Guo Wei Chang

Founder, Starlux Airlines

 

Guo Wei Chang, the formerly embattled airline heir, takes to the skies in his own rocketship

In 2019, Guo-Wei Chang piloted the first A321neo aircraft of Starlux Airlines back to Taiwan from Germany. With a rock star-like presence, he received acclaim for overseeing everything, including supervision, acceptance, delivery, flight and arrival in Taiwan, showcasing himself as the shining star of the aviation industry.

However, with the outbreak of the global pandemic in 2020, the entire transportation industry faced operational challenges as people’s willingness to travel by air plummeted. Displaying flexible thinking, he led the company in changing its operational approach. Starlux introduced an e-commerce platform, Starlux Mart, showcasing carefully curated items and creating limited-edition products that tell a story. This ignited the enthusiasm of Starlux fans, with products selling out in just ten minutes. Not only did this become a revenue source for the aviation industry during the period, but it also helped maintain fan loyalty.

Amid the pandemic, while many airlines suspended the introduction of new aircraft and implemented pay cut and layoffs to survive, he also took a counterintuitive approach by continuing to open new routes. His operational strategy involved seizing travel destinations, ensuring cargo transport availability even before travel demand recovered, and continuing to serve the few but loyal passengers.

Listed on the stock market on September 2022, Starlux Airlines started flights to Okinawa and Sapporo on October 28, and resumed flights to Da Nang, Vietnam. By the end of the year, the Starlux fleet size reached 19 aircraft, including 13 A321neo, four A330neo and two new A350 aircraft. In January 2023, Starlux introduced A350 B-58502, further expanding its fleet.

In 2023, as global borders reopened and people returned to their previous travel patterns, Starlux Airlines actively expanded and developed global routes. In Asia, new destinations were added in Japan, such as Sendai, Kumamoto and Nagoya. In Thailand, direct flights to Chiang Mai were launched, and a third destination, Clark, was added in the Philippines. Simultaneously, Starlux Airlines entered the North American market, opening routes to Los Angeles and San Francisco for the convenience of travellers.

In terms of marketing strategy, Starlux Airlines actively promoted cross-industry collaborations, such as launching a themed flight in partnership with the popular animated movie Spider-Man: Into the Spider-Verse. Additionally, collaborating with the Estée Lauder Group, Starlux introduced its first painted aircraft, using a pink ribbon to promote breast cancer prevention.

With flexible marketing strategies and a distinctive corporate image, Starlux Airlines has built a close relationship with its fans, opening up new possibilities for the aviation industry.

Impacted Industries


Awards


2021

France’s National Legion of Honor, Rank of Knight

Did You Know?


Guo Wei Chang's Starlux and 7-Eleven launched the Star Aerospace x 7-Eleven Concept Store, a futuristic aviation-themed convenience store in Dunbei.

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