De Telegraaf reports that Air France-KLM Group is reportedly planning on rebranding. The concept behind this seems logical enough, though this would be a major undertaking…
Continue reading: Air France-KLM Group Plans Name Change, As It Continues To Grow
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I don’t mind AF-KLM, but so long as they keep distributing those little ‘Delft Blue’ houses on KL in J on long-haul, call yourselves whatever you wish. That said, it is ‘fun’ how ‘-AF’ usually stands for something else in modern slang.
"Given that we plan to add new brands" make la it seem pretty clear that TAP or no TAP, the M&A train is rolling. And I think they have the edge on TAP. Maybe LOT is next, they're on the outside of the TAJV and Skyteam is weak in eastern Europe.
(Even if the SNCF announcements are still incomprehensible)
I think you meant to write the city government of Amsterdam rather than the Dutch National government!
Blue Man Group has lawyers in Nevada on standby waiting to pounce on a wrong move here.
"European aviation is controlled by three global airline groups — Air France-KLM Group, International Airlines Group (IAG), and Lufthansa Group." <-- This is still not true.
These three together transported only about 30% of all passengers in Europe in 2025. RyanAir (Number 1) did about 17% and EasyJet (Number 5) about 8%.
the name of the group will have minimal effect on the names of the operating airlines.
I am sure LX, OS etc are not thrilled about being part of the LH Group and the same principle would apply to an airline that isn't AF or KL
I would rebrand to: Concordia Group or Alerion Group - simple / clear Dutch French connection/ history , not a color in English. If anything, I would hybridize the word blue from both languages like: BLEAU Group or BLAEW Group.
To be fair, neither RyanAir nor EasyJet are global aviation groups, so the statement is correct.
Transavia is not owned by Air France-KLM Group - it’s owned by KLM. Transavia France is owned by Air France.
KLM can't do much complaining right now as the govt it trying to kill Air Travel to Holland
never really understood, why there needs to be a group? Why not just "part of Sky team"?
Are KLM and AF products that closely aligned?
Never heard "Your flight to Singapore is operated by Korean Air, part of Korean-Xiamen team"...
For the same reason that the Lufthansa Group is called "Lufthansa Group" rather than "part of Star Alliance" and that the International Airlines Group is called "IAG" and not "part of Oneworld".
Such "names" would make the LH Group indistinguishable from - say - Singapore Airlines (which is definitely also a "part of Star Alliance") and would make IAG indistinguishable from - say - Alaska Airlines (which is definitely also a "part of Oneworld").
And also because not all airlines in the Air France-KLM Group are Skyteam members - neither Transavia, nor Transavia France, are (or ever will be) a "part of Skyteam"
There is no "Korean-Xiamen team". Korean recently acquired Asiana as a subsidiary, and owns/operates other subsidiaries, such as Air Busan, Air Seoul and Jin Air, but it has no commercial interest in Xiamen Air.
On the other hand, both Air France and KLM - along with Transavia and Transavia France - are fully-owned by the holding company currently called "Air France-KLM S.A."
KLM has been around for 109 years and is the oldest airline in the world still operational under its original name. I am sure ditching that name will be fatal for the customer experience and loyalty.
I guess KLM actually has a lot to complain while suffering under a anti-air travel goverment right now.
this is all true. I guess what I meant is I feel joint ventures and groups are making some animals "more equal than others".
I think you misunderstood the article. No one is planning to rename KLM. It's the Air France - KLM group that will get a rebranding. Individual subsidiaries will keep their current name (personally I think this trend of each of the EU3 airlines keeping five brands is a bit insane but whatever).
For the vast majority of the public, occasional travellers and most regular travellers of the related airlines, this makes absolutely no difference. So they should just do whatever pleases them and the business folk.
A great motto for NY and pretentious enough for AF-KLM? Although given the latest news, perhaps The Funk-adelic Group would work as well.
This isn't a JV. AF-KLM is one company.
Virgin is a separate company
Delta is a separate company (although it owns 49% Virgin and part of AF-KLM)
And AF, KLM, Virgin and Delta are part of a transatl JV, and also part of Skyteam.
Korean Air is not part of the JV, but part of Skyteam.
It all makes sense.
I think the best comment is the one that said that to most people it will make no difference. It made me consider how many people outside of industry people or blogs like this refer to IAG group rather than the individual airlines or the loyalty program. It is probably an expensive time consuming undertaking and for little benefit/return.
the only reason I think it *wouldn't* be called The Flying Blue Group is that AF-KLM might decide, at ske point, to sell their frequent flyer program (other airlines have done this). Blue Group is too generic.
I'm sure they'll come up with a new name that we all will hate.
And that ignorance is the reason most people are brainwashed by propaganda and global cabals can get away unnoticed.
It makes a huge difference knowing who is actually controlling the economy.
Most people don't know who is Cargill.
Most people don't realize they're customers of Blackstone, GIC, CITIC, SAFE, PIF.
That's the power of propaganda
The name can be as generic as they like. It's not gonna be used in anything concerning customers anyway. I mean, one of the big 3 is called International Airlines Group, you can't get any more generic than that.
@Ben whenever you mention IAG you always forget Level! It has its own AOC and is a real airl in be.
The trend is currently bland factual brand names: Global Coffee Company, International Airlines Group, The Boring Company...
Let's hope they find something else with some identity. And maybe ditch the Flying Blue name for something else: that brand never felt right to me.
Some of the proposals in the comments section on here are appalling.
Why not "EuroBlue Aviation Group" ?