SkyTeam Status Match - ITA Airways

[dairyfloss]

Found this just recently and thought it rather interesting. I don't have all the history - just of their financial troubles - but to me it seems a good thing, for hearts and minds, to go back to referencing the legacy brand of Alitalia in some way.

The power of a brand is one of the most difficult things to quantify in any business, and every company deciding to undergo a rebranding exercise always does it with a good dose of circumspection and fear. When the Italian flag carrier Alitalia decided to “retire” its brand in October 2021 as part of the salvage/takeover operation by Lufthansa there wasn’t much of a choice: operational discontinuity between the old and the new was a paramount need to get the approval from the European Commission so that the Italian Government could provide enough funds to convince the German carrier to take over the troubled Italian airline.

So the new ITA Airways brand was created, and the Alitalia brand, valued at 90 million Euros ($100.5m) during the liquidation procedure of the “old company,” was maintained by the new property and kept on ice.

On Friday [27 Sep 2024], during a presentation of the financial results for the first six months of 2024 in Milan, ITA Airways announced the reappearance of the old Alitalia brand, a symbol that used to have value in the early days of the jet era and during the first years of air transportation for the masses.

More in article here:

ITA Airways Revives Alitalia Brand | AirlineGeeks.com

during a presentation of the financial results for the first six months of 2024 in Milan, ITA Airways announced the reappearance of the old Alitalia brand.

airlinegeeks.com

Cheers,
Matt.

 

[aaa99]

Just flew China Airlines and the ITA status came in handy.

Tried to enter my ITA number while booking but the airline was not listed in the drop-down list of Skyteam airlines. After booking, I tried Czech airline website which unfortunately had closed down. Saudia was saying my ITA number was incorrect. Finally, funnily enough, the website of the newest member (SAS) came to the rescue and I was able to enter it in.

China airlines still wouldn't reflect this but after online check in, the boarding pass showed Sky priority.

Got priority checkin, lounge access and priority baggage. On board the longer TPE-MEL, there was more recognition with personal welcome and additional amenities. I wonder if this is a China Airlines thing or Skyteam airlines do it across the board.

The A321N from NRT to MEL had an amazing interior, felt like a space ship

 

[PERLHR]

Found this just recently and thought it rather interesting. I don't have all the history - just of their financial troubles - but to me it seems a good thing, for hearts and minds, to go back to referencing the legacy brand of Alitalia in some way.



More in article here:

ITA Airways Revives Alitalia Brand | AirlineGeeks.com

during a presentation of the financial results for the first six months of 2024 in Milan, ITA Airways announced the reappearance of the old Alitalia brand.

airlinegeeks.com

Cheers,
Matt.

Sorry maybe a touch of topic...Branding certainly is important in all walks. Some positive and some negative. Time will tell if this really is positive as the Alitalia brand certainly had some issues with the airline no longer with us. Swissair of course dropped the air bit and bolded up the Swiss logo. Everything else pretty much remained intact. British Airways some years ago decided to have various tails on their aircraft representing various things. I'm sure a saw clip somewhere of at the time PM Thatcher putting a handkerchief over the tail of a model aircraft sporting some bright colours stating that there is nothing "British" about that. Oh how times have changed....and maybe not for the better!

 

[GDale]

Update on MF - status still not recognised in system at MEL but the station manager now has an exceptions process! Took a photo of the physical card and proceeded to issue a lounge pass for the Marhaba lounge with no fuss. A much better experience compared to ~6 months ago. Marhaba lounge actually has a decent range for breakfast, and MF elites (airline sponsored guests generally it seems) get an entitlement to some wonton noodle soup that priority pass holders don't seem to get (not a big loss not to have it honestly).

 

[SYD]

So those playing the long game for *A status might be in luck.

Italy’s ITA to join Star Alliance

The world’s largest airline alliance will soon gain another European member…

www.executivetraveller.com

But will other *A members honour it…?

 

[WilsonM]

So those playing the long game for *A status might be in luck.

Italy’s ITA to join Star Alliance

The world’s largest airline alliance will soon gain another European member…

www.executivetraveller.com

But will other *A members honour it…?

They're tipped to become a part of Miles and More, and will integrate as such - obviously up in the air, but I can't see *A members denying Lufthansa Group status - they'll effectively be like LX and OS

 

[SYD]

They're tipped to become a part of Miles and More, and will integrate as such - obviously up in the air, but I can't see *A members denying Lufthansa Group status - they'll effectively be like LX and OS

My comment was tongue check - based on the early false starts with the rebooted ITA (there’s a thread or two here somewhere).

But yes, if it roles in LH group and part of M&M, then that would make sense.

Hopefully they’ll give the option to merge existing M&M accounts (not that I use mine…).

 

[PERLHR]

My comment was tongue check - based on the early false starts with the rebooted ITA (there’s a thread or two here somewhere).

But yes, if it roles in LH group and part of M&M, then that would make sense.

Hopefully they’ll give the option to merge existing M&M accounts (not that I use mine…).

Yeah I'm the same. Sitting in elite tier and never flown them. Will be interesting to see what they offer if anything.

 

[WilsonM]

My comment was tongue check - based on the early false starts with the rebooted ITA (there’s a thread or two here somewhere).

But yes, if it roles in LH group and part of M&M, then that would make sense.

Hopefully they’ll give the option to merge existing M&M accounts (not that I use mine…).

Ah, the old sarcasm-failing-to-pass-through-internet fail, my bad!

I did think that was a reference to the fact that half the SkyTeam airlines don't recognise it, which is a valid comment!

 

[clifford]

So those playing the long game for *A status might be in luck.

Italy’s ITA to join Star Alliance

The world’s largest airline alliance will soon gain another European member…

www.executivetraveller.com

But will other *A members honour it…?

Won't help me at all. I'm already lifetime *G. I'd have been happier if it had stayed (partially) Skyteam. However, I have flown AZ in business class a couple of times recently, and they just made it too difficult to get the points credited, as it was part of an EY ticket. So, perhaps, good riddance...