STARLUX Airlines Co., Ltd.(hereinafter referred to as STARLUX Airlines) was established on May 2, 2018, mainly engaged in the air passenger and cargo transportation business, air sales business, and department store retail business to provide passenger transportation services and regular and irregular charter flight services, as well as transportation services for goods, express delivery and packages. To create a brand of full service boutique carrier, STARLUX Airlines has established the positioning of exquisite flight service based on the foundation of a full-service airline and using global five-star airlines as the benchmark. Through advanced software and hardware, the company has created quality flights and services to enable passengers around the world to enjoy a safe and high-quality flight experience.
Company Culture and Unique Brand
In addition to continuously expanding the latest equipment such as the new generation fleet, STARLUX Airlines is committed to shaping a corporate culture of challenging spirit. Since the establishment, STARLUX Airlines has clearly defined its brand concept, which is positioning itself as a “boutique carrier” in the high-end market aiming the target customer group, cutting into the gap of Taiwan’s boutique carrier segment, providing high-quality software and hardware services, and targeting business travelers and middle to high class consumers who value quality flight experience more than the price, in order to create Taiwan’s own high-end boutique carrier brand. The company’s execution of brand strategy mainly relies on brand packaging, software and hardware design, and commercial cooperation to convey a consistent boutique carrier image.
Core Operating Model and Competitive Advantages
With flight safety as its core value, the company continuously purchases various models of simulators, cabin training equipment, repair centers, collision warning ground vehicles and other precision equipment to strengthen various preparation training, promote industry-academia cooperation and practical training, and cultivate Taiwan’s professional and technical aviation talents. The company passed the “Aviation Maintenance Training Organization” certification in February 2022. STARLUX Airlines also received recognition from multiple international safety and quality certifications, such as ISO 27001 & ISO 27701 (Information Security & Privacy Management System Standard Verification), WTTC Stamp (Safe Travels Stamp), Taiwan Intellectual Property Management Specification System Level A Verification, and ISO 9001:2015 (SGS Management System Verification), and passed the IOSA (IATA Operational Safety Audit) certification in November 2023. The company officially became an IATA member in December of the same year, and passed the ISO 45001 and TOSHMS (CNS 45001) Occupational Safety and Health Management System Verification in April 2024. Through comprehensive safety certification, STARLUX Airlines promises to provide passengers with the most reassuring and safe boutique services.
STARLUX Airlines adopts a core strategy of axial flight network, and is committed to leveraging Taiwan’s geographical advantage by using Taoyuan International Airport as a hub to actively expand its transit market, with a focus on connecting the transit markets of over 1.2 billion people in North America and Southeast Asia. With the opening of borders around the world in 2023, STARLUX Airlines rapidly developed long-distance routes between Los Angeles and San Francisco in the United States; coupled with the operational strategy of increasing flight frequencies among existing destinations and continuously developing new destinations in Asia, the company is actively developing the transit market and striving for intercontinental transit and high-yield business markets. It is expected that the company’s transit network will begin to take shape by the end of 2024, and it will continue to evaluate the opening of long-distance intercontinental routes between Europe and Oceania, thus creating Taiwan as an aviation hub in East Asia.
With an eye on the gap in Taiwan’s boutique carrier market, STARLUX Airlines provides exquisite quality services in various cabins, making it the only airline with first-class cabins, thus attracting the attention of high-end business travelers at home and abroad, and establishing a positioning for exquisite flight services. To strengthen brand recognition and differentiation, STARLUX Airlines is also committed to creative ideas and cross-border cooperation through brand concept extension. It combines Taiwanese brands, local elements of in-flight meals and service supplies, as well as peripheral small items and co-branded products to allow passengers to experience the high standards of STARLUX Airlines and its commitment to exceptional products and services in a different way.
In addition, STARLUX Airlines won four major awards at the end of 2022, including “Best Design Airline of the Year,” “Best Design Airline in Asia,” “Best First Class Design,” and “Best Luxury Economy Class Design” at “The Design Air Awards 2022.” In 2024, the company was recognized by the well-known American travel magazine “Global Traveler,” and won “First Place in First Class” in the “2024 Wines on the Wing” international wine selection. On the business class, it also won the third place in “Best Business Class Seat” of SKYTRAX. The company hopes to attract business and mid to high end passengers, establish brand loyalty, and break away from price competition through the brand premium effect.
Flight Network Layout
STARLUX Airlines officially launched its service on January 23, 2020, with Taoyuan International Airport in Taiwan as the main hub. In the initial stage, the company focuses on developing the Asian market, and is committed to exploring key business cities and popular tourist destinations in Asia to establish a solid foundation for its development and accumulate brand awareness and future transit customers. After the introduction of its wide-body aircraft fleet, STARLUX Airlines is gradually expanding its axial flight network to connect North America, Europe and Oceania.
STARLUX Airlines is actively expanding its flight network, and opened a total of 8 new destinations last year. This year, the company continues to develop new routes, and entered Taichung Airport in March and established its second main base in Taiwan. In the fourth quarter, it will launch routes from Taichung to Phu Quoc Island and from Taichung to Okinawa to gradually increase its market share in the central and southern markets. In the future, the company will also plan to enter Kaohsiung Airport.As of the end of December 2024, STARLUX Airlines has opened a total of 31 routes with 27 destinations.
Sustainable Development
As an innovative leader in the global aviation industry, STARLUX Airlines implements carbon reduction actions in line with the carbon reduction roadmap of UN Sustainable Development Goals (SDGs) and the International Civil Aviation Organization (ICAO), and the national policy of “net zero emissions by 2050.” Its corporate sustainable governance framework focuses on sustainable environmental protection, social prosperity, and corporate governance performance. STARLUX Airlines passed the “Carbon Offsetting and Reduction Scheme for International Aviation (CORSIA)” of the Civil Aviation Administration, MOTC in 2023, and established a solid foundation for international aviation carbon emissions and offsets. This year, the company passed the verification of AA1000 Assurance Standard, and issued its 2023 Sustainability Report for the first time with international sustainability standards such as GRI, SASB and TCFD frameworks incorporated, and formulated its sustainability policy and goals.
The company’s fleet adopts a single Airbus model, which helps to save operating costs such as reducing unit fuel consumption, reducing the training time for pilots and maintenance personnel, and lowering carbon emissions, while improving passenger comfort. Among them, both the A350F freighter and A350 passenger aircraft are equipped with the best-performing aircraft engines on the market, which can save 25% of fuel consumption and have environmental protection and energy-saving advantages, while significantly reducing engine noise. Taiwanese food ingredients are strictly selected for on-board meals to significantly reduce carbon footprint, and many service items are made of recycled materials to contribute to environmental protection.
In addition, STARLUX Airlines is committed to participating in social welfare and actively participates in charitable activities, such as using the pink ribbon as a symbol with Estee Lauder Group to advocate for breast cancer prevention and treatment. Through various actions, the company called on major enterprises and celebrities to work together for breast cancer prevention and treatment. The company also sponsored the ROC adult baseball team to participate in the 2023 Asian Championship in Japan and supported the ROC team with actions, and demonstrated the spirit of caring about national sports events.
STARLUX Airlines has become an airline that constantly pursues excellence with a professional team and a challenging spirit, and uses the highest standards and a sensitive mind to create employee happiness and exceed customer expectations.
“Based in Asia, Shining Around the Globe”