LATAM is recognized worldwide as the brand with the greatest improvement in customer experience
Once again, international accolades recognize the airline for its onboard experience. This time, the new Signature check-in in Lima, the Lounge and its hospitality-focused areas, and the aesthetics of the Premium Business cabin were all recognized
One of the LATAM Group's strategic focuses has been strengthening the customer experience through new services and innovative initiatives. In this context, and for the eighth time in its history, the airline was recognized in 2025 as the "Design Airline of the Year - South America" and, for the first time, as the "Most Improved Brand" at TheDesignAir™ Awards, an annual event organized by this website focused on aviation design and passenger experience.
These awards recognize airlines for their achievements in design, product, and branding across various categories. This year, LATAM received the highest distinction in two categories, thanks to the new Signature check-in in Lima, the Lounge—with its new areas focused on the hospitality that reflects the airline's identity—and, in addition to these initiatives, the aesthetics of its Premium Business cabin, which was completely renovated, drawing inspiration from the landscapes that define the continent: the deep blues of the Pacific, the lush greens of the Amazon, and the burnt ochres and sandy tones of the Andes and Atacama.
According to the organizers, these designs, taken together, create an atmosphere of natural elegance, imbuing every surface with the essence of South America. The patterns, in turn, are designed using the LATAM logo and inspired by the works of Brazilian modernist architect Oscar Niemeyer, giving the onboard elements a unique and timeless visual identity.
Additionally, LATAM introduced new amenity kits, offering an authentic and sophisticated experience in keeping with Latin American identity. Among their key features are cosmetic products from Costa Brazil, a brand renowned for its sustainable approach and inspiration drawn from the natural resources of the Amazon.
“LATAM Airlines is proud to be recognized by TheDesignAir as the Best Designed Airline in South America and the Most Improved Brand in 2025, distinctions that together celebrate our achievement of becoming the continent’s leading airline. LATAM’s multi-year initiative to position itself among the top airlines in the Americas combines a relentless focus on delivering an authentically South American experience with a world-class vision in design and hospitality. We thank our customers for their trust and appreciation, which inspire us to continue elevating our travel experience,” said Dominic Purvis, Chief Product and Experience Officer of LATAM Airlines Group.
It is important to note that the winners of this twelfth edition of the awards - which have become one of the most respected accolades in aviation - are chosen by a mixed jury composed of industry experts, frequent flyers and TheDesignAir team.
These accolades add to others obtained by LATAM during 2025, such as the highest rating of "Five-Star Global Airline" at the APEX awards, for the fourth consecutive year; the award for "Best Airline in South America" at the Skytrax World Airline Awards; and four international distinctions at the Pax International Readership Awards, which recognize excellence in the travel experience.
Ongoing improvements for a better experience
LATAM has been consistently implementing new service improvements, which have been widely praised by passengers. In addition to the new Premium Business cabin experience, the new Business Suites, launched in April of this year, feature individual doors for greater privacy and comfort. Inspired by Brazilian and Andean landscapes, these cabins include fully flat seats, 18-inch HD screens, and USB charging ports, significantly enhancing the onboard experience.
In addition, there is onboard Wi-Fi connectivity, available on 90% of narrow-body aircraft, and LATAM Signature Check-in, which allows Black Signature and Black members to check in at exclusive areas in the airports of Santiago (Chile), Lima (Peru), and São Paulo (Brazil). In the latter case, specifically at Congonhas and Guarulhos airports, LATAM maintains a strategic alliance with Audi for remote boarding.
And the lounges in Santiago (Chile), the largest in South America, highly appreciated by customers; and Lima (Peru), recently opened and divided into areas –Signature and Premium Lounges–, with an outstanding architectural design.
Source: LATAM Airlines.