AIRLINES & ALLIANCES

The sky belongs to everyone: Avianca airlines unveils new brand concept and reinvention results

As a result of its nearly two years of transformation, the airline bid farewell to its uppercase “A” and welcomed the lowercase “a” as a symbol of a company that ceased to be for a few, to become a company where “the sky belongs to everyone.” Avianca also revealed results that demonstrate increased access to air service, operational efficiency, decentralized connectivity, social and environmental sustainability, as well as the achievements of its business units LifeMiles and Avianca Cargo.

Avianca

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

Source: Avianca