Lufthansa reconsiders its Italy strategy

Lufthansa and Air Dolomiti to take over role of Lufthansa Italia brand

Lufthansa is reshaping its presence in the Italian market in order to focus on its strong position there. To that end, Lufthansa’s current alignment in Italy with its core brand Lufthansa, Lufthansa Italia and the regional airline Air Dolomiti will be streamlined.
The Lufthansa Italia brand, which was launched in 2008, will be retained only until the end of the summer timetable on 29 October. The Airbus A319 aircraft currently operated by Lufthansa Italia will be deployed elsewhere in the Lufthansa Group from the start of the 2011-12 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 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.
“Bundling our services under the Lufthansa and Air Dolomiti brands will give us a clearer and more streamlined presence in the Italian market,” Lufthansa CEO and Chairman Christoph Franz explained.
[pictured: CRJ200LR in the Air Dolomiti fleet]