Trying to make it easier for frequent flyers to see where they can take advantage of privileges at airports, oneworld is introducing new ‘Priority’ branding to highlight priority at key touchpoints (check-in, fast track, lounges and boarding).
The signage will feature the oneworld frequent flyer gemstone tier status symbols – Emerald, Sapphire and Ruby.
The first airport to receive the signage is Perth of all places, which offers services from four member airlines: Cathay Pacific, Malaysia Airlines, Qantas and Qatar Airways.
UPDATED TO ADD: we could not see any of this new signage in the Qantas Domestic Terminal at Perth. We have yet to check the international terminal.
Perth will be followed by Sydney, Melbourne, Berlin Tegel and Dusseldorf in August, selected gateways in the USA from September, and Doha and Amman in October. The oneworld alliance plan to have rolled the signage out across their entire network within two years, which consists of over 1,000 airports.
Qantas to allow Ruby / Silver members to check-in at its business class counters
As a result of this signage roll-out, from 1 August 2015 Qantas will allow oneworld Ruby (including Qantas Silver) members to use business class counters to check in. At present, Ruby members flying in economy are only permitted to check-in at Qantas premium economy counters for international flights where they exist (rather than use business class counters as required by the oneworld alliance). As there are no such counters in Perth, the need for this change doesn’t come into effect until August when the signage starts to appear in Sydney and Melbourne.
Alliances seeking to parry the offerings of their competitor alliances
With this initiative oneworld is seeking to match an offering provided by the Star Alliance, which offers clear ‘Star Alliance Gold’ signage across its network and earlier this year introduced Star Alliance Gold Track signage for priority security lanes at airports.
The third alliance, Skyteam, also already offers a similar ‘SKY PRIORITY’ branding across its network.
As we already have a good understanding of our frequent flyer entitlements, we don’t see this change in signage as a big deal but would be interested in our readers’ views.