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Brussels Airlines Keeps its Focus on the African Continent

As a consequence of the COVID-19 crisis, Brussels Airlines accelerated and intensified in 2020 its transformation plan Reboot Plus, in order to pave the way for a future-proof company that is able to face the competition, with a sound and healthy cost structure.   

After the restructuring, the company started the second phase of its Reboot Plus plan: the build-up and improvement phase. Brussels Airlines now turns its attention to the future with strategic investments in an improved customer experience, new technologies, digitisation, new ways of working, and the development of its employees.

The Belgian company is transforming to become a healthy, profitable airline that offers perspectives to its customers, partners and employees; an airline with a constant focus on the environment and the reduction of its ecological footprint. A New Brussels Airlines.

“We want to clearly mark the start of the New Brussels Airlines. For our customers, who deserve the best, but also for our employees, who are committed to the transformation that we are pushing forward and to which they contribute every day. That is why today we present the visual translation of our new start. With this new brand identity, we are ready to show our customers, our employees, our partners and all other stakeholders that we are turning a page. As one of the four Lufthansa Group network airlines, we are building the way towards a promising future.  We see this new brand identity as a symbol of confidence in our company - re-emphasising our identity as Belgium’s home carrier,” said, Peter Gerber, CEO, Brussels Airlines.

During the coronavirus crisis, the African network of Brussels Airlines remained the most important market for the company, with the most stable flight offer. Also in the future, Brussels Airlines will continue to serve as the African competence center for the Lufthansa Group and continue to invest in the continent.

The first A330 aircraft - the aircraft type that Brussels Airlines operates to Africa - that will be painted in the new collors is OO-SFH and will be ready in May 2022.