Lufthansa changes its Italy strategy
Lufthansa is reshaping its presence in the Italian market to streamline operations. The Lufthansa Italia brand will be eliminated.
The Lufthansa Italia brand, which was launched in 2008, will only be retained until the end of the summer timetable on 29 October 2011. The Airbus A319 aircraft currently operated by Lufthansa Italia will be deployed elsewhere within the Lufthansa Group from the start of the 2011/2012 winter timetable.
At the same time, Lufthansa foresees double-digit growth in its offering to Italy, which it already serves frequently from its Frankfurt and Munich hubs. Air Dolomiti will also increase flight frequencies to Germany in its route network, which focuses on connecting the major economic centres in Northern Italy with Lufthansa’s Munich base. Together, Lufthansa and Air Dolomiti currently serve 19 destinations in Italy.
Lufthansa CEO and Chairman Christoph Franz: "When we launched Lufthansa Italia three years ago, we filled a gap that had emerged in Milan following Alitalia’s withdrawal from Malpensa and the end of our cooperation with Air One. However, given the slump in prices on European routes and the competition, it was extremely difficult to establish a profitable European network under a separate brand. It therefore makes sense to focus the Lufthansa Group’s offering on connecting the Italian market to the Group’s hubs”
Michael Kraus, CEO and President of Air Dolomiti will be responsible for realigning Lufthansa’s and Air Dolomiti’s presence in the North Italian market. Thomas Eggert took over as Sales Director in Milan on 15 April 2011.