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LATAM Airlines Recognized Worldwide as Brand with Greatest Improvement in Customer Experience

Dergam Mousa

LATAM Airlines Group continues to solidify its position as a benchmark in travel design and experience. In 2025, the company was once again distinguished at TheDesignAir™ Awards, one of the most prestigious accolades in the international airline industry, reinforcing a strategy centered on the passenger, regional identity, and constant innovation.

Double Recognition at TheDesignAir™ Awards 2025

For the eighth time in its history, LATAM received the award for “Airline with the Best Design in South America” (Design Airline of the Year — South America). Joining this achievement, for the first time, was recognition as the “Most Improved Brand,” awarded by the specialized website TheDesignAir™, the organizer of the annual event focused on aeronautical design and customer experience.

These awards recognize advancements in product, brand, and design across various categories, evaluated by a mixed jury composed of industry experts, frequent travelers, and the editorial team of the specialized media outlet itself.

Design Inspired by South American Identity

LATAM’s top distinction was supported by several key initiatives. Among them, the Signature check-in in Lima stands out, along with the recently inaugurated lounge in that city, which incorporates new areas designed around the hospitality that characterizes the airline.

This is complemented by the complete renovation of the Premium Business cabin, whose aesthetic draws from the continent’s most representative landscapes. The deep blues of the Pacific Ocean, the intense greens of the Amazon, and the ochre and sand tones of the Andes and the Atacama Desert are integrated into a coherent and immersive visual concept.

According to the award organizers, these elements, considered together, create an atmosphere of natural elegance that conveys the essence of South America on every surface inside the aircraft. The patterns used are derived from the LATAM logo and are inspired by works by Brazilian modernist architect Oscar Niemeyer, contributing a unique, recognizable, and timeless visual identity.

→ LATAM Airlines Presents Its New Brand Promise: “Welcome to Going Higher”

Amenity Kits and Sustainability as a Differentiating Value

Among the introduced improvements, LATAM incorporated new amenity kits designed to offer a sophisticated and authentic experience. These include cosmetic products from Costa Brazil, a brand recognized for its sustainable approach and inspiration from the natural resources of the Amazon, aligning with the region’s environmental and cultural values.

Strategic Vision Behind the Recognitions

Dominic Purvis, Director of Product and Experience at LATAM Airlines Group, highlighted the relevance of these awards for the company. As he noted, both awards celebrate the achievement of becoming the leading airline on the continent, the result of a multi-year initiative aimed at positioning LATAM among the top airlines in the Americas.

Purvis emphasized that this process combines a constant focus on offering an authentically South American experience with a vision of world-class design and hospitality, also thanking customers for their trust, which drives the continuous improvement of service.

Other Awards Won by LATAM in 2025

TheDesignAir™ recognitions add to a series of distinctions achieved by LATAM during 2025. Among them is the top “Five-Star Global Airline” rating awarded by APEX, obtained for the fourth consecutive year, as well as the award for “Best Airline in South America” at the Skytrax World Airline Awards.

Additionally, the airline received four international awards at the Pax International Readership Awards, which value excellence in the travel experience from the passenger’s perspective.

Permanent Improvements Focused on Passenger Comfort

LATAM has consistently implemented new improvements to its service proposition. Along with the renovation of the Premium Business cabin, the new Business Suites, launched in April of this year, stand out. These incorporate individual doors that increase privacy and comfort, with a design inspired by Brazilian and Andean landscapes.

The suites feature full-flat seats, 18-inch HD screens, and USB charging ports, significantly enhancing the onboard experience on long-haul flights.

Connectivity, Exclusive Check-in, and Benchmark Lounges

Regarding connectivity, the airline offers onboard Wi-Fi on 90% of its narrow-body fleet. This is complemented by the LATAM Signature Check-in, available for Black Signature and Black members, with exclusive spaces at the airports in Santiago, Chile; Lima; and São Paulo.

In Brazil, specifically at Congonhas and Guarulhos, LATAM also maintains a strategic alliance with Audi for remote boarding.

The lounges in Santiago, considered the largest in South America, and the recently inaugurated one in Lima, divided into Signature and Premium areas, complement this proposition with notable architectural design and high customer appreciation.

With these advancements, LATAM reinforces its commitment to offering a differentiated travel experience, consistent with regional identity and aligned with the most demanding standards of global commercial aviation.

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