In the dynamic world of aviation, staying relevant requires adaptability and foresight. Lufthansa Group, with its rich history and vast network, has embarked on a new journey by transforming its leisure carrier, Eurowings Discover into the freshly rebranded Discover Airlines. This change, however, goes beyond mere aesthetics; it’s a strategic move reflecting the group’s aspirations for the leisure travel segment.
The Rationale Behind the Rebrand
Eurowings Discover, Lufthansa’s foray into the long-haul low-cost market, was conceived with a vision to redefine leisure travel. The airline was designed to cater to the modern leisure traveller, offering affordability without compromising on the quality synonymous with the Lufthansa name.
Initially launched with repurposed Lufthansa planes, however, the pandemic led to strategic shifts. Lufthansa envisioned bolstering its tourist-oriented presence, with plans for Eurowings Discover to operate from its primary hubs in Frankfurt and Munich. Amidst these changes, a significant move was the decision to make Berlin Brandenburg Airport (BER) its hub, emphasizing the airline’s commitment to Berlin and leveraging opportunities the new airport presented.
The decision to transition and rebrand from Eurowings Discover to Discover Airlines was not taken lightly. Lufthansa identified the need to give its leisure carrier a distinct identity, one that would resonate deeply with its target audience. The name Discover Airlines perfectly encapsulates the essence of leisure travel: exploration, adventure, and the thrill of new experiences. Moreover, this rebranding is a step towards establishing Discover Airlines as a top-tier leisure carrier, not just within the confines of Germany but on an international scale.
Charting the Course for Discover Airlines
In a mere span of two years since its inception, Eurowings Discover has made remarkable strides. The airline has onboarded a whopping 2,000 employees and integrated 22 aircraft into its fleet. With connections to 60 global destinations, it has firmly established its footprint in the leisure travel segment. As the airline looks ahead, there’s anticipation in the air. A network expansion is on the horizon for next year, with the fleet projected to grow to 28 aircraft.
However, the journey hasn’t been without its challenges. The Lufthansa Group’s strategy concerning Eurowings and the newly christened Discover Airlines raised eyebrows and sparked discussions in the aviation community. The positioning of Discover Airlines within Lufthansa’s brand portfolio was initially ambiguous. But as the dust settles, it’s evident that Discover Airlines’ role as a dedicated leisure carrier is well-defined and poised for growth.
Wrapping Up
The metamorphosis of Eurowings Discover into Discover Airlines signifies Lufthansa Group’s dedication to enhancing the leisure travel experience. With a rejuvenated brand and a clear vision, Discover Airlines is gearing up to redefine leisure air travel, promising not just journeys but lasting memories.
