The Lufthansa Group’s holiday airline, Eurowings Discover, has been rebranded Discover Airlines so that it can establish its own unique image.
On September 4, Lufthansa unveiled the airline’s new blue and yellow livery on an Airbus A320 in preparation for its inaugural passenger flight yesterday, September 6, to Palma de Mallorca.
Lufthansa explained that the rebranding of Discover would emphasise the airline’s new identity and assist it in differentiating itself from the Lufthansa Group budget subsidiary, Eurowings.
“The aim is to further sharpen the profile of Eurowings Discover as the Lufthansa Group's quality leisure airline in Germany and to position the airline clearly in the vacation and private travel segment. In this context, it was also decided to further develop the existing brand," said a Lufthansa spokesperson.
The main difference between the airlines is where each airline maintains a base. Discover operates leisure routes from the Frankfurt and Munich hubs, while Eurowings has bases in Berlin, Düsseldorf, Hamburg and Prague.
“We have built up our airline in a record time of two years,” said Discover CEO, Bernd Bauer. “The start-up phase is behind us and we are working on sharpening our profile as well as a clear positioning in the segment of higher-value leisure travel.”
With twelve long-haul aircraft, Discover Airlines now stands as the Lufthansa Group’s third-largest long-distance flight provider after Lufthansa and SWISS. Furthermore, the airline is set to add six more aircraft to its fleet by mid-2024 including five Airbus A320s and one Airbus A330. This success has prompted the airline to redefine its image and strengthen its identity in the market, says Bauer.
Discover serves a wide range of leisure destinations that include Anchorage, Cancun, Orlando, and Tampa in the Americas; Kilimanjaro and Victoria Falls in Africa; and a wide range of Mediterranean destinations like Corfu, Mykonos, and Rhodes.
