Avianca is busy introducing new features which are making the company look more like a low-cost airline than a legacy carrier, moving away from the former business model it operated prior to the COVID-19 pandemic and the Chapter 11 process. Starting on December 1, Avianca will offer a new in-flight sales program, with more than 40 options available for purchase.

Avianca’s new in-flight sales program

On Monday, Avianca announced the new in-flight sales program on most of its domestic and international routes. This will be available starting December 1 and will offer drinks, snacks, combos, and other products. Paula Ayala, Avianca's Director of Customer Experience and Onboard Service, said,

“After several months of listening to our travelers' feedback and adapting to the industry's challenges, we are launching our new onboard sales menu. This is a service for our customers to continue to be able to choose what they want to pay for and where they can find different options of snacks, beverages, and some additional items. You will be able to find our menu on all domestic flights in Colombia and Ecuador and international flights within the Americas. Service on flights to and from Europe and the Bogota-Los Angeles-Bogota route remains the same.”

In the program's second phase, Avianca will invite local entrepreneurs from Colombia, El Salvador, and Ecuador to sell their products onboard the airline’s flights. Additionally, in this second stage, the airline will add new forms of payment (currently, Avianca will accept only debit and credit cards, and only those branded by Visa and MasterCard), and the airline will bring in a team of what it calls 'gastronomy experts' to supply new products.

Other Avianca low-cost features?

The introduction of this in-flight sales program is the latest of Avianca’s post-Chapter-11 changes. Previously, Avianca introduced new seats, densifying its narrowbody fleet, and launched four travel schemes, allowing passengers to pay only for what they need.

Last year, Avianca announced that it would redesign the cabin of its narrowbody fleet. By introducing new seats designed by Recaro, Avianca was able to offer 20% more capacity, allowing for lower prices and a 13% reduction of CO2 emissions per passenger. The transition between cabins took place this year.

Find the latest South American aviation news here.

The introduction of the four travel schemes took place in June 2022. The airline brands these schemes XS, S, M, and L, and allow the passenger to pick the level of service they require. At the bottom end, or XS, they just get a personal item and check-in on Avianca’s website, app or kiosk. At the top end, or L, all the features are included. such as a personal item, a 10 kg carry-on baggage, a 23 kg hold baggage, check-in, itinerary changes, reimbursements, mileage accrual, and seat selection including economy plus and emergency exit seats.

Additionally, Avianca has been launching more point-to-point routes as opposed to a hub and spoke model. It is focusing more on Latin American routes, most likely strengthening its need for narrowbody jets in the future rather than long-haul widebodies.

Is Avianca turning into a low-cost carrier?

Following its emergence from Chapter 11, Avianca has been changing its business model, adapting to the new post-pandemic times. The airline has also looked to merge with truly ultra-low-cost competitors, Viva Colombia and Viva Peru.

Last week, while addressing why Colombia should approve the merger, Avianca’s CEO, Adrián Neuhauser, said that Viva generated and promoted the low-cost model in Colombia. The airline is a pioneer, promoting lower prices and democratizing air operations in the country, “which, in some way, is part of what has made Avianca have to change as well. Avianca’s changes today respond to the great reaction of the market to the product that Viva offers and leads,” he added.

What do you think about Avianca’s shift from a legacy carrier to a seemingly low-cost airline? Let us know in the comments.