Avianca Airlines logo 2023

Avianca Airlines Unveils New Brand Identity in 2023

Avianca Airlines, the world’s second oldest airline with a rich history spanning 104 years, has launched its rebranded identity.

Moving away from the uppercase “A”, the airline now embraces the lowercase “a”, symbolizing its transformation into a more accessible and inclusive airline for all.

Adrian Neuhauser, CEO of Avianca, reflected on the challenging times the airline faced during the COVID-19 pandemic. “The days our planes remained grounded were indeed dark. The very existence of our airline was at stake, along with the connectivity of the regions we served and the jobs we provided. However, it was during this period that we envisioned a rejuvenated Avianca – one that’s more open, closer, and accessible to everyone. Today, that vision has come to fruition.”

Neuhauser further emphasized the significance of this rebranding, calling it “perhaps the greatest reinvention of an airline in aviation history.” The new Avianca, he said, is “friendly, agile, accessible, attentive, and cheerful. It’s an airline that values personal connections, ensuring everyone feels welcome.”

This rebranding is not just cosmetic. It’s backed by strategic projects aimed at making Avianca more efficient, competitive, and sustainable. Some of the notable changes include:

  • Increased Capacity and Accessibility: With 20% more capacity in the A320 fleet and 39 million seats available across 24 countries, Avianca aims to serve 32.5 million passengers in 2023. Remarkably, 16% of these customers will be flying with Avianca for the first time.

  • Punctuality and Efficiency: Avianca boasts an impressive On-Time Performance (OTP) of 89.8% and a baggage irregularity rate of just 1.36 per 1,000 customers.

  • Fleet Simplification: The airline will operate only two types of aircraft – the A320 and 787, with plans to add 16 more A320 aircraft this month and 100 A320neo aircraft from 2025.

  • Enhanced Connectivity: Avianca is set to offer 146 routes across 74 destinations in 24 countries by the end of 2023, including 26 new routes.

  • Sustainability: The airline is committed to reducing its carbon footprint by 25% per passenger, primarily through fleet simplification and the reconfiguration of the A320 aircraft.

Avianca’s transformation also extends to its loyalty program, LifeMiles, which currently has 12.4 million members and offers 11 lounges in Colombia and El Salvador.

Avianca’s rebranding is not just a change in logo but a comprehensive shift in its vision and operations, ensuring it remains a leading force in the aviation industry.

AVIANCA includes Avianca – a Star Alliance member-, LifeMiles and Avianca Cargo. In passenger transportation, Avianca, with more than 103 years of continuous operation since 1919, is the leading airline in Colombia, Ecuador, Central America and has one of the largest air operations in Latin America with 144 routes, 4,200 weekly flights and a fleet of 128 Airbus 320 and Boeing 787 Dreamliner aircraft, connecting to around 71 destinations in 24 countries in the Americas and Europe. In 2022, Avianca carried 24.6 million passengers with the operation of more than 187,000 flights. Its loyalty program, LifeMiles, is one of the largest in Latin America with more than 12.4 million members and 500 allied brands. In cargo transportation, Avianca Cargo is a leader in the region and is the main operator in different markets in the Americas. It serves more than 50 destinations with a fleet of Airbus 330 freighters, in addition to operating bellies in passenger aircraft. In 2022, Avianca Cargo transported more than 450,000 tons of cargo. Avianca today has a team of more than 12,000 people committed to providing safe, convenient, affordable and friendly service to its customers.

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