ITA Airways is evaluating a more substantial revival of the Alitalia brand, with CEO Jorg Eberhart acknowledging the former flag carrier’s stronger global recognition compared to its four-year-old successor. The revelation came during the IATA Annual General Meeting in Delhi, where Eberhart – representing new investor Lufthansa Group – hinted at potential branding changes as ITA prepares for Star Alliance membership in 2026.
Brand Recognition Dilemma
Eberhart confirmed the airline is exploring options beyond its current “Inspired by Alitalia” secondary branding, noting the historic Alitalia name carries significantly more international weight. “We’re investing in ITA now, but will reinvest in Alitalia in the future,” he stated, while questioning whether a mid-sized carrier like ITA (operating approximately 100 aircraft) can effectively maintain two distinct brand identities given the required marketing investments.
Strategic Branding Considerations
The CEO suggested a potential merger of the two brands rather than maintaining parallel identities, though no timeline has been set for such a transition. This deliberation follows ITA’s September 2024 introduction of “Inspired by Alitalia” branding, which initially sought to leverage nostalgia while establishing the new carrier’s independent identity. Eberhart emphasized the final decision will balance Alitalia’s legacy appeal with ITA’s modern positioning as Italy’s restructured national airline.
Operational and Alliance Context
The branding discussion coincides with ITA’s ongoing integration into Lufthansa Group’s network and its impending Star Alliance membership. Industry analysts suggest a potential Alitalia rebrand could help accelerate international recognition as the airline expands its intercontinental network, particularly in key markets like North America and Asia where the Alitalia name maintains strong residual awareness.
Fleet and Network Implications
Any branding shift would need to align with ITA’s fleet modernization program and route development strategy. The airline currently operates a mix of Airbus A220s, A320neos, and A350s, with plans to phase out remaining older-generation aircraft inherited from Alitalia’s final years. A brand transition could be timed with major network milestones or aircraft deliveries to maximize marketing impact.
