Latin American airline group AviancaTaca has launched a single commercial brand, Avianca, for all of its carriers, about three years after finalising a merger that brought several airlines in the region under one umbrella.
The carrier, which joined the Star Alliance in June 2012, had said it aims to consolidate all of its airlines under the single brand of Avianca in the second quarter of 2013.
The Avianca brand will be rolled out across the group's more than 160 aircraft, ticket offices, airport lounges, corporate offices and crew uniforms across all of its airlines, says the carrier.
The airline was formed in 2010 as a result of a merger between Colombia's Avianca and El Salvador-based Taca group. The deal brought more than 10 Latin American carriers together, including Avianca and Tampa Cargo in Colombia, Aerogal in Ecuador, El Salvador's Taca International as well as smaller carriers like Costa Rica's Lacsa and Sansa and Guatemala's Aviateca.
Altogether, the group employs 18,000 staff and operates more than 5,100 weekly flights to 100 destinations in 25 countries in the Americas and Europe.
Avianca does not say today when it plans to roll out the use of a common airline code, AV, across all of its airlines. Avianca officials were not immediately contactable for comment.
The group applied to authorities in April 2013 to allow it to use Taca's airline code until end-August, as it grappled with technical issues related to the deployment of a common airline code. The carrier had signed an IT deal with Amadeus to launch a common customer management system across its airlines, and had previously said it aims to operate all flights under a single code in the first half of 2013.