Starting December 1, LATAM will roll out a refreshed Premium Business offering featuring redesigned service elements that reflecting a new vision centred on design, hospitality, and connection to Latin America.
“With this new concept, we aim to redefine onboard hospitality through a Latin American lens. 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,” said Paulo Miranda, Vice President of Customers at LATAM Airlines Group.
LATAM has identified several core elements that will be updated in the new Premium Business cabin 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 aim to 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.
A 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.
As part of this renewal, new amenity kits have also been introduced. The kits feature cosmetics by Costa Brazil, a brand renowned for its sustainable focus and inspiration drawn from the natural resources of the Amazon.
