LATAM Airlines renews its Premium Business class experience inspired by the identity of South America
The airline presents a new service and design proposal that combines sophistication, hospitality and an authentic connection with the region's landscapes and cultures
LATAM Airlines, South America's leading airline group, announced the comprehensive overhaul of its Premium Business class experience, which will begin rolling out on December 1st. The proposal covers all passenger touchpoints—from airports to onboard service—with an approach that celebrates the diversity and warmth of the region.
The new visual identity draws inspiration from the blues of the Pacific, the greens of the Amazon, and the warm tones of the desert and the Andes mountain range, reflecting the natural and cultural essence of South America. Every detail, from the materials to the textures and colors, was designed to convey sophistication, authenticity, and closeness.
“With this new offering, we aim to redefine in-flight hospitality from a Latin American perspective,” said Paulo Miranda, Vice President of Customers for LATAM Airlines Group. “We strive for every interaction to reflect the elegance and authenticity of our region. This redesign raises the bar for service and celebrates the best of South America with an exclusive and personalized experience.”
The Premium Business cabin will feature more personalized service, three-course menus for lunch or dinner, an enhanced coffee experience, and a completely revamped cocktail menu. Additionally, service elements have been redesigned to offer a more elegant presentation consistent with the cabin's new aesthetic.
The design is based on three concepts: contrasting blocks of color that convey adventure and warmth; expressive patterns integrated into every detail to highlight the product's character; and airy neutral tones that add spaciousness and sophistication.
As part of this evolution, LATAM will also introduce new sustainable travel kits, made with products from Costa Brazil, a brand recognized for its eco-friendly approach and inspiration from the natural resources of the Amazon.
These transformations are part of the long-term strategy that has positioned LATAM among the continent's most award-winning airlines. In 2025, the group was recognized with the highest Five-Star Global Airline rating at the APEX Awards for the fourth consecutive year and was named Best Airline in South America at the Skytrax World Airline Awards.