In May 1997, United positioned itself as an airline for the 21st century by partnering with Air Canada, Lufthansa, SAS and Thai Airways to create Star Alliance: the airline network for Earth. Varig joined the alliance in October.

The company also embraced a new service ethic, the Customer Satisfaction Philosophy, to attract more of the world's frequent fliers to United. CSP was to be the basis for all of United's actions in the future, including a new global image and advertising tag line: Rising.

Information obtained from United Airlines. For more information, please contact the airline or surf to their website at the Homepage address below.