiopian Airlines Strengthens Regional Dominance

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    This Day (Lagos)

    Chinedu Eze

    23 December 2011


    It was a milestone for Africa’s most successful carrier, Ethiopian Airlines on December 15, 2011 when it joined the Star Alliance, an enduring partnership among world top airlines, which is expected to open door for the African operator to code share, interline with other member airlines to take passengers to more international destinations.

    The Tuesday ceremony brought to Addis Ababa, the Ethiopian capital, world decision makers in air transport, including CEOs of mega carriers, heads of international organisations like the International Air Transport Association (IATA), aircraft manufacturers and others. It was also the day Ethiopian Airlines launched the Dreamliner, Boeing 787, the latest aircraft in Boeing’s stable and most sought after by airlines as it saves fuel by more than 20 per cent and more than any commercial aircraft of its size.

    The Chief Executive Officer of Ethiopian Airlines, Tewolde Gebremariam, who was highly elated at the event, gave kudos to the workers of the East African airline for their tireless efforts to make sure the dream was realised. Ethiopian Airlines is now the 28th member of the Star Alliance in the world and the third in Africa after South Africa Airways and Egypt Air.

    The airline’s CEO said that becoming a member of such a prestigious alliance affirms to customers’ consistent level of excellence on the part of Ethiopian. Established in 1997, Star Alliance is a leading global airline network, with 28 member airlines including Ethiopian Airlines. The major benefits of joining Star Alliance to Ethiopian include high market access.

    Star Alliance member airlines fly to more than 1210 destinations and that means they provide easier travel and quicker connection options making the travel experience smoother. Ethiopian being a member carrier, which means having more access to the market. Through Star Alliance, Ethiopian will be able to access 21,410 daily flights in 189 countries. Thus, with Ethiopian joining Star Alliance more travellers from Ethiopia and across Africa would benefit from the Star Alliance’s world-wide reach via the extensive network.

    Joining Star Alliance would also increase the traffic volume and subsequently the revenue of member carriers. So Ethiopian would be part of the existing network the alliance covers which includes 4382 number of aircrafts, 409,152 employees, 652.24 million passengers transported per year, 160.3 billion USD sales revenue and 21,410 daily departures.

    “With the pre-arranged domestic flight discount packages for passengers arriving from international Star Alliance networks, Ethiopian will be able to increase the traffic flow to the country promoting the destination as a major tourist attraction. These domestic discounts promoted throughout the alliance further promote Ethiopian and the country,” the enthusiastic Gebremariam said.

    He said that Ethiopian’s joining of Star Alliance affirmed two facts about the airline: what it delivers and what it is capable of achieving in the future, noting that this excellent service provision happens to impress other carriers as Ethiopian has fulfilled the service requirement to be a member. “This distinction and continuous improvement in service standards adds immensely on the pride the company generates for the country whose flag Ethiopian enjoys to carry.”

    With regard to service, Ethiopian will also be able to give improved benefits to Sheba miles members’ with gold and silver statuses the freedom to accumulate miles flown on other Star Alliance member airlines. As a result of the alliance, customers can also enjoy privileges of lounge access as far away as the alliance spans provided they are flying a Star Alliance route. This in turn increases customers’ loyalty, the CEO explained.

    He said that Ethiopian also exercises standardized service to its passengers throughout their destinations without any service discrepancy as Star Alliance member airlines give a seamless service throughout the span of the operation.

    “Passengers are checked in all the way through their destination to reduce stress and time spent for another round of check in. Ticket offices also can now issue electronic tickets to all destinations the member airlines operate, which gives passengers freedom to travel without paper tickets.”

    Ethiopian Passengers stand to benefit most in the alliance because it would enhance seamless travel, lounge access and taking passengers to other destinations that their airline does not operate with the help of its partners.

    The alliance will assist customers to get fair price, increased air traffic volumes and frequency of services. Customers are also offered with a long range of benefits that surpasses their experience with a single airline.

    “In the current highly competitive and volatile business environment, it is a necessity for an airline to be part of an alliance to cope up with market change, growth objectives, competition and above all varying customer interests.”

    Gebremariam explained that no matter which Star Alliance member airline’s frequent flyer programme a customer belongs to, they could earn and redeem miles and points; and build their status on any of the member airlines when they travel as a revenue customer. “In the frequent flyer programme, when the customer reaches certain status levels specified by the Airline, they will then qualify for the equivalent Gold or Silver Star Alliance status.

    This entitles the customer to a range of additional benefits including free lounge access, extra baggage allowance, priority baggage handling, priority boarding, standby status and reservations which make the customer a priority traveller.” The membership was declared by the CEO of pioneer Star Alliance member, Lufthansa German Airlines, Christoph Franz.

    The ceremony showcased the beautiful traditional Ethiopian dresses, which were worn by the senior officials of the airline, the cabin crew from member airlines adorned themselves in their uniforms, which showed diverse colours and beauty and the event epitomized elegance from different races of the world with smart looking, young and pretty cabin crew members dominating the scenery.

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