Star Alliance has unveiled plans to open a “centre of excellence” in Singapore later this year to complement the long-standing office in Frankfurt, and will focus on accelerating its strategy in digital customer experience.
The decision has been taken by Star Alliance’s Chief Executive Board, comprising the Chief Executive Officers of its 26 member airlines, who considered a new centre of excellence to be an important dimension of positioning the alliance to deliver on its post-COVID-19 strategy, and for it to remain innovative, resilient and nimble.
Star Alliance will maintain two centres of excellence internationally. Two members of the Alliance, Lufthansa and Singapore Airlines, have also established innovation hubs in Singapore, another benefit as the alliance continues its ground-breaking digital customer experience innovations.
Singapore was selected based on considered criteria, such as access to innovation and global competitiveness. Singapore has also been ranked highly for the ease of doing business by the World Bank on a consistent basis and has been ranked the most competitive country in the world on several occasions.