Evolving our priorities to bring us closer to SkyTeam’s 2027 vision

Delivering value with SkyTeam’s 2025 priorities

SkyTeam’s 2027 strategy charts the path that will lead us to our vision for 2027 – a vision that delivers value to you, our members, and passengers.

To ensure we continue in the right direction, we have identified four new priorities for 2025: Seamless Check-in 2.0, Bag to Basics, Next Level Accrual, and Intermodal Journeys.

Alongside our two key differentiators of SkyTeam Cargo and Sustainability, these four priorities will bring us closer to our vision of a more integrated, seamless, responsible and customer-centric travel experience.

Patrick Roux, SkyTeam CEO, said: “Focusing on value creation for our members and passengers shapes our collective ambitions.  Innovation ensures we look to the future and our people are the engine behind it all.

“Our original strategy is already paying dividends and digital connectivity and operational integrity remain our foundations. This is why our 2025 priorities remain focused on creating solutions that deliver real value, driven by customer centricity and seamlessness.

“Last month, I met with SkyTeam’s Executive Board in Paris to discuss the progress of our 2024 achievements and plans for our 2025 priorities and key differentiators. It was great to hear our members very much endorse our continued focus and strategy and want to ensure we continue to communicate our achievements and progress, which is important for all of us at SkyTeam to do.”

To give you an idea of how our priorities will shape our activities over the next 12 months, here we take a look at each priority in more detail:

Seamless Check-in 2.0: This is about delivering a richer and more sophisticated array of digital developments that make transactions more seamless and with higher utility. We’ll achieve this by:

• Onboarding 25 airline pairs
• Including or enhancing travel docs to expand eligible passengers
• Enhancing the existing KPI dashboard
• Seat selection during the check-in window for complimentary seats

Bag to Basics: The complexity of sourcing the right data is one reason baggage tracking has been quite challenging, however we’ve learned from these challenges,  strengthening the link between business and IT so that we are now ready to accelerate our plans. We’ll achieve this by:

• Onboarding 14 carriers
• Ingesting different data sources
• Co-creating a dashboard/data hub with our Baggage Working Group
• API with customer-facing data points

Next Level Accrual: This is our flagship project to generate tangible value in Loyalty, by allowing easy interline of revenue-based accruals in mixed-metal scenarios. We’ll achieve this through:

• Revenue-based accrual capability
• Real-time accrual
• Unified service via API
• Increased security of data exchange

Intermodal Journeys: Having signed Memorandums of Understanding (MoUs) with both Eurostar and Trenitalia, we now want to move to the next phase of our development of Intermodal Journeys after tackling matters such as Distribution, Customer Experience and Loyalty. This work is firmly anchored in our Sustainability strategy.

• Completing a PoC between Air Europa and Eurostar
• Disruption management
• Standardizing our loyalty partnership
• Triggering frequent flyer status recognition

In addition, we will also be bringing our two key differentiators to the fore in 2025.

New leadership and strong member involvement are creating a new opportunity for us with SkyTeam Cargo. We can digitally enable interline cargo sales by developing a product that currently does not exist in the market.

And thanks to our 2024 accomplishments in Sustainability, we will design the long-term future of The Aviation Challenge (TAC) while focusing on what matters most to our members, including RISE, our Sustainable Aviation Fuels (SAF) strategy and Anti-human trafficking.