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Avianca Airlines Unveils New Brand Concept and Reinvention Results

Avianca Airlines Unveils New Brand Concept and Reinvention Results

The Sky Belongs to Everyone: Avianca Airlines Unveils New Brand Concept and Reinvention Results


MIAMI, October 18, 2023- After nearly two years of transformation since its successful exit from Chapter 11 and under the slogan, “the sky belongs to everyone,” Avianca Airlines unveiled its new brand. After 104 years of operation, being the second oldest airline in the world, Avianca bid farewell to the uppercase “A” and welcomed the lowercase “a” as a symbol of a company that, by combining the best of its over 100 years of flying with the practicality and flexibility of the modern low-cost world, has ceased to be for a few and is now for everyone.

“The more than 180 days that our planes spent on the ground due to the COVID-19 pandemic were dark days,” said Adrian Neuhauser, CEO of Avianca. “We knew that our airline was at risk of disappearing, as was the connectivity of the countries and regions where we operated and the jobs we generated. But it was also during that time that we saw that it was not only possible but also necessary to achieve a different Avianca, one that is more open, closer, more accessible, and with more for everyone. After nearly two years, that new Avianca is here.”.

Neuhauser added, “This is perhaps the greatest reinvention of an airline in the history of aviation. That’s why today we say hello to Avianca in lowercase and goodbye to the uppercase ‘A’ of the past. This is a brand that honors our history and at the same time represents what we are today, a renewed Avianca: friendly, agile, accessible, attentive and cheerful. An Avianca that looks you in the eye and calls you by your name. An Avianca where everyone is welcome and where the sky belongs to all.”

The new Avianca is the result of the strategic projects that have been implemented to date to become a more efficient, competitive and sustainable airline, including:

More first-time customers flying, with more seats and better prices:

  • 20% more capacity in the A320 fleet with 180 seats for everyone
  • 39 million seats available in 24 countries
  • 32.5 million passengers flying throughout the network in 2023
  • 16% of the customers are flying for the first time with Avianca


Avianca’s customers fly on time and arrive with all their luggage:

  • Punctuality (OTP): 89.8%, the most punctual in the world for September (Cirium)
  • Compliance (SC): 99.6%
  • Baggage irregularities (MB): 1.36 per 1,000 customers


Fewer aircraft types, a simplified fleet:

  • Only two types of aircraft: A320 and 787, with a total passenger fleet of 140 aircraft


More airplanes arriving to increase capacity:

  • 16 more A320 aircraft starting this month and an additional 100 A320neo aircraft from 2025


The regions in Colombia are more connected than ever:

  • 31.9 million seats available in Colombia, with more than 26.9 million customers flying within and outside the country in 2023
  • 21.8 million seats available in Colombia’s regions, with more than 18.0 million customers flying in 2023


More customers choosing how they want to fly and paying only for what they need:

  • 4 sizes in Economy (XS, S, M, L) and one in Business (XXL) for flights in America
  • 3 sizes in Economy (S, M, L) and one in Business (XXL) for flights in Europe
  • 15 additional products and services for customization


More people flying to new destinations with fewer layovers:

  • 146 routes, 74 destinations, and 24 countries in operation by the end of 2023
  • 26 new routes in 2023, including eight new destinations: Ipiales, Cusco, Belo Horizonte, Manaus, Boston, Chicago, Las Vegas and Oakland


A more sustainable operation for our environment:

  • 25% less carbon footprint per passenger transported, mainly thanks to fleet simplification and the reconfiguration of the A320 aircraft


More travelers enjoying LifeMiles, the most recognized loyalty program in the region:

  • 12.4 million members
  • 11 Avianca lounges in Colombia and El Salvador available to everyone


Avianca Cargo in the Top 3 of cargo airlines in the Americas:

  • 258,000 tons of cargo transported to and from the region
  • 34% more tons of flowers delivered to the world on Mother’s Day and Valentine’s Day


About Avianca Group

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. More information at