TAM joins oneworld

São Paulo, March 31, 2014 09:00

Company's customers can now enjoy the benefits of the alliance

Event in São Paulo celebrates the new partnership

TAM Frequent Flyer members will receive double points when flying on
oneworld member airlines in May

Today TAM Airlines, a carrier of the LATAM Airlines Group, joins oneworld, an airline alliance currently undergoing the largest expansion in its history. As of today, all passengers flying on the Brazilian carrier can already enjoy the benefits offered by the alliance.

This is one of the most important steps to achieve the entry of all LATAM Airlines Group into oneworld. LAN Airlines has been a member of oneworld since 2000 as well as all of its affiliates, namely LAN Argentina, LAN Colombia, LAN Ecuador and LAN Peru, have already joined. TAM's affiliated airline in Paraguay (TAM Mercosur), will also join oneworld soon. As a result, all passenger airlines of the LATAM Airlines Group will be members of the same alliance.

To the passengers of the carries part of LATAM Airlines Group, this means greater convenience when traveling, since they will have the same standard of high-quality customer service, regardless of their international destination. To oneworld, this milestone represents the consolidation of its position as the leading alliance for flights within Latin America and between the region and the United States and Europe, which are the destinations most sought after by South American passengers.

"We made the best choice for the LATAM Airlines Group. With oneworld, our passengers will have even more benefits on their journeys, including better connections and more options for destinations. We made a seamless transition and now we can celebrate this milestone with our customers and our new partners. We wish everyone in oneworld a warm welcome to Brazil," says Marco Antonio Bologna, TAM’s Chief Executive.

To celebrate this moment, on Monday, TAM’s first aircraft bearing the oneworld logo will be on display at Congonhas Airport in São Paulo with the presence of CEOs and representatives of all oneworld member airlines, who traveled to Brazil especially for this event.

Expanding alliance

With its transition into the alliance now complete, TAM effectively adds 45 new destinations to the network of oneworld partner companies. Brazilian flyers will enjoy access to airlines in all regions of the world, including unprecedented new partnerships in Australia and Russia.

TAM passengers will also gain access to all the special fares offered by oneworld, which is the most comprehensive portfolio of this type of product offered by any global alliance. The special fares include the leading round-the-world fare oneworld Explorer, as well as Visit South America and Visit North America.

In the last few years, oneworld has received the most awards of any airline alliance. Currently, it holds eight major industry awards, a feat unmatched by any other global airline alliance.

oneworld’s CEO Bruce Ashby said: “As the leading airline in Latin America’s biggest economy, TAM’s addition represents a significant landmark in oneworld’s journey to establish itself as the first choice airline alliance for frequent international travelers around the world. We are very pleased to welcome TAM and its customers to the world’s premier global airline alliance.”

oneworld is also undergoing the largest expansion in its 15-year history. In addition to TAM, US Airways is also joining the alliance today, as part of the American Airlines Group, making it the main alliance in the U.S. market. And on May 1, SriLankan Airlines will also become a member airline.

With these new additions, oneworld becomes the leading airline alliance in South America and in the United States.

“By adding TAM Airlines and US Airways, oneworld will consolidate its leading role within Latin America and on flights between the region and both the United States and Europe. We already have strong and long-standing relationships with American Airlines and LATAM Airlines Group. These two new partners bring outstanding quality and scale to the alliance, further strengthening its position as the best option for frequent international travelers,” commented Willie Walsh, oneworld Governing Board Chairman and IAG Chief Executive.

In Europe, oneworld also enjoys the broad coverage and excellent services offered by airberlin, British Airways, Finnair, Iberia and S7 Airlines. It is also the only alliance to include one of the Big Three Gulf carriers, Qatar Airways, as a member, in addition to Royal Jordanian, which assures excellent connectivity for travelers in the Middle East. It also has a strong presence in the Asia-Pacific region as well, with important partners such as Cathay Pacific Airways, Japan Airlines, Malaysia Airlines and Qantas.

Together, these airlines enable oneworld to reach almost a thousand destinations in 150 countries. With a combined fleet of 3,300 aircraft, these airlines offer 14,250 daily flights and VIP lounges in 600 airports, including several that are regularly recognized as the best in the world in specialized rankings. Each year this entire structure transports 485 million passengers and generates revenue of US$140 billion.

More benefits for TAM Fidelidade members

To celebrate its entry into oneworld, TAM Fidelidade program will offer double points to all passengers flying with the alliance’s member airlines in May 2014. Members of the frequent flyer programs of oneworld member airlines will also receive double the points or miles when flying on TAM during the month.

The ten million members of the TAM Fidelidade program will keep the points they accrued before the transition to the alliance, as well as their premium status level, in accordance with the program’s rules. New cards with the oneworld logo, which have already been distributed, can now be used to redeem and earn points on any oneworld member airline.

Also starting today, 140 million members of the frequent flyer programs of oneworld airlines can earn points or miles and redeem tickets when flying TAM Airlines, while also enjoying all of the benefits offered by the alliance.

TAM Fidelidade Black and Red Plus passengers now fall under the Emerald premium status level of the oneworld program. This entitles them to use, together with one guest, any of the more than 600 VIP lounges in airports around the world offered by oneworld member airlines, even if they are flying economy class. Emerald status customers can also use First Class lounges when available. oneworld is the only alliance that offers access to these lounges even when passengers are not flying First Class.

Starting today, Black and Red Plus cardholders can also check-in at the First Class counters of oneworld airlines, regardless of the class they are flying. Additional baggage allowance and access to fast track security lines will also be offered in airports where the alliance makes these services available.

Members of the Red category of the TAM Fidelidade program now enjoy the Sapphire premium status level on oneworld. These passengers, together with one guest, can now use any business class or frequent flyer VIP lounge when travelling on oneworld member airlines, regardless of the class for which the ticket was issued. They can also check in at Business Class counters.

All Emerald and Sapphire premium status members are also invited to board the flights of oneworld airlines at any time they wish, without restrictions, provided they do so before the boarding gate closes.

Members of the Blue category of the TAM Fidelidade program are now Ruby premium status members. Like Sapphire members, they can check-in at Business Class counters when flying with oneworld, regardless of the class they are flying. At Guarulhos Airport, this benefit will be available when TAM moves to the new terminal that is under construction.

All oneworld premium status levels (Emerald, Sapphire and Ruby) also enjoy priority on the waiting lists of any member airline. They can also pre-book their favorite seat on any oneworld flight whenever this service is available.

Online experience

TAM also prepared a new marketing campaign to explain the benefits of the alliance to its customers. With the concept "Your world just got bigger" the pieces invite passengers to explore the world with all the advantages and benefits that oneworld network enables. The aircraft with the logos of TAM and the alliance, first displayed at Congonhas airport during the entrance ceremony, will also be on display in all advertisements.

The experience of traveling with oneworld will also be shared through social networks. Blogger Thiago Borbolla was selected by TAM to participate on a journey around the world with the alliance beginning in May. The trip will begin in Brazil and will continue to countries like Argentina, USA, Spain, Germany, England, Qatar, Japan, Australia and Chile. The entire journey will be recorded by the blogger through photos, videos and posts, which will be posted in the official profiles of TAM on Twitter, Instagram, Youtube, Facebook and Google Plus.

A model of TAM’s aircraft will accompany the blogger on his journey. In each destination, the model will be signed by Thiago’s host in that country. After a month to complete the journey around the world of oneworld, the model will return to Brazil to be displayed at the TAM Museum.

All photos taken by the blogger along the way will also be shared in an album on TAM’s fanpage on Facebook and posted on Instagram TAMLinhasAereas.

All pictures of the ceremony held by TAM to celebrate its entry into oneworld will be available on the company’s Flickr soon after the event, which can also be followed live on the internet at www.tam.com.br/imprensa.