It’s been 20 years since the formation of the Oneworld airline alliance, the global partnership between 13 air carriers that now moves over 500 million passengers each year. To celebrate the event, members got together in London earlier this month to chart the path forward.

Item one on the agenda was a rebrand, because millennials supposedly respond to bright colors and images of widely grinning models, if Oneworld is a case in point. The new tagline is Travel Bright.

Beyond aesthetic updates, though, the alliance launched a few key initiatives, including an effort to build more unified Oneworld airport lounges rather than multiple carriers building competing spaces in the same terminal, and a global app through which all alliance passengers can access reservations and check in.

Perhaps the most interesting part of the affair in London was news of the alliance’s expansion plans. Of late, the alliance has been keen on selling potential airlines on the concept of Connect status, which allows passengers to transfer through to a partner carrier and reap benefits — all without the carrier being a full member. Fiji Airways and Alaska are already considering this membership and, according to executives at Oneworld, other airlines are queuing to join.

That may be the ultimate fate of China Southern, which curiously left the SkyTeam Alliance last year. Until a formal deal is crafted, it remains adrift with only a handful of investments and joint ventures with Oneworld carriers — and no place to call home.

— Grant Martin, Business of Loyalty Editor

Skift Stories and More Expert Insight

IHG CEO Sees More Nimble Hotel Group From What He Inherited: It’s been a little less than two years since Keith Barr became the CEO of InterContinental Hotels Group, succeeding former CEO Richard Solomons, but in that time, Barr has made it a point to make sure that IHG is a very different company.

Oneworld Stays Cool on China Southern Joining Alliance: Members of the Oneworld airline alliance met late last week in London to celebrate the 20th anniversary of the partnership and kick off new initiatives for the coming years. But for all of its rapid expansion, the alliance seems hesitant to welcome China Southern, China’s largest carrier, into its ranks.

What Oyo’s Latest Results Say About the Business of Budget Hotels: One of the most intriguing chains in hospitality today is Oyo, the India-based enterprise started by a college dropout that has since raised more than $1 billion in funding. Its rapid expansion has stoked skeptics who continue to watch the operation closely, especially this week with news it had entered the U.S.

Another European Airline Bites the Dust: Last year was pretty brutal for European aviation, and even with oil prices falling, it looks like 2019 is going to be just as bleak.

Spirit Airlines Gets Boost From Dynamic Pricing on Carry-Ons to Bottled Water: Spirit Airlines charges extra for nearly everything, including carry-on bags and onboard water, so it can keep base fares low and still produce the profits Wall Street wants to see.

Airbnb Hires Aviation Industry Veteran to Lead New Transportation Division: It’s still unclear exactly what Airbnb intends to do with transportation. But the $31 billion company has taken the step of hiring longtime aviation industry veteran Fred Reid to be its first-ever global head of transportation.

American Airlines Warns One of Its Regional Airlines to Improve: American Airlines wants Mesa Airlines, one of seven regional carriers operating as American Eagle, to improve its reliability, or American could take some of its business elsewhere.

United Will Add More First-Class Seats to Regional Services: United is revamping part of its regional jet fleet to add more first-class seats and amenities, part of a wider push to attract lucrative business travelers.

Southwest Moves Closer to Hawaii Flights After Test Run from Honolulu to Dallas: Southwest Airlines is making an unusual test flight as it seeks regulatory approval to start service to Hawaii: a one-time nonstop from Honolulu to Dallas on a Boeing Co. 737-800.

Subscribe to Skift’s Free Business of Loyalty Newsletter

Skift Business of Loyalty Editor Grant Martin [gm@skift.com] curates the Skift Business of Loyalty newsletter. Skift emails the newsletter every Monday.

Photo Credit: This is a portion of Oneworld's rebrand in the Alliance's 20th year. Oneworld