BTN interviews: Roger Blackburn, VP Loyalty and Commercial at oneworld | Focus

If oneworld As it continues to expand its global network and deepen its commercial partnerships, the alliance is focused on making travel easier, better connected and more rewarding for business customers and frequent flyers alike.

Breaking Travel News speaks to Roger Blackburn, VP Loyalty and Commercial at oneworld, about the role of alliances in modern travel, the value of multi-airline loyalty, the growth of branded lounges and how technology is helping create a more seamless premium journey.

BTN: You oversee both loyalty and commercial at oneworld. Where do these two agendas reinforce each other, and where do they sometimes pull in different directions?

Loyalty and Commerce reinforce each other enormously. Commercially, we help our members work together where oneworld’s scale is essential. This includes offering global business deals that require multiple airlines, as well as selling alliance products such as Round the World fares. We will also be relaunching a dedicated meeting and events product soon. Loyalty is a differentiator for these products because it ensures customers are recognized and receive benefits that support their travel needs.

We are also beginning to build loyalty partnerships that expand oneworld’s presence in key markets such as India and recently launched a loyalty partnership with Taj Hotels, part of the Indian Hotels Company.

BTN: What is the clearest commercial reason for a business travel buyer to choose a oneworld solution rather than simply negotiating by airline?

For the travel buyer, this means the convenience of doing business with multiple airlines through a single point of contact. There is one agreement and one permanent account manager who coordinates the input of the various alliance members within the contract.

BTN: What do you think is the most underrated benefit of being loyal within the oneworld network for a solo traveler?

Being an elite guest with one member airline means you enjoy that status with all our member airlines. We are the only alliance to offer First Class lounge access to our Emerald Tier guests, regardless of the cabin they fly. Many people forget how valuable that is.

BTN: Airline loyalty is often built around individual member airlines. What role should the alliance play to make that loyalty feel greater, more connected, and more valuable?

The alliance is a huge force multiplier for individual loyalty programs: customers can earn and redeem miles across the network. We are gearing up to welcome Philippine Airlines (PAL) as our newest member and PAL frequent flyers will see their earning and redemption opportunities multiply to dream destinations. They will have access to the best lounges in the industry across the entire oneworld network. Similarly, existing oneworld frequent flyers can earn and redeem miles when flying with Philippine Airlines.

BTN: How do you balance the needs of a business customer looking for simplicity and control with a frequent flyer looking for recognition and a better journey?

Expectations are more aligned than you might think. Both frequent flyers and business travelers – often one and the same – expect to have control over how they interact and to be recognized as valued guests at key moments. They expect to feel seen and heard and to take more ownership of their journeys, preferably via their phone. Our members have made significant progress to make this possible.

BTN: What are business travel customers asking for now that they weren’t asking for before the pandemic?

More attention is paid to global coverage. Individual companies are looking to access a wider range of markets and look to oneworld to enable that reach.

BTN: How have traveler expectations for status, recognition and premium experiences changed on the consumer side?

Travelers rightly expect consistency and this is something we are working very hard to achieve across both digital and physical touchpoints. Premium experiences can be a significant time saver and a source of real pleasure, and we are proud to be the only alliance offering an elite loyalty level that delivers the best experiences, including access to First Class lounges, even when flying economy.

BTN: Looking at younger travelers or emerging premium customers, what do you think traditional airline loyalty programs need to do differently?

People often prioritize their airline points/miles more than almost anything else they collect, and our members are already doing a lot of things right. One thing we all strive for is staying relevant to our guests. How do we stay top of mind between trips and ensure that we are ready when travel inspiration strikes?

BTN: Where does oneworld create value that a joint venture, codeshare or direct airline partnership cannot?

Customers don’t always know which airlines are in which JV, or what the nature of a particular partnership is. But when they see the oneworld bubble, they know they will be flying with a quality, premium airline that will recognize their status and support their connections across an extensive global network. That is the value of the oneworld customer promise.

BTN: Alliance products can be powerful, but they can also feel complex. What is the greatest opportunity to make the proposition more understandable for both companies and consumers?

We continue to invest in technology that helps us reduce complexity. For example, we’re introducing new tools that allow customers to check in for multi-airline travel directly through their favorite airline’s app.

BTN: How do you make oneworld more visible to the customer at the moments that matter, instead of sitting in the background behind the affiliated airlines?

Our member airlines own their customer relationships, not oneworld; our role is to add value where it matters most during the airport journey, such as the oneworld lounges in Amsterdam and Seoul. Our lounge in Seoul was named ‘Asia’s Leading Airline Lounge – Business Class’ at last year’s World Travel Awards.

BTN: oneworld expands into new regions through new member airlines. What does that open up commercially, and what does it open up for the traveler experience?

Commercially, new geographies increase the scale of the commercial products we can offer, whether that be new and unique markets for corporate deals, or more choices when it comes to Round the World tickets. We recently welcomed Hawaiian Airlines to oneworld, expanding access to the Hawaiian archipelago, as well as destinations such as the Cook Islands, American Samoa and Tahiti. PAL’s addition will expand oneworld’s network to 31 unique destinations in the Philippines and beyond, strengthening our network in Southeast Asia.

BTN: When a new airline joins the alliance, what is the most difficult thing to get right: systems integration, service consistency, loyalty alignment or commercial alignment?

We are very selective in our choice of new members. Commercial fit is a key element, and potential members must also demonstrate a quality service consistent with oneworld’s premium positioning. Onboarding a new member undoubtedly comes with challenges, but we have significant experience in this area, having onboarded Alaska Airlines, Fiji Airways, Oman Air and Hawaiian Airlines – all in the last five years.

BTN: How can you deliver on a consistent oneworld promise, while ensuring each member airline maintains its own brand, culture and customer experience?

The oneworld promise is about quality: delivering high-quality products and services throughout the customer journey. Our customers value the fact that our member airlines deliver a premium travel experience in ways unique to their brand and culture.

BTN: oneworld has moved into branded lounges. What did you want these spaces to say about the alliance that a member airline lounge couldn’t say?

Our branded lounges provide a physical expression of the alliance in markets served by multiple oneworld airlines, where no airline has its own lounge presence. We’ve designed them to bring the best of oneworld together in one place where eligible customers can enjoy a consistent, high-quality experience no matter which member airline they fly.

BTN: Are lounges at risk of becoming the main symbol of loyalty, or should recognition be just as strong across digital channels, disruption handling and day-to-day service?

While lounges are highly valued and a key driver of loyalty, recognition must extend across the entire journey. We are constantly looking at ways to improve this, whether that is through our digital channels, how we support customers during disruptions or throughout the airport experience.

BTN: Non-airline partnerships are becoming increasingly important in the travel industry. How do you determine when a hotel, lifestyle or hospitality partnership really adds value?

We are very selective and ensure that all partners are closely aligned with our network of premium airlines. We strive to partner with like-minded quality brands that share our commitment to excellence and enhance the value we provide to our customers. Our recent partnership with Taj Hotels in India is an example of how we’re thinking outside the box: bringing together two high-end brands to give customers compelling reasons to explore each other’s offerings.

BTN: What role does data and technology play in making an alliance seamless, especially when the customer journey spans multiple airlines?

Technology is key to removing friction from the journey, especially when traveling with multiple carriers – whether it’s checking in, selecting seats or tracking luggage. It is also critical to ensure that customers are consistently recognized for their loyalty and enjoy their benefits, regardless of which member airline they fly. That’s why our continued digital investments are so important.

BTN: If you could solve one pain point in the alliance’s travel experience tomorrow, what would have the biggest impact for both business customers and individual travelers?

Making multi-airline travel feel like a single travel experience, with consistent recognition, smoother service recovery and effortless digital interactions between member airlines. With advances in technology making that possible, we help travel managers and clients navigate even the most complex multi-carrier itineraries with ease.

BTN: What do you want oneworld to be known for commercially and in the eyes of travelers, looking ahead to 2030?

The alliance that chooses premium travel, recognizing your loyalty every step of the way, with products and services that enable travel around the world, whatever your needs.

Learn more about oneworld

Interview by Sid Thaker