Airlines Strategy
EVA Air and Southwest Airlines Launch Strategic Interline Partnership 2025
EVA Air and Southwest Airlines partner in 2025 to connect Asia and US with seamless bookings and baggage through four major gateways.
The launch of a strategic interline partnership between EVA Air and Southwest Airlines in August 2025 marks a pivotal moment in trans-Pacific aviation. This collaboration connects Asia and North America through four major U.S. gateway cities, offering travelers integrated booking, through-checked baggage, and coordinated services. By leveraging each airline’s network strengths, the partnership aims to enhance passenger convenience and expand market reach for both carriers.
For Southwest Airlines, this move represents a significant step toward international connectivity without operating long-haul flights directly, while for EVA Air, it provides access to a vast domestic U.S. network. The timing is notable, aligning with a resurgence in Taiwan-U.S. travel demand and EVA Air’s expansion in the American market. The partnership reflects industry trends where airlines collaborate to increase competitiveness and respond to evolving passenger needs.
As the aviation industry recovers from pandemic-related disruptions, such alliances are increasingly important. This article examines the structure, strategic context, financial foundations, and broader implications of the EVA Air–Southwest Airlines partnership, providing a comprehensive analysis of its significance for the airlines and the sector at large.
The EVA Air–Southwest Airlines interline agreement is structured around four key U.S. gateway Airports: Los Angeles (LAX), San Francisco (SFO), Seattle-Tacoma (SEA), and Chicago O’Hare (ORD). These locations were selected to maximize connectivity between EVA Air’s trans-Pacific flights and Southwest’s extensive domestic network, facilitating smooth transfers for passengers traveling between Asia and destinations throughout the United States.
Operationally, the partnership enables passengers to book a single itinerary that includes flights on both airlines, with all boarding passes issued at the initial departure point. Baggage is checked through to the final destination, reducing the complexities often associated with international connections. Bookings are available via EVA Air’s website and major travel agencies, reflecting EVA Air’s established international booking infrastructure and Southwest’s domestic strengths.
EVA Air operates 89 weekly flights to North America, a number set to increase to 94 by the end of 2025. This frequency, combined with Southwest’s domestic reach, creates substantial value for travelers seeking seamless connections between Asia and secondary U.S. cities. The partnership’s immediate implementation demonstrates both airlines’ agility in capitalizing on market opportunities and their commitment to improving the passenger experience.
“This partnership eliminates many traditional friction points for travelers, offering unified ticketing and baggage handling across two major networks.”
Southwest Airlines’ move toward international Partnerships marks a significant departure from its traditional domestic focus. The EVA Air alliance is Southwest’s third international partnership, following agreements with Icelandair and China Airlines. This strategy allows Southwest to expand its global footprint without the financial and operational complexities of launching its own long-haul services.
Under CEO Bob Jordan, Southwest has prioritized rapid partnership development, aiming to provide more choices and greater flexibility for its customers. Jordan has indicated that the airline will continue to pursue new alliances, reflecting a broader transformation in response to competitive pressures and changing consumer expectations for international connectivity. For EVA Air, the partnership aligns with its strategy to strengthen its North American presence. As Taiwan’s second-largest airline and a member of Star Alliance, EVA Air brings a reputation for service quality and operational reliability. The partnership with Southwest complements EVA Air’s network by opening access to over 30 additional U.S. destinations, particularly valuable for business, leisure, and diaspora travelers.
EVA Air’s financial performance has been robust, with trailing twelve-month revenue reaching $7.08 billion in 2025, up from $6.86 billion in 2024. This growth signals a strong recovery from the pandemic and effective market positioning. Southwest Airlines, meanwhile, reported $27.47 billion in revenue for the same period. Although Southwest’s revenue saw a slight year-over-year decline, its scale and market presence provide a stable foundation for the partnership.
The two airlines operate in largely complementary markets, minimizing direct competition and maximizing network synergies. Taiwan is the 18th largest source of visitors to the United States, with 124,293 Taiwanese travelers visiting in the first four months of 2025. This represents a 12.3% increase in tourism compared to the previous year. American tourism to Taiwan is also rebounding, with arrivals reaching 93% of pre-pandemic levels by August 2025.
EVA Air’s dominance in North American routes among Taiwanese carriers, combined with Southwest’s coverage of over 100 U.S. cities, positions the partnership to capture a significant share of the growing trans-Pacific travel market. The collaboration is particularly well-suited to serve the needs of business travelers, leisure tourists, and the visiting friends and relatives (VFR) segment.
“Taiwanese visitor numbers to the U.S. reached 398,813 in 2024, about 80% of pre-pandemic levels, highlighting strong recovery and pent-up demand.”
The Taiwan-U.S. travel corridor is characterized by robust demand across business, leisure, and VFR segments. Taiwanese travelers often begin their U.S. visits in West Coast cities before exploring other regions, a pattern that aligns with the partnership’s gateway strategy. Shopping, sightseeing, and fine dining are popular activities, supporting the need for flexible itineraries and access to diverse destinations.
American tourism to Taiwan is also on the rise, driven by business interests, cultural exploration, and educational exchanges. The recovery in both directions is supported by regulatory developments that have expanded bilateral air services and facilitated greater airline cooperation. The partnership’s ability to offer seamless connections to secondary and tertiary U.S. markets is particularly valuable for VFR travelers and those seeking specialized tourism experiences.
Seasonal fluctuations in demand, with peaks during summer and major holidays, are addressed by EVA Air’s planned frequency increases and Southwest’s flexible scheduling. The partnership enables both airlines to optimize capacity and respond to shifting market conditions, enhancing their competitiveness in a dynamic travel landscape.
The EVA Air–Southwest partnership exemplifies a shift away from traditional alliance models toward more flexible, cross-alliance collaborations. EVA Air’s Star Alliance membership does not preclude this agreement, signaling increased openness to innovative partnership structures across the industry. This trend is likely to influence how airlines approach international expansion and network optimization in the future. Legacy carriers such as United, American, and Delta now face competition from this new alliance, which offers routing options that may be more convenient or cost-effective for certain travelers. The partnership’s impact is particularly pronounced in the low-cost long-haul segment, where Southwest can now compete for international traffic without investing in widebody aircraft or direct long-haul service.
Other Taiwanese carriers, including China Airlines and Starlux Airlines, are also affected by this development. While China Airlines has a similar partnership with Southwest, EVA Air’s greater frequency and North American network may give it a competitive edge. The partnership’s success could prompt further consolidation and innovation in the Asia-Pacific aviation market.
Delivering seamless customer experiences across two distinct airlines requires significant technological integration. The partnership’s unified booking system enables customers to purchase combined itineraries through EVA Air’s website and major travel agencies, with real-time inventory sharing and coordinated fare calculation.
Passengers benefit from receiving all boarding passes at check-in and having their baggage checked through to the final destination. This level of integration requires advanced baggage tracking, coordinated ground handling, and shared customer service protocols. Disruption management and customer assistance are also coordinated to ensure a consistent experience, even during irregular operations.
Future enhancements may include integration of frequent flyer programs, allowing passengers to earn and redeem rewards on partner flights. This would further strengthen customer loyalty and differentiate the partnership in a competitive market. Ongoing investment in digital platforms and mobile services will be essential to maintaining high service standards and meeting evolving passenger expectations.
“Southwest CEO Bob Jordan has indicated that Rapid Rewards earning and redemption on partner bookings will be available ‘in the not-too-distant future.’”
The EVA Air–Southwest Airlines interline partnership is a transformative development in trans-Pacific aviation, offering seamless connectivity between Asia and North America through a combination of network strengths, operational integration, and technological innovation. For Southwest, it provides a cost-effective entry into international markets, while EVA Air gains unprecedented access to the U.S. domestic market.
As travel demand between Taiwan and the United States continues to recover, the partnership is well-positioned to capture significant market share and set new standards for airline collaboration. Its success may influence future alliance structures and encourage other carriers to pursue similar strategies, ultimately benefiting travelers with more choices and greater convenience.
What is an interline partnership? Which cities are included in the EVA Air–Southwest Airlines partnership? Can passengers earn frequent flyer miles on both airlines? How does the partnership benefit travelers? What are the broader implications for the airline industry? Sources: Yahoo Finance, EVA Air News Releases, Southwest Airlines
Introduction
Partnership Structure and Operational Framework
Strategic Background and Airline Evolution
Financial Performance and Market Analysis
Tourism and Travel Market Dynamics
Industry Implications and Competitive Landscape
Technological Integration and Customer Experience
Conclusion
FAQ
An interline partnership allows two airlines to coordinate ticketing, baggage handling, and scheduling, enabling passengers to book connecting flights on a single itinerary with seamless transfers.
The partnership covers Los Angeles (LAX), San Francisco (SFO), Seattle-Tacoma (SEA), and Chicago O’Hare (ORD) as gateway cities for connecting flights between Asia and the U.S.
While full integration is not yet available, Southwest CEO Bob Jordan has stated that Rapid Rewards earning and redemption on partner bookings will be introduced in the near future.
Travelers can book a single itinerary for international and domestic segments, receive all boarding passes at the start of their journey, and have their baggage checked through to the final destination, simplifying the travel experience.
The partnership signals a trend toward more flexible, cross-alliance collaborations, enabling airlines to expand their networks and enhance competitiveness without significant capital investment.
Photo Credit:
Airlines Strategy
Kenya Airways Plans Secondary Hub in Accra with Project Kifaru
Kenya Airways advances plans for a secondary hub at Accra’s Kotoka Airport, leveraging partnerships and regional aircraft to boost intra-African connectivity.
This article summarizes reporting by AFRAA and official statements from Kenya Airways.
Kenya Airways (KQ) is moving forward with strategic plans to establish a secondary operational hub at Kotoka International Airport (ACC) in Accra, Ghana. According to reporting by the African Airlines Association (AFRAA) and recent company statements, this initiative represents a critical pillar of “Project Kifaru,” the airlines‘s three-year recovery and growth roadmap.
The proposed expansion aims to deepen intra-African connectivity by positioning Accra as a pivotal node for West African operations. Rather than launching a wholly-owned subsidiary, a model that requires heavy capital expenditure, Kenya Airways intends to utilize a partnership-driven approach, leveraging existing relationships with regional carriers to feed long-haul networks.
While the Kenyan government formally requested permission for the hub in May 2025, Kenya Airways CEO Allan Kilavuka confirmed in December 2025 that the plan remains under active study. A final decision on the full execution of the project is expected in 2026.
The core of the Accra strategy involves basing aircraft directly in West Africa to serve high-demand regional routes. According to details emerging from the planning phase, Kenya Airways intends to deploy three Embraer E190-E1 aircraft to Kotoka International Airport. These aircraft will facilitate regional connections, feeding passengers into the carrier’s long-haul network and supporting the logistics needs of the region.
This operational shift marks a departure from the traditional “hub-and-spoke” model centered exclusively on Nairobi. By establishing a presence in Ghana, KQ aims to capture traffic in a market currently dominated by competitors such as Ethiopian Airlines (via its ASKY partner in Lomé) and Air Côte d’Ivoire.
A key component of this strategy is the airline’s collaboration with Ghana-based Africa World Airlines (AWA). Kenya Airways signed a codeshare agreement with AWA in May 2022. This partnership allows KQ to connect passengers from its Nairobi-Accra service to AWA’s domestic and regional network, covering destinations like Kumasi, Takoradi, Lagos, and Abuja.
Industry observers note that this “capital-light” model reduces the financial risks associated with starting a new airline from scratch. Instead of competing directly on every thin route, KQ can rely on AWA to provide feed traffic while focusing its own metal on key trunk routes. The push for a West African hub comes as Kenya Airways navigates a complex financial recovery. The airline reported a significant milestone in the 2024 full financial year, posting an operating profit of Ksh 10.5 billion and a net profit of Ksh 5.4 billion, its first profit in 11 years. This resurgence provided the initial confidence to pursue the growth phase of Project Kifaru.
However, the first half of 2025 presented renewed challenges. The airline reported a Ksh 12.2 billion loss for the period, attributed largely to currency volatility and the grounding of its Boeing 787 fleet due to global spare parts shortages. These financial realities underscore the necessity of the proposed low-capital expansion model in Accra.
The strategy focuses on collaboration with existing African carriers rather than creating a new airline from scratch.
, Summary of Kenya Airways’ strategic approach
The viability of the Accra hub relies heavily on the Single African Air Transport Market (SAATM) and “Fifth Freedom” rights, which allow an airline to fly between two foreign countries. West Africa has been a leader in implementing these protocols, making Accra a legally feasible location for a secondary hub.
Furthermore, the African Continental Free Trade Area (AfCFTA) secretariat is headquartered in Accra. Kenya Airways is positioning itself to support the trade bloc by facilitating the movement of people and cargo between East and West Africa. The airline has already introduced Boeing 737-800 freighters to serve key destinations including Lagos, Dakar, Freetown, and Monrovia.
The decision to delay a final “go/no-go” confirmation until 2026 suggests a prudent approach by Kenya Airways management. While the West African market is lucrative, it is also saturated with aggressive competitors like Air Peace and the well-entrenched ASKY/Ethiopian Airlines alliance. By opting for a partnership model with Africa World Airlines rather than a full subsidiary, KQ avoids the “cash burn” trap that led to the collapse of previous pan-African airline ventures. If successful, this could serve as a blueprint for other mid-sized African carriers looking to expand without overleveraging their balance sheets.
What aircraft will be based in Accra? When will the hub become operational? How does this affect the Nairobi hub?
Kenya Airways Advances Plans for Secondary Hub in Accra Under ‘Project Kifaru’
Operational Strategy: The ‘Mini-Hub’ Model
Partnership with Africa World Airlines
Financial Context and ‘Project Kifaru’
Regulatory Landscape and Competition
AirPro News Analysis
Frequently Asked Questions
Current plans indicate that Kenya Airways intends to base three Embraer E190-E1 aircraft at Kotoka International Airport.
While planning is underway and government requests have been filed, a final decision on full execution is not expected until 2026.
Nairobi (Jomo Kenyatta International Airport) remains the primary hub. The Accra facility is designed as a secondary node to improve regional connectivity and feed traffic back into the global network.
Sources
Photo Credit: Embraer – E190
Airlines Strategy
TUI Airline Launches Navitaire Stratos for Modern Airline Retailing
TUI Airline adopts Navitaire Stratos, a cloud-native platform with AI-driven offer and order retailing to enhance booking and operational capabilities.
This article is based on an official press release from Amadeus.
In a significant move toward modernizing digital travel infrastructure, TUI Airline has been announced as the launch customer for Navitaire Stratos, a next-generation airline retailing platform. According to an official press release from Amadeus, the parent company of Navitaire, this partnership marks a transition from the legacy “New Skies” system to a cloud-native, AI-driven environment designed to facilitate “Offer and Order” management.
The collaboration aims to overhaul TUI’s digital capabilities, moving the leisure carrier away from rigid, traditional ticketing systems toward a flexible, e-commerce model comparable to major online retailers. By adopting Stratos, TUI Airline intends to enhance its ability to sell personalized travel bundles, manage complex itineraries, and integrate third-party ancillaries directly into the booking flow.
The aviation industry is currently undergoing a technological paradigm shift known as “Offer and Order” management (OOMS). Traditionally, airlines have relied on Passenger Service Systems (PSS) that separate schedules, fares, and ticketing into distinct, often disjointed, databases. This legacy architecture can make modifying bookings, such as adding a hotel room or changing a flight leg, technically complex.
Navitaire Stratos is designed to replace these silos with a unified system. According to the announcement, the platform utilizes open architecture and artificial intelligence to generate dynamic offers. This allows the airline to present a single, comprehensive “order” that includes flights, accommodation, and activities, rather than a collection of disparate tickets and reservation numbers.
One of the standout features of the Stratos platform, as highlighted in the release, is the introduction of shopping cart functionality. While standard in general e-commerce, the ability to add items to a cart, save the session, and return later to complete the purchase is relatively rare in airline booking engines due to the volatility of ticket pricing and inventory.
TUI Airline plans to leverage this feature to reduce friction for leisure travelers. The new system will allow customers to build complex holiday packages over time, saving their progress as they coordinate with family members or travel companions. The platform is also designed to support intelligent upselling, offering relevant add-ons such as baggage upgrades, meals, or car rentals based on specific customer data.
TUI Airline, which operates a fleet of over 130 aircraft including Boeing 737 MAX and 787 Dreamliner jets, has maintained a partnership with Navitaire for over two decades. This new agreement represents a deepening of that relationship rather than a new vendor selection. The transition to Stratos is positioned as a critical step in TUI’s digital transformation strategy. Peter Glade, Chief Commercial Officer at TUI Airline, emphasized the importance of this technological upgrade in the company’s official statement:
“We are on a journey to build the most modern airline commercial set up in the industry. Navitaire Stratos will be a cornerstone of this transformation… It will elevate our retailing capabilities with intelligent recommendations, dynamic offers, and a shopping cart that makes it easy for customers to convert their selections into an order or save them for later.”
Amadeus views this launch as a benchmark for the broader low-cost and hybrid carrier market. Cyril Tetaz, Executive Vice President of Airline Solutions at Amadeus, noted the long-term implications of the project:
“As the group transitions from our New Skies solution, close collaboration on a shared long-term roadmap will ensure business continuity, while helping shape the next-generation Offer and Order solution of reference for low-cost and hybrid carriers.”
While legacy network carriers often focus on corporate contracts and frequency, leisure carriers like TUI are uniquely positioned to benefit from the “Offer and Order” revolution. Leisure travel is inherently more complex than point-to-point business travel; it often involves multiple passengers, heavy baggage requirements, and the need for ground transportation or accommodation.
By moving to a cloud-native platform like Stratos, TUI is effectively acknowledging that it is no longer just a transportation provider, but a digital travel retailer. The ability to “save for later” is particularly potent for the leisure market, where the booking window is longer and purchase decisions are often collaborative. If TUI can successfully implement a “shopping cart” experience that mimics Amazon or Uber, they may significantly increase their “share of wallet” by capturing ancillary spend that might otherwise go to third-party aggregators.
Beyond retailing, the shift to cloud-native infrastructure offers operational benefits. Legacy PSS platforms are notoriously difficult to update and maintain. A cloud-based system allows for faster deployment of new features and greater resilience during peak traffic periods, critical factors for a holiday airline that experiences extreme seasonal demand spikes.
TUI Airline Selected as Launch Customer for Navitaire Stratos Retailing Platform
The Shift to “Offer and Order” Management
The “Amazon-ification” of Booking
Strategic Partnership and Executive Commentary
AirPro News Analysis
Why Leisure Carriers Lead the Retail Revolution
Operational Resilience
Sources
Photo Credit: Amadeus
Airlines Strategy
Volaris and Viva Aerobus Announce Merger of Equals in Mexico
Volaris and Viva Aerobus agree to merge holding companies, controlling 70% of Mexico’s air travel market with regulatory review pending.
This article summarizes reporting by Reuters and includes data from official company announcements.
In a move set to reshape the Latin American aviation landscape, Mexico’s two largest low-cost carriers, Volaris and Viva Aerobus, have announced a definitive agreement to merge their holding companies. The transaction, described by the Airlines as a “merger of equals,” aims to consolidate operations under a single financial umbrella while maintaining separate consumer-facing brands. If approved, the combined entity would control approximately 70% of Mexico’s domestic air travel market.
According to reporting by Reuters and subsequent company statements released on December 19, 2025, the deal is structured as a 50-50 ownership split between the existing shareholders of both airlines. The agreement targets a closing date in 2026, though industry observers warn that the path to regulatory approval will be fraught with challenges given the massive market concentration the merger implies.
The agreement outlines a strategy designed to capture economies of scale without alienating the loyal customer bases of either airline. Under the terms of the deal, Viva Aerobus shareholders will receive newly issued shares in the Volaris holding company. The resulting entity will retain listings on both the Mexican Stock Exchange (BMV) and the New York Stock Exchange (NYSE).
Despite the financial integration, the airlines plan to keep their operations distinct. According to the announcement, both carriers will retain their individual Air Operator Certificates (AOCs), commercial teams, and loyalty programs. This dual-brand strategy allows them to continue targeting their specific market segments while unifying backend logistics.
The governance structure reflects the “merger of equals” philosophy. Roberto Alcántara, the current Chairman of Viva Aerobus, is slated to become the Chairman of the Board for the new group. Meanwhile, the current chief executives will maintain their operational roles:
“Under the new group structure, Viva and Volaris will continue to operate as independent airlines, allowing our passengers to choose their preferred brand.”
, Juan Carlos Zuazua, CEO of Viva Aerobus
Enrique Beltranena will continue to lead Volaris as CEO, while Juan Carlos Zuazua remains at the helm of Viva Aerobus. The merger comes at a time when both airlines are navigating significant operational headwinds, primarily driven by global supply chain issues. Both carriers operate all-Airbus fleets and have been heavily impacted by Pratt & Whitney GTF engine inspections, which have grounded portions of their capacity.
p>Despite these challenges, the financial rationale for the merger is rooted in resilience. By combining balance sheets, the airlines hope to weather industry shocks more effectively. Recent financial data highlights the scale of the proposed giant:
Investors reacted positively to the news. Following the announcement, Volaris shares surged between 16% and 20%, signaling market confidence that a consolidated industry could lead to better yield management and profitability.
“We expect the formation of the new airline group will allow us to realize significant growth opportunities for air travel in Mexico, in line with the low fare and point-to-point approach that revolutionized the industry.”
, Enrique Beltranena, CEO of Volaris
While the financial logic appears sound to investors, the regulatory landscape presents a formidable barrier. The combined entity would hold a near-duopoly position alongside legacy carrier Aeromexico, controlling an estimated 71% of domestic traffic. This level of concentration far exceeds typical antitrust thresholds in Mexico.
The Federal Economic Competition Commission (COFECE) has historically taken an aggressive stance in the transport sector. In 2019, the regulator sanctioned Aeromexico for collusion, and more recently, it issued findings regarding a lack of effective competition in maritime transport. The merger also faces political uncertainty due to proposed reforms that could replace COFECE with a new National Antitrust Commission (CNA) under the Ministry of Economy, potentially introducing political criteria into the approval process.
The Efficiency Defense vs. Market Power
We believe the central battleground for this merger will be the “efficiency defense.” Volaris and Viva Aerobus will argue that consolidating backend operations,such as maintenance, fuel purchasing, and fleet negotiations with Airbus,will lower their cost per available seat mile (CASM). Theoretically, these savings could be passed on to consumers in the form of lower fares, fulfilling the “democratization of air travel” mandate both CEOs frequently cite.
However, regulators are likely to view this skepticism. Economic theory and historical data from the Mexican market suggest that when hub dominance exceeds certain thresholds, premiums on ticket prices rise regardless of operational efficiencies. With Aeromexico as the only other major competitor, the incentive to engage in price wars diminishes significantly. Furthermore, the US Department of Transportation (DOT) may view this consolidation as a complication in the ongoing dispute over slot allocations at Mexico City International Airport (AICM), potentially jeopardizing cross-border alliances. Will my Volaris or Viva Aerobus points be combined? When will the merger be finalized? Will ticket prices go up?
Volaris and Viva Aerobus Agree to Historic “Merger of Equals,” Facing Stiff Antitrust Headwinds
Structure of the Proposed Deal
Leadership and Governance
Financial Context and Market Reaction
Regulatory and Political Hurdles
Antitrust Scrutiny
AirPro News Analysis
Frequently Asked Questions
Currently, there are no plans to merge loyalty programs. Both airlines have stated they will maintain separate commercial teams and loyalty schemes.
The deal is expected to close in 2026, subject to approval from shareholders and Mexican regulatory bodies.
While the airlines argue that efficiency will keep fares low, analysts warn that reduced competition often leads to greater pricing power for airlines, which could result in higher fares on routes where the new group holds a dominant position.
Sources
Photo Credit: Airbus – Montage
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