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The New Alitalia Unveiled

ALITALIA REVEALED its strategic plans to reinvent itself at a media briefing held in Rome on January 20.


Photo Airbus

The Italian national carrier intends to add new routes to its network, upgrade its product and service standards, initiate a cost management strategy and introduce a revised corporate brand. Some of the ideas have already started to be put into action following the completion of equity investments by Etihad Airways and Alitalia’s existing shareholders on January 1.

“The energies, passion and expertise I have experienced at Alitalia in recent weeks do not leave any doubt that the airline we’ve unveiled today will once again become the premium Italian airline, recognised worldwide,” said Alitalia’s recently appointed Chairman Luca di Montezemolo. Central to the overall plan is the company’s adoption of a three-hub strategy for its operations in Italy, centred on Milan/Malpensa, Milan/Linate and Rome/Fiumicino airports. Here schedules will be optimised for better connections, new routes are being planned and there will be increased use of Etihad Airways’ Abu Dhabi hub. Alitalia will also explore further opportunities with its SkyTeam alliance members, in particular Air France/KLM and Delta, as well as developing partnerships with airberlin and NIKI. Additionally there are plans to work more closely with Air Serbia and Etihad Regional.

Under its customer-first culture, the Italian carrier will introduce new product and service standards. A Customer Excellence Training Academy will deliver the required skills to all customer-facing staff; there will be updated food service options, as well as upgrades to the airline’s lounges in Rome and both Milan hubs. Underscoring all these changes Alitalia will be totally rebranded, from its aircraft through to all customer facing points. While its name will remain unchanged, the visual identity programme, it says, will seek to capture and embody the essence of Italy.

Filed Under Commercial Aviation News.


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