In this article, Arthur D. Little's new report on Aviation Alliance Strategy is discussed. The report says that the new alliance world is not just about making different airline models work together but that deeper cooperation with suppliers will also be important. It says that distribution strategy will become the new competitive background and that relationships between airlines and third-party channel providers will grow in importance. It also says that ownership of passenger data will become a key source of competitive advantage, with those retaining control better able to conduct targeted marketing and embed the customer relationship.