LATAM renews its Premium Business experience inspired by the identity of South America

LATAM, the leading airline group in South America, is advancing its comprehensive transformation of products and experiences, both at airports and onboard. The goal is to offer a more coherent, sophisticated, and regionally connected experience for all passengers who choose to fly with the airline.

From December 1, passengers will begin to experience a new onboard offering in Premium Business cabins, with redesigned service elements that reflect a renewed vision based on design, hospitality, and a genuine connection to the region. The new color palette — inspired by Pacific blues, Amazonian greens, and the warm tones of the desert and mountain ranges — aims to convey the warmth, diversity, and sophistication of South America.

“With this new proposal, we want to redefine hospitality in the air from a Latin American perspective. We seek that every interaction reflects the warmth, elegance, and authenticity of our region. This redesign not only raises the service standard but celebrates the best of South America with an exclusive, personalized, and deeply connected experience,” said Paulo Miranda, Vice President of Customers of LATAM Airlines Group.

The Premium Business cabin will incorporate a renewed offering that combines greater comfort, design, and hospitality. To achieve this, LATAM has defined several focal points that will be reflected in onboard service from December 1. The group will introduce new protocols focused on more personalized, high-standard attention. Additionally, an enhanced coffee experience, three-course menus for lunch or dinner, and a completely renewed cocktail menu will be implemented. Regarding the new design, all passenger-used elements have been redesigned to provide a more elegant presentation aligned with the cabin’s new aesthetic.

The visual proposal is based on three design concepts: contrasting color blocks that convey adventure and warmth; expressive patterns integrated into every detail to reflect the product’s character; and airy neutral tones combining warm colors and soft textures to generate a sense of spaciousness, cleanliness, and sophistication.

As part of this renewal, new amenity kits have also been introduced, designed with special attention to detail. The offering, which combines nature and conscious luxury, aims to provide an authentic and sophisticated experience in harmony with the Latin American identity. The kits include cosmetic products from Costa Brazil, a brand recognized for its sustainable approach and inspiration from the natural resources of the Amazon.

These transformations are part of a long-term process that has positioned LATAM among the most internationally recognized airlines. In 2025, the LATAM group was awarded the highest rating of Five-Star Global Airline at the APEX Awards for the fourth consecutive year; chosen as the Best Airline in South America in the World Airline Awards by Skytrax; and received four recognitions at the Pax International Readership Awards, which highlight excellence in the travel experience. These awards reflect LATAM’s commitment to offering a service that projects the best of South America to the world.

Source: LATAM