Two years after its initial launch, Eurowings Discover, a leisure airline fully owned by the Lufthansa Group, has rebranded itself as Discover Airlines. The move comes in response to market confusion regarding the carrier’s identity, as it was frequently mistaken for its low-cost counterpart, Eurowings.
The Rebranding Journey
The transformation is more than skin deep. A freshly painted Airbus A320, flaunting the new livery and registration D-AIUR, landed yesterday in Frankfurt. Over the coming months, this new aesthetic will be rolled out across all 28 aircraft in the fleet, slated for completion by 2024. The newly branded aircraft have already begun operations, flying to popular leisure destinations such as Palma de Mallorca.
Differentiating from Eurowings
Born during the pandemic with the mission of focusing more on leisure travel, Discover Airlines initially operated from Frankfurt and Munich. The airline will maintain the IATA code 4Y, the same as Eurowings Discover and closely resembling the code of Germanwings (4U), a Lufthansa subsidiary that ceased operations in 2021.
Despite sharing routes, business models, and a focus on leisure travel with Eurowings, Discover Airlines aims to distinguish itself by prioritizing trade markets, while Eurowings strives to compete with European low-cost giants like Ryanair and Wizz Air.
Leisure Travel: A Post-Pandemic Boom
The surge in leisure travel after COVID-19 has proven particularly beneficial for Southern European hubs and destinations, while business travel lags behind. This market trend aligns well with the vision and growth prospects of Discover Airlines.
A “Sun and Sea” Concept
According to the airline’s press release, the brand’s new livery is inspired by the “joy of travel” and the colors aim to evoke memories of holidays and the desire to explore. Various shades of blue in the new design symbolize the sky, horizon, and water, with yellow accents reflecting the sun and the beach. The color palette is not just aesthetically pleasing but also serves to underline the airline’s connection with the Lufthansa Group.
Expanding Operations
In addition to European short and medium-haul flights, Discover Airlines will continue to expand its long-haul network. Destinations range from Zanzibar and Punta Cana to Windhoek, Mauritius, Anchorage, Las Vegas, and Cancun. During the winter months, the airline will focus on Caribbean and North African destinations, including Barbados, Jamaica, and Cuba.
Future Plans
Bernd Bauer, CEO of Discover Airlines, stated, “We built our airline in a record time of two years, hiring around 2,000 employees and deploying 22 aircraft. We’re already profitable, and it’s a testament to the team’s hard work and enthusiasm. As we move beyond the startup phase, we are refining our profile and positioning.”
The airline plans to expand its fleet to a total of 28 aircraft by next year, adding five Airbus A320s and one Airbus A330. The brand also aims to continue its long-haul operations from Munich beginning in 2025.
Conclusion
With over four million passengers served in just two years, and code-sharing agreements with Air Canada and United Airlines, Discover Airlines is making significant strides. The carrier remains committed to working closely with tour operators, promising a “highly flexible and technological platform” that will offer efficient and reliable communication and support.
The rebranding and future plans of Discover Airlines underscore its intent to carve a unique identity within the Lufthansa Group, while capitalizing on the booming leisure travel market.
https://www.lufthansagroup.com/en/themes/eurowings-discover.html
