Avianca brings business class back to single-aisle fleet

Avianca is bringing business class back to a subset of routes served by its A320 fleet. The carrier rebranded its business class offering as “Insignia” for both the A320s and 787s. While the 787s already had a proper business class option on board the concept was removed from the A320s just a couple years ago. It is back now, and that might not be such great news for passengers.

We are thrilled to have renewed the ‘Business Class’ experience on flights to the Americas’ main capitals, thereby offering our customers multiple options on how they want to fly.

– Manuel Ambriz, Avianca’s chief commercial officer

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From 2021 to 2023 Avianca reconfigured its fleet, removing the business class cabin in favor of three options: Premium, Plus, and Economy. All were sold as economy class tickets, with a surcharge for access to the Plus (extra legroom) or Premium (middle seat blocked + extra legroom) sections once the ticket was purchased. With this new plan the seats previously sold as Premium will be marketed and sold as the Insignia business class cabin on 11 routes in the Avianca network.

The Insignia cabin will keep the blocked middle seat. It will also offer an upgraded on-board experience. Passengers will receive a pillow, blanket and amenity kit at boarding. They will also be served a meal, drinks, and snacks throughout the flight. Lounge access will be available on the ground in some markets.

Those upgraded soft touches come at a price, however. Spot-checking several markets showed “upgrading” to the Premium seats on board ranging from $75-115 per segment. The fare difference from economy class to business class a month later, with the new Insignia marketing in play, typically came in more than double those numbers.

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The new approach offers significant flexibility for the carrier. It need not dedicate specific aircraft to these routes. It also (as implied above) allows for opportunities to boost revenue. Even beyond the one-way segments, the offering should allow Avianca to sell connections within the Americas to its long-haul business class operations more seamlessly. It will make the carrier more competitive in some markets where it does not offer the 787 as an onward connection in the Americas.

The Insignia product will be sold on the A320neo fleet for flights between Bogotá and Santiago de Chile, São Paulo, Buenos Aires, Montevideo, Rio de Janeiro, Miami, Washington, New York, Boston, Toronto, and Mexico City.