BTN Interviews: Roger Blackburn, VP Loyalty and Commercial at oneworld | Focus
Roger Blackburn, VP Loyalty and Commercial at oneworld
As oneworld continues to expand its global network and deepen its commercial partnerships, the alliance is focused on making travel simpler, more connected and more rewarding for both corporate customers and frequent flyers.
Breaking Travel News speaks to Roger Blackburn, VP Loyalty and Commercial at oneworld, about the role of alliances in modern travel, the value of loyalty across multiple airlines, 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 those two agendas reinforce each other, and where do they sometimes pull in different directions?
Loyalty and Commercial very much reinforce each other. Commercially, we help our members collaborate where the scale of oneworld is essential. This includes offering global corporate deals that require multiple airlines, as well as selling alliance products such as Round the World fares. We’ll also shortly relaunch a dedicated meetings and events product. Loyalty is a differentiator for these products, because it ensures customers are recognised and enjoy benefits that support their travel needs.
We are also beginning to build loyalty partnerships that augment 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: For a corporate travel buyer, what is the clearest commercial reason to choose a oneworld-led solution rather than simply negotiating airline by airline?
For the travel buyer, it is the ease of doing business with multiple airlines through a single point of contact. There is one agreement and one dedicated account manager to coordinate the input of the various alliance members within the contract.
BTN: For an individual traveller, what do you think is the most underappreciated benefit of being loyal within the oneworld network?
That being an elite guest with one member airline means you enjoy that status across 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 are flying in. Many people forget just how valuable that is.
BTN: Airline loyalty is often built around individual member airlines. What role should the alliance play in making that loyalty feel bigger, more connected and more valuable?
The alliance is a massive force multiplier for individual loyalty schemes – customers can earn and redeem miles across the entire network. We’re getting ready 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’ll get access to the best lounges in the industry across the breadth of the oneworld network. Similarly, existing oneworld frequent flyers will be able to earn and redeem miles when flying with Philippine Airlines.
BTN: How do you balance the needs of a corporate customer looking for simplicity and control with a frequent flyer looking for recognition and a better journey?
The expectation is more aligned than you might think. Both frequent flyers and corporate travellers – often one and the same – expect to control how they engage and to be recognised as valued guests at key moments. They expect to feel seen and heard, with greater ownership of their journeys, preferably through their phones. Our members have made significant progress in enabling this.
BTN: What are business travel clients asking for now that they weren’t asking for before the pandemic?
There’s greater focus on global coverage. Individual businesses are seeking access to a broader range of markets and are looking to oneworld to enable that reach.
BTN: On the consumer side, how have traveller expectations changed around status, recognition and premium experiences?
Travellers rightly expect consistency and this is something we’re working very hard to deliver across both digital and physical touchpoints. Premium experiences can be a significant time-saver, and a source of real enjoyment, and we are proud to be the only alliance offering an elite loyalty tier that offers the best experiences, including access to First Class lounges, even when flying in economy.
BTN: When you look at younger travellers or emerging premium customers, what do you think traditional airline loyalty programmes need to do differently?
People often prioritise their airline points/miles more than virtually anything else they collect and our members are already doing a great amount right. One thing we all strive for is staying relevant with our guests. How do we remain top of mind between journeys, and ensure we’re ready the moment 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 orb, they know they will be flying with a quality, premium airline, that will recognise their status and support their connections across an extensive global network. That’s the value of the oneworld customer promise.
BTN: Alliance products can be powerful, but they can also feel complex. What is the biggest opportunity to make the proposition easier to understand for both corporates and consumers?
We’re continuing to invest in technology that helps us mitigate any complexity. For example, we are rolling out new tools that will enable customers to check in for multi-carrier journeys directly through their preferred airline’s app.
BTN: How do you make oneworld more visible to the customer at the moments that matter, rather than sitting in the background behind the member airlines?
Our member airlines own their customer relationships, not oneworld; our role is to add value where it matters most on the airport journey, such as oneworld’s branded lounges in Amsterdam and Seoul. Our Seoul lounge was named “Asia’s Leading Airline Lounge – Business Class” in last year’s World Travel Awards.
BTN: oneworld has been expanding into new geographies through new member airlines. What does that unlock commercially, and what does it unlock for the traveller experience?
Commercially, new geographies enhance the scale of the commercial products we can offer, whether that is new and unique markets for corporate deals, or more choices when it comes to Round the World tickets. We’ve recently welcomed Hawaiian Airlines into oneworld, increasing access to the Hawaiian archipelago, as well as destinations like the Cook Islands, American Samoa and Tahiti. With PAL joining, oneworld’s network will be boosted by 31 unique destinations across the Philippines and beyond, strengthening our network in Southeast Asia.
BTN: When a new airline joins the alliance, what is the hardest part to get right: systems integration, service consistency, loyalty alignment or commercial fit?
We are very selective in our choice of new members. Commercial fit is an essential element, and potential members must also demonstrate a quality service that aligns with oneworld’s premium positioning. Onboarding a new member undoubtedly has its challenges, but we’ve a lot of experience in this regard, having onboarded Alaska Airlines, Fiji Airways, Oman Air and Hawaiian Airlines – all in the last five years.
BTN: How do you keep a consistent oneworld promise while allowing each member airline to retain its own brand, culture and customer experience?
The oneworld promise is about quality: delivering premium products and services across the customer journey. Our customers appreciate the fact that our member airlines deliver a premium travel experience in ways that are unique to their brand and culture.
BTN: oneworld has moved into branded lounges. What did you want those spaces to say about the alliance that a member airline lounge could not?
Our branded lounges provide a physical expression of the alliance in markets served by multiple oneworld airlines where no single carrier has its own lounge presence. We’ve designed them to bring together the best of oneworld in one place where eligible customers can enjoy a consistently high-quality experience, regardless of which member airline they are flying.
BTN: Do lounges risk becoming the main symbol of loyalty, or should recognition be just as strong in digital channels, disruption handling and day-to-day service?
While lounges are hugely valued and are a significant driver of loyalty, recognition should extend across the entire journey. We are continually looking for ways to enhance this, whether that’s through our digital channels, how we support customers during disruption or across the airport experience.
BTN: Partnerships beyond airlines are becoming more important in travel. How do you decide when a hotel, lifestyle or hospitality partnership genuinely adds value?
We’re highly selective, ensuring any partners closely align with our network of premium airlines. We look to partner with like-minded quality brands that share our commitment to excellence and enhance the value we bring to our customers. Our recent partnership with Taj Hotels in India an example of how we’re thinking outside the box – bringing together two high-quality brands to give customers compelling reasons to discover each other’s offerings.
BTN: What role do data and technology play in making an alliance feel seamless, especially when the customer journey crosses multiple airlines?
Technology is essential to removing friction across the journey, especially for multi-carrier journeys – whether that’s checking in, selecting seats or tracking bags. It’s also key to ensuring that customers are consistently recognised for their loyalty and enjoy their benefits, regardless of the member airline they are flying with. That’s why our continued digital investment is so important.
BTN: If you could fix one friction point in the alliance travel experience tomorrow, what would have the biggest impact for corporate customers and individual travellers alike?
Ensuring that multi-carrier journeys feel like a single travel experience, with consistent recognition, smoother service recovery and effortless digital interactions across member airlines. With advancements in the technology to make that possible, we’re helping travel managers and customers navigate even the most complex multi-carrier itineraries with ease.
BTN: Looking ahead to 2030, what do you want oneworld to be known for commercially, and in the eyes of travellers?
The alliance to choose for premium travel, where your loyalty is recognised across every step of the journey, with products and services that unlock global travel, whatever your needs.
Interview by Sid Thaker
