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Airlines create 'oneworld'
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September 21, 1998: 6:34 a.m. ET
Five carriers team to step up customer service in the global network
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NEW YORK (CNNfn) - Pooling together their existing partnerships, five of the industry's largest airlines are teaming up under a new alliance designed to step up customer service worldwide.
American Airlines, British Airways, Canadian Airlines, Cathay Pacific Airways and Qantas Airways unveiled the new multi-million dollar alliance Monday, called "oneworld."
The combination is a direct competitive challenge to the so-called Star Alliance, a marketing agreement between Lufthansa, United Airlines, SAS, Air Canada, Varig and Thai Airways.
Under the oneworld marketing alliance, the airlines will begin implementing a range of initiatives next year to provide customers with more information and increased service.
According to the airlines, Oneworld will allow each carrier to offer customers services and products that they could not afford to provide alone.
"Our customers have told us they want airlines to work together to raise standards of service across the world," said Bob Ayling, chief executive of British Airways. "Oneworld will do just that. It will bring together five leading airlines to maximize benefits for our customers, employees and shareholders."
The benefits that will be offered include smoother transfers for passengers traveling across the global networks of the five carriers, greater employee support and a plan to enhance existing ties between the airlines frequent flyer programs.
The plan also will enable frequent flyers to rack up more mileage awards and provide wider recognition for top-tier customers, the airlines said.
The shared oneworld brand augments existing relationships between American Airlines (AMR), British Airways (BAB), Canadian Airlines, Cathay Pacific Airways and Qantas Airways.
It does not apply to cargo activities, but the carriers said they are working on a series of initiatives to enable them to offer improved services to their freight and mail customers.
The carriers will jointly advertise the alliance in key markets around the world to help position oneworld through the motto "oneworld revolves around you."
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British Airways
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