By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Travel Radar - Aviation NewsTravel Radar - Aviation News
  • Breaking News
  • Aviation
    • Aircraft
    • Airlines
    • Airshow & Events
    • Careers
    • Manufacturing
  • Travel
    • Airports
    • Points & Loyalty
    • Technology
    • Trip Reviews
  • Newsletters
Reading: What’s The Destiny of Alitalia’s Brand?
Share
Sign In
Notification Show More
Font ResizerAa
Font ResizerAa
Travel Radar - Aviation NewsTravel Radar - Aviation News
  • Breaking News
  • Aviation
    • Aircraft
    • Airlines
    • Airshow & Events
    • Careers
    • Manufacturing
  • Travel
    • Airports
    • Points & Loyalty
    • Technology
    • Trip Reviews
  • Newsletters
Signin Sign In
Follow US
Copyright © Travel Radar Media Ltd. 2025 | All Rights Reserved
Travel Radar - Aviation News > News > What’s The Destiny of Alitalia’s Brand?

What’s The Destiny of Alitalia’s Brand?

Giacomo Amati
Last updated: 26 July 2021 16:14
By Giacomo Amati
4 Min Read
Share
Alitalia A319 moments before landing. Photo by Kambui
SHARE

ITA – Italia Trasporto Aereo – is getting ready to take to the skies. But will the newly borne Italian flag carrier inherit the well-known Alitalia brand?

Summary
Discontinuity means no direct transfer of the Alitalia brandWho will be in charge of the public tenders?How much is the Alitalia brand worth?

Discontinuity means no direct transfer of the Alitalia brand

The EU Commission has always underlined the importance of discontinuity between the new Italian national airline and Alitalia. Therefore, ITA will not automatically inherit Alitalia’s brand. Instead, ITA will have to take part in a public tender to purchase the tricoloured A.

The public tender must be “opened, transparent and not discriminatory,” according to the principles set by the EU Commission in the negotiation with the Italian government, which led on July 15th to the deal for the launch of the new carrier. However, Alitalia’s commissioners still have a long way to go. Indeed, ITA is not yet an airline; before it becomes one, the competent authorities will have to revoke Alitalia’s Air Operator Certificate (AOC), which will then be assigned to the new airline, ITA.

Who will be in charge of the public tenders?

Alitalia’s commissioners, Giuseppe Leogrande, Gabriele Fava, and Daniele Santosuosso, will have the heavy responsibility of setting up the public tenders for the brand, handling (3 thousand employees) and maintenance (1 thousand employees).

According to some sources, the tender for the brand should be prepared as soon as possible. Indeed, ITA considers the Alitalia brand essential for its start in October. The statement of the board of directors dated July 15th reads:

The Alitalia brand will be sold through a public tender, launched and managed by Alitalia in extraordinary administration, in which Ita will participate as it considers the brand essential to the implementation of the industrial plan.

Some aspects that need to be defined are the conditions required to take part in the tender, such as the company’s nature, which will probably need to be an airline, and its characteristics, dimensions, and range of action. 

Not only ITA, but other Italian and foreign competitors will have the chance to take part in the tender. A few days ago, Ryanair made public that it is interested in buying Alitalia’s brand to add it to its activities. Before that, Ryanair’s CEO, Eddie Wilson, stated that the Irish low-cost carrier (LCC) was ready to re-protect Alitalia’s passengers who had bought tickets for a flight after 15th October, the day Alitalia will cease operations for good. Last but not least, Ryanair could be one of the airlines that will take advantage of the slots Alitalia will give up in October.

Ryanair at stand in Athens. Photo by Markus Winkler

How much is the Alitalia brand worth?

According to Leogrande, Alitalia’s brand is worth € 150 million. Therefore, the brand should not be sold for less; however, if more than one airline was interested in buying it, its price could increase. Leogrande is said to be willing to weigh the price of Alitalia’s brand according to the number of slots ITA will inherit from the Italian flag carrier. Moreover, not until ITA has bought Alitalia’s brand will it be able to use Alitalia’s internet domain.

The only branch ITA will buy directly from the commissioners with a direct negotiation is the aviation branch, which is said to be worth approximately € 400 million.

Do you think ITA will manage to buy Alitalia’s brand in the end? Let us know in the comments below! 

You Might Also Like

Flybe to Launch New Routes Next Week
KLM Suspends All Flights to Ukraine
Lufthansa Agrees to €9 billion Stabilization Package after Surrendering Slots in Munich and Frankfurt
WestJet places largest-ever aircraft order with Boeing
What is the Boeing 737 MAX 8200?
Share This Article
Facebook Twitter Email Copy Link
What’s your thoughts?
Love0
Sad0
Happy0
Angry0
Giacomo Amati
ByGiacomo Amati
Follow:
Aviation Reporter - Giacomo has been passionate about commercial aviation since his very childhood. Currently, he is pursuing a Master in Air Transport Management at the University of Surrey, UK. His expertise within the industry entails an internship with Emirates Airlines in Milan Malpensa airport and a bachelor's thesis on the financial status of the former Italian national carrier, Alitalia. Besides aviation, Giacomo loves foreign languages, German being his favourite one, and travelling.
Previous Article The Unnamed Heroes Behind an Incident- Rescue from Fire Fighting Services.
Next Article Plane Spotter Saves Pilot’s Life After Noticing Jet Malfunction
Subscribe
Login
Notify of
guest
guest
0 Comments
Oldest
Newest Upvoted
Inline Feedbacks
View all comments

Stay Connected

FacebookLike
TwitterFollow
InstagramFollow
YoutubeSubscribe

Trending News

A VietJet Thailand aircraft in the sky with pictures of flight attendants on the plane body.
Vietjet Welcomes New Wide-body Aircraft, Expands Fleet to 121
Aircraft Airline Economics Airlines Aviation
BOEING website
FAA issues $3.1million fine against Boeing for safety violations between 2023-2024
Aircraft Airlines Aviation
Cathay congratulates the Belt and Road Summit on its 10th anniversary
10th Belt and Road Summit, Cathay Congratulates the Hong Kong Government
Airshow & Events Aviation Travel
IndiGo cargo
IndiGo expands its network to Purnea, its 94th domestic destination
Aviation Route Development
Lufthansa Technik's 100th LEAP engine Induction
Lufthansa Technik celebrates its 100th CFM LEAP engine induction
Aviation Manufacturing
//

Travel Radar is the leading digital hub for all things aviation and air-travel. Discover our latest aviation news, aviation data, insight and analysis.

Discover

  • Latest News
  • Subscribe
  • Weekly Digest
  • Contact Us
  • Privacy Policy
  • About Us
  • Advertising
  • Media Coverage
  • Press & Events
  • Join Our Team
  • Our Brands

Signup to our Newsletter!

And get the latest aviation news via our weekly news digest!

© Travel Radar Media Ltd. 2015-2025 | ISSN #2635-0696 | Trademark #UK00003579704
wpDiscuz
adbanner
Welcome to the TR Community!

Sign in to your account

Not a member? Sign Up