CEO Blog

16 September 2019

Written by Ravindra Bhagwanani on . Posted in Archives


Decisively, there are things in life that don’t go together. Such as the Star Alliance and Brazil. The alliance has managed over its not so long history to recruit successively two member airlines in the country and both failed. After the early failure of Varig, the same destiny was reserved to Avianca Brasil. And as with Varig (or any other failures in other markets), the alliance has remained completely silent in regard to what might happen to any outstanding points of Amigo members. Such lack of commitment towards members will only accelerate the decrease of importance of the alliances: While alliances offer some benefits in good weather, customers would like to be able to count on them during bad weather, too and that definitely extends to the question of honouring miles of a failed member airline. Whether the rising Brazilian star Azul Airlines, which has already close bilateral relationships with Star partner TAP Air Portugal and United, will be tempted to join the alliance in front of such history remains to be seen. Colombian airline Avianca and its LifeMiles program are not affected by these developments.