fbpx

ITA Airways-LH and the undiminished appeal of the Alitalia brand

By Monday, 26 February 2024 10:22

Occasionally things can come back again. And this is indeed the case with the Alitalia brand, which could soon return to fly the blue skies of Italy and around the globe. A possibility that was leaked, more or less clearly, by Antonino Turicchi the executive chairman of ITA Airways when commenting on the airline's 2023 budget. 

A budget that highlights how the carrier has “stopped burning money” and can indeed start “making a profit,” but which, nevertheless, comes up against the obstacle course mapped out by the European Commission, which still has to express its go-ahead for the acquisition of ITA by the Lufthansa group. Indeed, in the last few days a series of “extreme” requests have arrived, as have some tough “sacrifices” for both sides if the merger is to go ahead. These go from the cession of precious slots, to support for competitors to increase competition on routes identified as problematic.

Or course the brand is given as a winner, a nostalgic symbol of that time (another century and another world) when flying was almost a privilege, and synonymous with impeccable service and quality. A fascination that, it goes without saying, rises above the “negative” image the brand had in the latter years of the company's life, when Alitalia was synonymous with bad financial management and operating in the red.

"It will be back," the executive chairman declared, confirming what had already made headlines in 2022, although the last word on the matter rests with the Germans. One thing is certain, the brand acquired for €90 million by ITA Airways in September 2021 was clearly not meant to be hidden under a bushel. A couple of years ago there was talk of a return of the iconic brand on planes operating intercontinental routes, and today there are suggestions that a potential union between ITA and Air Dolomiti (the division, or rather the Italian “gem” of the Lufthansa group) could fly under the Alitalia brand. But only once LH has completed its entry into up to 90% of ITA’s capital. A path which, as we mentioned at the start, is still an uphill one.

Mariella CattaneoMariella Cattaneo
Journalist

Image

Latest Video

Frasassi Caves at Las Vegas Travel Agent Forum
Video

Frasassi Caves at Las Vegas Travel Agent…

Frasassi Caves (Grotte di Frasassi), one of the most beautif…

131
Frasassi Caves at Las Vegas Travel Agent Forum
Video

Frasassi Caves at Las Vegas Travel Agent…

Frasassi Caves (Grotte di Frasassi), one of the most beautif…

131

- Our Partners -

- Under the patronage of the Italian Tourist Board -

Image
© 2021 Travel Open Day Srl | All Rights Reserved. - P.IVA IT13119651001