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Finally, after years of teasing, Oneworld Customer Experience chief Gerhard Girkinger confirmed in an interview with Executive Traveller that the alliance will implement alliance-wide upgrades in 2024. At the moment, details are a little thin on the ground. However, Girkinger did say that, initially, the system will launch with a handful of alliance members before being rolled out across the entire Oneworld alliance.
Technology seems to be the biggest obstacle at the moment, with Girkinger stating:
“Technology is one of the key elements of how we integrate our airlines, and it definitely applies here…. I think this is not something that you put out overnight…. It's going to be in a smaller scale initially, and then grow from there.”
Implementation of Oneworld Alliance-Wide Upgrades Is Key
Very little is known about how these alliance-wide upgrades will be implemented, and that can make or break the facility. First, which airlines will be the first to implement partner upgrades? It would be fantastic to see the likes of Cathay Pacific, American, Alaska, and all the Avios users come on board.
Secondly, how exactly will this new facility be implemented? The critical question is this: From which fare bucket will you be allowed to upgrade? Star Alliance offers alliance-wide mileage upgrades; however, these are a pretty awful deal. You can only upgrade from the highest economy fare buckets to business class. These Y Class economy fares tend to be the most expensive by a considerable margin. As a result, the cost difference between these and a saver business class seat can be minimal.
Therefore, if you have to hand over a large portion of cash plus a ton of miles for an alliance upgrade, it may not be worth it in many cases. Often, you are better served paying a few hundred dollars more, receiving a business-class ticket, and earning all the miles associated with it.
Our Take
Alliance-wide upgrades have the potential to be fantastic and could boost the value of many member programs. However, like many things, it all depends on how Oneworld implements the change. If it's done well, it is a win-win for all members and travelers alike. However, if the alliance tries to cut corners, then this new feature will likely fall flat on its face. It could end up offering incredibly poor value — worth less than simply paying cash for your fare. Which one it is, only time will tell.
It's also worth nothing that this is something Oneworld has been trying to implement for a long time. In fact, initial reports about alliance-wide upgrades started circulating in the summer of 2020; however, nothing came of it. T this news with a large bucket of salt may be a good idea!
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