Star Alliance has announced significant shifts in its management team with the goal of enhancing the customer experience across its network of member airlines. These changes come as part of a strategic effort to unify and elevate customer experiences, stretching from the initial booking process to post-travel loyalty programs. With the appointment of new vice presidents specializing in customer experience, digital technology, strategy, and people culture, Star Alliance aims to leverage a diversity of expertise to transform how travelers interact with its services.
Ambar Franco takes the helm as the new Vice President of Customer Experience. Bringing her background from the Mandarin Oriental Hotel Group, Franco is set to bolster the overall customer journey. Her role will span all touchpoints, ensuring that customers receive a seamless experience from the moment they book their tickets to when they complete their travels and perhaps consider future flights. Franco’s appointment reflects a broader trend in the travel industry where customer service from other sectors, like hospitality, is being integrated into aviation to improve service quality and customer satisfaction.
Luc Lachoix joins as the Vice President of Digital & Technology, a key position aimed at modernizing the IT architecture within Star Alliance. With previous experience at Amadeus and Sabre, Lachoix’s extensive background positions him well to oversee technology initiatives that support customer experience and loyalty programs. His responsibilities will include upgrading the systems that help travelers manage their bookings, access flight information, and stay informed about any changes or disruptions. As digital transformation remains a hot topic in the airline industry, Lachoix’s expertise will be instrumental in keeping Star Alliance competitive.
Strategic Vision and Organizational Culture
Star Alliance has announced major changes to its management team aimed at enhancing the customer experience across its member airlines. These changes are part of a strategic effort to unify and elevate the customer experience from the booking process to post-travel loyalty programs. With new appointments of vice presidents focused on customer experience, digital technology, strategy, and people culture, Star Alliance seeks to leverage diverse expertise to transform how travelers interact with its services.
Ambar Franco takes on the role of Vice President of Customer Experience, bringing her experience from the Mandarin Oriental Hotel Group. Franco’s mission is to enhance the overall customer journey, covering all touchpoints from booking to post-travel. Her appointment signifies a broader industry trend of incorporating hospitality practices into aviation to boost service quality.
Luc Lachoix joins as Vice President of Digital & Technology, tasked with modernizing Star Alliance’s IT architecture. With a background at Amadeus and Sabre, Lachoix is well-suited to lead technology initiatives that support customer experience and loyalty programs. His responsibilities include upgrading systems to help travelers manage bookings and stay informed. As digital transformation is crucial in the airline industry, Lachoix’s role will be vital in keeping Star Alliance competitive.
