After an extensive integration process following the association of LAN Airlines and TAM Airline, LATAM Airlines Group has decided to adopt a single name and identity and confirmed the new brand for the largest airline group in Latin America and its affiliates.
The new LATAM branded airline group will unite all the passenger and cargo airlines for LATAM Airlines Group.
The new group includes LAN Airlines and its affiliates in Peru, Argentina, Colombia and Ecuador; in addition to TAM Linhas Aéreas, and its subsidiary TAM Air Transport Mercosur, TAM Airlines (Paraguay), and the cargo carriers comprised of LAN CARGO, LAN CARGO Colombia, ABSA (TAM Cargo) and Mas Air.
The decision to rebrand the carriers under a single flag follows a period during which the group made great advances in achieving synergies for internal processes, network optimisation, and fleet restructuring and modernisation.
For that reason, the new brand will incorporate the most valued strengths and characteristics of both LAN and TAM, in addition to the important histories of both carriers, 86 and 39 years respectively, during which they became part of the history of the region by contributing to its growth, development and increased connectivity.
“Out of all of the options that we were considering, the name LATAM always seemed to us to be the most natural evolution of both the LAN and TAM brands, but a period of mutual understanding and maturation was necessary to make the decision.
“We knew that having a single brand was essential to consolidate the connection between LAN and TAM, and the name LATAM creates a strong identity for the airlines that form the largest airline group in Latin America.
“The new brand is born from the desire to capture the best of both identities and legacies and consolidate them to create an even stronger one that preserves the essence of each brand - an essence that is truly Latin American,” said Mauricio Amaro, president, LATAM Airlines Group.
“With LATAM we will continue on the path of leadership that LAN and TAM started in parallel, working closely together over the past three years to implement an ambitious agenda of innovative projects for our passengers to have a better experience with us before, during and after their flight.
“The passenger experience will improve with access to a single product and service within one network, more powerful online presence and integrated channels of communication, in addition to faster development of innovation and technology in the countries where the Group operates.
“LATAM will increase optimization of our fleet, provide easier access for passengers and clients to the best network of destinations in the region while offering a new in-flight experience, updates in service and in-flight entertainment, and innovative technology that gives passengers more control over their travel experience.”
LATAM Airlines Group is currently working on the new corporate brand, a process that will take approximately three years to complete and will begin to be visible in the first half of 2016 with a gradual roll-out for airports, aircraft, commercial offices, web pages, and uniforms.
Some of these change are already visible and can be observed principally in the in-flight experience with new redesigned aircraft cabins, the new VIP lounges in Sao Paulo and Santiago – the largest in the region – that are open to the public and form part of the best network of lounges for frequent flyers in the region as well as digital platforms like the option to access on-board entertainment via mobile devices.
The LATAM Airlines Group carriers will be consolidated with the objective of offering unified service in alignment with the new brand.
These changes will be announced to passengers and clients in a timely manner.
The Frequent Flyer Programs for LAN, TAM and its affiliates will continue making improvements to the existing programs with any changes also communicated in a timely manner.
After the association of LAN and TAM, the Group consolidated its operations in seven domestic markets in the region as well as regional networks within South America, international flights and cargo operations.
Together, both airlines have continued to operate as pioneers in the aviation industry with important achievements such as the unification of their network of passenger and cargo destinations and the renewal of their fleets, incorporating some of the most modern and efficient aircraft in the industry.
LAN was the first airline to take delivery of the Boeing 787 in the Americas and TAM will be the delivery client for the Americas for the Airbus A350-900 XWB.
In addition, both companies have unified the interior design of aircraft cabins and on-board service.
Both airlines have made investing in a sustainable operation a priority which resulted in LATAM Airlines Group becoming the first airline group in the Americas to join the Dow Jones Sustainability index in 2014.