SINGAPORE (Aug 21): Singapore Airlines (SIA) and China’s Alibaba Group have established a strategic partnership that extends across areas including flight ticket sales, loyalty programmes, marketing initiatives, cloud services, payments and logistics.

The collaboration aims to enhance the customer experience for travellers through the “transformative potential of technology”, as well as allows SIA and Alibaba to join forces in other areas, say both groups in a joint release on Tuesday.

It also encompasses several players in Alibaba’s ecosystem of units and services including online travel platform Fliggy, Alibaba Cloud, Alipay and Cainiao Network.

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