A star is born
Taiwan’s EVA Air and China Airlines have a new challenger to their duopoly. Chris Smith sits down with Glenn Chai, CEO of new Taiwanese carrier STARLUX, to discover its strategy
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Taiwan’s airline operators have collected numerous awards in recognition of their superior products and first-rate services, with China Airlines and EVA Air operating expansive route networks (in normal times at least). If you take time to delve into the vision that spurred the creation of STARLUX, you would be forgiven for thinking that the days of this duopoly could possibly be numbered. Glenn Chai, the firm’s CEO, gave Airliner World a detailed insight into how he hopes its unique and chic offering – which is based in one of the most competitive regions in the world – will attract the most discerning of passengers.
While STARLUX may be Taiwan’s latest offspring within the industry, the key figures steering it through its formation are well versed in the nuances of airline management. At the helm is Chang Kuo Wei, who nurtured the idea from fruition. His CV makes impressive reading. Not only has he held the post of chairman at EVA Air, but he still found time to strap into a Boeing 777 as a qualified captain. Chai is also a veteran of EVA Air, where he held an executive management position. Throughout STARLUX, many of the employees having also transitioned from EVA Air.
Rising star
The concept behind the airline is simple: to create a carrier that is small enough to provide an individual touch to the customer while pushing the boundaries of attention to detail and service delivery.
Expanding on this, Chai said: “We are positioning ourselves as a boutique airline and are focused on the transfer and business traveller market. Our expectation is that if we can accomplish things other airlines cannot duplicate, passengers will be drawn to us, whether they are regular customers of other airlines or not. We hope flying with us will be something that all passengers will look forward to. We hope they enjoy every second of their flight, where all five senses will be addressed and satisfied.