Alliance options...

So! My friends in a luxon guild, and they want to switch over to kurzick. Can they change their guild's allegiance thingy? can they switch from luxon to kurzick, or do they have to just re-make the guild?

Nah, I'm pretty sure that you just need to talk to the kurzick/luxon diplomat to switch guild's faction. No need to remake the guild.

They gotta join a kurzick alliance or leave their current alliance and talk to the faction allegiance person in HzH

Neo is right, you can easily switch by talking to kurzick/luxon diplomat. Just consider that it might have negative impacts on your guild, especially if it's a larger guild. There's gonna be people who are unhappy or who needs time to switch. Personally it took me over 3-4 month to adjust after a prevois guild switched.. before I was actively working on my allegience title which I stopped after the switch.

Ok, thank you. Its mainly a small guild, but they'd rather keep their guild instead of joining ours. They've spent money on the hall and stuff, so they wanna keep it.

Yeah you can switch the guild allergience but you will lose all guilds faction.