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oneworld celebrates its 20th anniversary in high style

oneworld is ensuring the brand is fit for its third decade as the leading global alliance marks the 20th anniversary of its launch with an invigoratingly fresh positioning – “Travel Bright”. Dynamic new branding with a new-look website, smart new apps and exciting consumer-friendly incentives and benefits mark its milestone birthday in style.

The new brand positioning

Breaking the mould of airline alliance advertising, Travel Bright draws on engaging and energising characters and visuals set against a range of bright pastel colours to present the bright new oneworld – contemporary, warm and positive in its expression, with a look and feel reflecting the more energetic and positive millennial generation.

oneworld CEO Rob Gurney said: “oneworld is undergoing a radical transformation to build on the value it generates for customers and its member airlines as it enters its third decade.  Travel Bright is the visual representation of all those changes.  All of our research indicates it resonates strongly with our core target market – today’s frequent international business travellers.”

As such, the Travel Bright branding features characters representing a full range of cultural, ethnic and age diversity. It is designed to communicate the character of the alliance and simplify how oneworld’s customer value proposition is presented, making it easier for customers to understand the key benefits.

Click here to explore the world of benefits of being a oneworld alliance member.

Smart digital apps will make travel even brighter

This year, the alliance will also offer customers taking connecting flights on any oneworld alliance partner airline the ability, via their own individual apps or websites, to check-in, obtain their e-boarding pass, receive information and updates on their flight and track their baggage.

Other services will be added in the future, such as full seat selection, including when payments are required, the ability to pay for additional baggage, and locations of lounges and priority lanes through security for those eligible to use them.

Cathay Pacific and Qatar Airways are the first oneworld members to connect up in this way, enabling their customers to use either airline’s app and/or website to check-in and receive boarding passes for connecting flights on either airline.

Other member airlines will be added progressively in the next year to 18 months.

More airlines join oneworld alliance

Royal Air Maroc will join in 2020 and Fiji Airways will be fully implemented as the first oneworld connect partner next month, increasing the alliance network to 1,100 destinations in 180 territories, with more oneworld connect partners to be signed.

First oneworld branded and managed lounges 

oneworld is also ramping up co-location activities at key airports around the world and will unveil its first alliance-branded and managed lounge later this year – with more to be rolled out progressively thereafter.

Collectively, oneworld member airlines offer more than 650 airport lounges worldwide, with many often named among the best in the industry.  All of these lounges are currently owned, branded and operated by oneworld member airlines individually or by third-parties on their behalf.  At some airports, several oneworld member airlines offer multiple lounges, even in the same terminals, all accessible to the alliance’s top-level customers.


Since oneworld was launched, its 13 world-class member airlines, including British Airways, American Airlines, Cathay Pacific Airways and Finnair, have boarded a total of 7 billion customers – equivalent to today’s entire global population. Its future looks bright.