LATAM Airlines continues its journey of comprehensive transformation across its products and experiences, both at airports and inflight. The goal is to deliver a more cohesive, sophisticated, and authentically Latin American experience for all passengers.
Starting on 1 December 2025, Premium Business passengers will experience a newly reimagined onboard offering, featuring redesigned service elements that reflect a refreshed vision centred on design, hospitality, and a genuine connection to the region. The new colour palette, drawing inspiration from the blues of the Pacific, the greens of the Amazon, and the warm tones of the desert and Andes, aims to convey the warmth, diversity, and sophistication of South America.
“With this new concept, we aim to redefine onboard hospitality through a Latin American lens,” said Paulo Miranda, Vice President of Customers, LATAM Airlines Group. “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.”
The Premium Business cabin will showcase a renewed proposition that blends enhanced comfort, design, and hospitality. LATAM has identified several core elements that will be reflected in the onboard service. The LATAM Group will introduce new protocols focused on more personalised, high-standard service. Additionally, passengers will enjoy an upgraded coffee experience, three-course lunch or dinner menus, and a fully redesigned cocktail selection. Regarding design, all elements used by passengers have been reimagined to offer a more elegant presentation aligned with the cabin’s new aesthetic.
The visual identity draws on three design concepts: contrasting colour blocks that evoke adventure and warmth; expressive 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.
As part of this renewal, new amenity kits have also been introduced, crafted with close attention to detail. The concept blends nature and conscious luxury to offer an authentic and sophisticated experience, aligned with Latin American identity. The kits feature cosmetics by Costa Brazil, a brand renowned for its sustainable focus and inspiration drawn from the natural resources of the Amazon.
