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…
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Air France-KLM Group plans to rebrand
European aviation is controlled by three global airline groups — Air France-KLM Group, International Airlines Group (IAG), and Lufthansa Group. As you can see, the naming conventions here differ:
- Lufthansa Group consists of Lufthansa, SWISS, Austrian, Brussels Airlines, Eurowings, Discover Airlines, etc., yet the entire airline group is named after the “flagship” (and least profitable) airline in the group
- International Airlines Group consists of British Airways, Iberia, Aer Lingus, and Vueling, and the entire airline group has a neutral name, not tied to any one specific airline
- Air France-KLM Group consists of Air France, KLM, and Transavia, and the company also owns a minority stake in SAS, and the airline group is named after the two largest airlines in the group
For some background, Air France and KLM merged back in 2004, forming the airline group. While Air France-KLM Group was ultimately decided as the name, other concepts were also being considered at the time, like French European Airlines (which the Dutch weren’t a fan of, naturally).
The thing is, Air France-KLM is continuing to grow, with the airline group likely taking a majority stake in SAS, and also bidding to buy a stake in TAP Air Portugal. The report suggests that Air France-KLM CEO Ben Smith is behind this project, and wants to create a name that’s more inclusive for a growing group.
For now, the project is reportedly using the working title “the Blue Group,” but that’s not necessarily what it’s expected to be named. If we’re polling ideas, personally I think “the Flying Blue Group,” or something along those lines, would be a good name. After all, it would tie it into the loyalty program, and it would be the one thing potentially linking all member airlines.
These rebranding plans have reportedly drawn mixed reactions, with some viewing this as a drastic step. A company spokesperson claims that no final decision has been made yet, but acknowledged the logic of discussing a new name:
“It is perfectly logical to hold the discussion about a new name, given that we plan to add new brands to the Air France-KLM Group. After all, the current name only reflects our two historical brands.”
A renaming seems logical, but is a big undertaking
Logically speaking, I think Air France-KLM rebranding makes sense. After all, if the goal is to grow the airline portfolio, there’s value in being a bit more inclusive. It doesn’t exactly seem ideal for SAS crews to eventually welcome passengers onboard an SAS flight, “part of Air France-KLM Group,” with the airline having no part in that name.
So I’m generally a fan of the idea. However, there’s no denying this is a major project:
- Air France-KLM has a lot of name recognition, so any new name will take some getting used to
- Then there’s the general cost of rebranding, and this could even change the company’s name on the markets
- I imagine this might rub some people at KLM the wrong way, given the general tension we’ve seen over the years between KLM and the larger airline group, since the airline group is headquartered in Paris; some at KLM may view this as a deemphasizing of that brand (which, come and think of it, the Dutch government might even like?)
Bottom line
Air France-KLM Group is reportedly planning a rebranding, as it continues to add airlines to its portfolio. Back in 2004, when Air France-KLM Group was formed, the name made sense. However, as the airline group continues to grow (and is likely now entering a phase of even bigger growth), I can see the logic in adopting a more neutral name.
European airline groups are divided on this, with IAG having a generic name, and Lufthansa Group having a name that’s all about one (struggling) airline.
What do you make of the concept of Air France-KLM Group rebranding?
Some of the proposals in the comments section on here are appalling.
Why not "EuroBlue Aviation Group" ?
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.
@Ben whenever you mention IAG you always forget Level! It has its own AOC and is a real airl in be.
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.
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.
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.
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
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.
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 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).
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").
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."
this is all true. I guess what I meant is I feel joint ventures and groups are making some animals "more equal than others".
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.
50 shades of blue Group?
KLM can't do much complaining right now as the govt it trying to kill Air Travel to Holland
I guess KLM actually has a lot to complain while suffering under a anti-air travel goverment right now.
Transavia is not owned by Air France-KLM Group - it’s owned by KLM. Transavia France is owned by Air France.
It is, actually, as it serves as the low-cost side of Air France-KLM
You "own" what your wholly-owned subsidiaries own. This ain't the WSJ.
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.
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
"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%.
To be fair, neither RyanAir nor EasyJet are global aviation groups, so the statement is correct.
AF-KLM will change the name to KLM-AF .
Blue Man Group has lawyers in Nevada on standby waiting to pounce on a wrong move here.
Excelsior
Ever Upward
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.
I think you meant to write the city government of Amsterdam rather than the Dutch National government!
wHaT’s ThE dIfFeReNcE?
Nothing as far as Russian AI trolls is concerned.
Surely "Klaf" would work?
"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 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.
Only in America 1990, only in America!
So, you could say, it’s America-AF!