The Past & The Present
Global GDP in 2003, the year Concorde retired was $38 Trillion. In 2024 the same was $105 Trillion. The total number of air passengers in 2003 was 1.7 billion and the same in 2024 was 9.5 billion. In 2003 routes over 10 hours were unheard of, Singapore Airlines launched its non stop to Los Angeles from Singapore in 2003. Today such routes are taken for granted.
The numbers above suggest the nature of air travel has changed over the last 22 years. More people are traveling longer, more frequently and more people have more money to spend on air travel.
The air travel landscape that Overture will inherit is very different from the one Concorde left behind.
The Alliance
The single biggest advantage of an alliance is synergy. Synergy across Network. Synergy across operations and synergy across product (fares, lounges, loyalty programs and much more). More on this later.
Globally there are three airline alliances The Star Alliance, Oneworld & SkyTeam..
The alliances have directly been responsible for stimulating air travel by offering seamless travel over longer distances to more people than ever before.
Range
Over the last 22 years ultra long haul aircraft have taken over several premier fleets of the World. These aircraft have reset travelers’ expectations to ‘ direct nonstop flights’.
During supersonic flight the rate of fuel burn is three times that of subsonic flight and the Overture’s range of 4250 nm (nautical miles) looks puny compared to the range of Over 9000 nm for most modern ultra long haul aircraft.
What the Overture might lack in range, it makes up in speed.
Passenger expectations however do not change, the speed becomes an added layer to the expectation.
Enter the Overture Alliance.
Concorde Pool History
Concorde production ceased in 1979 and a total of 14 were built, seven each for British Airways and Air France.
Both airlines entered into a parts pool program to keep costs down.
The pool program was responsible for keeping the aircraft flying until 2003, as parts became scarce in later years.
The Concorde alliance was localized as it involved two airlines belonging to neighboring countries in Europe.
The Overture will birth into a truly Global World and we can expect airlines from around the World to feature on the Overture probables list.
Overture Probables
The Overture currently has three confirmed airlines .The first two are American players, they are United and American Airlines. The third is Japanese, and it is Japan Airlines.
Who might the other probables be?
A tentative list might like this:
The Concorde operators:
British Airways – Low
Over the last twenty years British Airways has gone down the route of fleet optimization and post Concorde have turned away from SST. But you never know.
It bears mentioning that Qatar Airways (also on the probable list) owns 25% of IAG (International Airline Group) the parent company of British Airways and other airlines such as Iberia, Aer Lingus,LEVEL and Vueling
British Airways traditionally ran the New York and Barbados routes from London and both routes are well within the reach of the Overture. In addition to most of Continental North America.


Air France – Moderate
Of the two Concorde operators Air France might be higher on the probable list. They have embarked on a fleet renewal strategy and the Overture might make sense as AIr France looks to differentiate itself on the European Business and Leisure market. In fact AF 4590 (the Concorde crash of 2000 at Paris) was a charter carrying passengers (most of them German) to New York, where they were to join a Cruise to Ecuador.
The Overture reach from Paris is similar to that from London.


The Concorde Marketer:
Singapore Airlines – Moderate
Between 1977 & 1980 Singapore Airlines entered into a partnership with British Airways to fly the SIN – BAH – LHR v v route. The aircraft was painted with both liveries one on each side and each airline was responsible for selling their own side. The partnership had several issues and died a natural death in 1980.
This partnership did highlight Singapore Airlines’ Supersonic aspirations and Overture presents exactly this.
The Overture range allows Singapore to have non stop routes across Australia, China and their traditional stronghold Japan, Korea and gives them non stop reach into the Middle East and slightly beyond into Eurasia.


The Wisher
Virgin Atlantic – High
Richard Branson the founder of Virgin Atlantic is a longtime admirer of Concorde. In 1996 he made a highly publicized attempt to lease Concordes from British Airways. His argument being the British Government had subsided the development of Concorde and British Airways should not have monopoly on it.
In 2003 as Concorde’s retirement was announced, Branson once again offered to lease / buy them and first offered one pound per aircraft going as high as five million pounds per aircraft. He even had Concorde models produced in Virgin livery and distributed globally.
In 2016 Virgin entered into an agreement with BOOM for the purchase of 10 Overture aircraft, however this agreement has since expired and Branson turned his attention to Virgin Galactic, sending tourists to space.
The probability of Virgin coming back remains high even though nothing has been announced.
The Virgin Atlantic range footprint for the Overture is the same as British Airways.
The ME3
Qatar Airways – High
Qatar Airway’s has been at Commercial Aviation’s forefront for the last twenty years. They have a diverse fleet that represents agility. Overture is a fresh ingredient to the Qatar Airways mix. Qatar has consistently presented itself as a high end destination and the Overture adds to this aura.
The Overture range gives Qatar Airways reach across Europe, Scandinavia, Africa and Asia.


Emirates – Moderate
Ever since the late 90s when Emirates began it’s meteoric growth to its current overwhelming scale. Emirates represents all that Dubai stands for and more. Dubai stands for the power of innovation as does Emirates, which has been very careful with its fleet choices. For an airline with over 250 aircraft (all long haul, widebodies) they have only two aircraft types, the A380 & B777 and only recently added a third type, the A350. However Emirates will always be a tempting choice.
The Overture range gives Emirates a similar footprint out of Dubai to that of Qatar Airways out of Doha.
Etihad- Low
Etihad made several poor choices with mergers and acquisitions (Jet Airways, Alitalia, Air Berlin)and most have gone bad. However they are on a path to recovery. They only turned profitable in 2024 and appear wiser for the experience. Overture is still 5 years away and you never know if a fresh spark might be ignited.
India & China
The fastest growing aviation markets in the World.
India has two dominant carriers Indigo and Air India.
Indigo – Low
Indigo is a LCC. They are growing at a phenomenal rate and Indigo is among the most valuable airlines in the World. They have begun offering a Hybrid product that includes a Stretch class.
Air India – Moderate
Air India is in the midst of a major turnaround after being taken over by the Tata group in 2022. Over fifty years of mismanagement have ensured that Tata is rebuilding an airline from scratch.
Singapore Airlines holds a 25.1% stake in Air India and shares a very close relationship with the Tatas. In the 1990s they tried to start an airline in India with the Tatas but ran into government related road blocks. When Singapore Airlines’ predecessor MSA (Malaysia Singapore Airlines) was formed in 1966, Air India which was founded and run by Tatas since 1932 trained the early batches of MSA’s crew.
Air India was nationalized in 1953 and stayed that way until 2022 when it reverted back to Tatas, who are turning the airline around with key stakeholder Singapore Airlines.
If Singapore Airlines has a go at the Overture Air India will probably be involved creating a tight double hub with a reach from Australia to Europe & Africa.


China
China has the second largest GDP Globally at over $20 Trillion. They are one of the two fastest growing aviation markets in the World.
The current economic situation between China and the USA renders any conversation about the Overture moot. China has begun returning Boeing aeroplanes to the USA.
China is a very strong Supersonic market. Their premier airframe manufacturer COMAC (Commercial Aircraft Corporation of China) has expressed long term interest in SST and even has some concepts.
For now China will not be figuring in Overtures plans.
Bridging the Pacific
The Overture enters an increasingly globalized market. Currently a high percentage of Global economic power houses are in East, South & Southeast Asia.
With it’s range of 4,250 nm bridging the Pacific becomes a challenge where distances are double the range of the Overture.
Two points present themselves. The first is Honolulu in Hawaii and the second is Anchorage in Alaska.
There is no need to reinvent the wheel.
Honolulu
The approximate mid point of the Pacific Ocean. Honolulu has a history of being a logistical stopover and later tourist draw.
In the 1930s as Panam’s Clipper flying boats began to spread out across the World. Panam used Hawaii as a major refueling point as their flying boats bridged the Pacific.
Traffic to Hawaii kept increasing as planes got faster, and the tourism industry there exploded. Today Hawaii is considered a major tourist destination.
Honolulu has the ability to connect the US West coast to Australia, New Zealand, Japan and Korea on the Overture.


Anchorage
Anchorage emerged as a critical bridge on the East West Pacific route in the pre ETOPS ( Extended Range Twin Operations, applicable to aircraft with two engines) era. Right through the 1970s and 80s airlines used Anchorage as a critical technical refueling stop as they bridged the Pacific.
The arrival of aircraft such as the B777, B787 & A350 and ETOPS changed technical stops with their disruptive range efficiencies.
Since the 1990s Anchorage has exploded into a critical cargo hub, used by almost every major freight operator.
The Overture represents a return to Anchorage for passenger operations technical refueling stops. A stop in Anchorage opens up Continental North America from Tokyo or Seoul.
Note: The Concorde underwent extensive cold weather testing while based at Fairbanks through the early 1970s ending in 1974. Alaska is familiar was Supersonic Transports.



The Overture Alliance
So what will the Overture Alliance look like?
Before we dive into the future, let’s examine two alliances that pre date todays mega alliances. These two stand out for their depth and synergy.
- The KLM / Northwest Alliance from 1989
- The British Airways / Qantas from 1995
The KLM / Northwest Alliance
This particular alliance started off the JV (Joint Venture) model in aviation. The two carriers found synergy across Schedules, revenue sharing (they pioneered the straight rate prorate model, a concept where airlines share revenue based at pre determined rates by route), frequent flyer programs and delivered a seamless passenger experience.
The synergies created by a strong double hub strategy on both sides of the Atlantic which would become the template for alliances moving ahead.
The KL/NW alliance would set the ground for the SkyTeam alliance.
The British Airways / Qantas Kangaroo Route
The JSA (Joint Services Agreement) on the Kangaroo Route was to create synergy across a midpoint hub at Singapore.
The JSA involved revenue sharing across flights, coordinated schedules, synergized pricing and shared costs ( Singapore as a hub was not a home base for either British Airways or Qantas). They went as far as aligning product across cabins.
What sets the JSA apart was coordinated crew layovers, aircraft maintenance and provisions stock at Singapore.
The JSA between BA/QF would become the basis for Oneworld.
The two examples highlight the synergies achieved across Men, Machines & Money.
The Morphing of Alliances
The JSA changed with the emergence of Emirates and Qantas realized in 2013 they had superior reach into Europe / UK / Africa / India and the Middle East by using Emirates based in Dubai than using the JSA over Singapore.
On a more recent note (2022) within the OneWorld alliance, British Airways which represented the AJB (Atlantic Joint Business) with American Airlines to Asia and Africa was replaced by Qatar Airways as the AJB partner to Asia and most of Africa.
The above examples highlight the emerging importance of the ME3 and more importantly future alliances need to be extremely flexible and agile to deal with ever changing Global dynamics.
With this knowledge how will the Overture Alliance look?
The Overture Alliance with definitely synergize Men , Machines & Money.
Men
- Dedicated Overture teams at each hub
- Each Overture airline responsible for their hub
- Costs at Honolulu & Anchorage to be shared
- Overture lounges at transit points
- Common training facilities at dedicated hubs
Machines
- For the most part airlines run the Overture as a p2p (point to point) operation
- Honolulu & Anchorage provide a transit/transfer hub as necessary (there may be other hubs)
- A common pool program at Anchorage & Honolulu. Each airline responsible for parts at their hub
- Honolulu to Australia / New Zealand will be a side trip ( or a subsonic journey elsewhere)
- Booking and back end systems to be aligned
Money
- Deep synergy across revenue sharing
- Hub costs each airline is responsible
- Costs at Honolulu & Anchorage to be shared (as per use by airline)
- Marketing expenditure can be shared across constituents
Notes:
- By doing so airlines avoid the pitfall of spreading themselves too thin, and allows them to focus on key routes, much like the concept of the LCC (Low Cost Carriers). Such an operation opens up LCCs buying into this.
- The Overture Alliance once again heralds the return of RTW ( Round The World) journeys like the previous century.
- As observed in previous alliances, the constituents and business needs are constantly changing and scalability has to be built into the alliance model.
- Since the aircraft is the BOOM Overture, BOOM will need to be a critical part of this alliance from a Machine perspective.
I have probably missed many perspectives and airlines during the course of writing this and I apologize to those I missed.
Disclaimer: This article has used images from multiple sources accessed through Google.
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