LATAM, the South American airline group, is continuing the upgrade programme of its cabin and airport products and experiences. From 1st December, a refreshed onboard experience in the Premium Business class cabins will bring in redesigned service elements with a focus on design, hospitality, and more of a South American feel.
The new colour palette is intended to reflect the warmth, diversity and sophistication of South America, drawing inspiration from the blues of the Pacific, the greens of the Amazon, and the warm tones of the desert and Andes.
LATAM has identified several core elements that will be reflected in the onboard service in its Premium Business class cabins, with a focus on a more personalised and higher standard of service. Passengers will enjoy an upgraded coffee experience, three-course lunch or dinner menus, and a redesigned cocktail selection, all served in more elegant serviceware.
The visual identity of the new service products, from cups to amenities, is drawn from three design concepts: contrasting colour blocks to evoke a sense adventure and warmth; patterns integrated into every detail to convey character; and airy neutral tones that combine warm colours and soft textures to create a sense of spaciousness, cleanliness, and sophistication.
The new range of amenity kits are designed for a sense of nature and conscious luxury, with a Latin American feel. The kits feature cosmetics by Costa Brazil, a brand with a sustainable focus, with inspiration drawn from the natural resources of the Amazon.
“With this new concept, we aim to redefine onboard hospitality through a Latin American lens. We want every interaction to reflect the warmth, elegance, and authenticity of our region. This redesign not only raises our service standards, but also celebrates the best of South America through an exclusive, personalised, and deeply connected experience,” said Paulo Miranda, vice president of customers at LATAM Airlines Group.
