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Avianca Launches New Seasonal Guatemala-San Francisco Route and Announces Baggage Policy Adjustments for its Most Economical Fare

Dergam Mousa

Avianca continues to refine its commercial and operational strategy across the American continent with two major announcements: the opening of a non-stop seasonal route between Guatemala City and San Francisco, and a structural modification to its most economical fare for international flights within the Americas, which will now include carry-on baggage. Both decisions aim to strengthen the airline’s competitiveness, improve the customer experience, and capture demand in key markets.

New Seasonal Guatemala–San Francisco Route: Focus on the West Coast

From June 1 to August 31, Avianca will operate a new direct connection between Guatemala and San Francisco, one of the primary technological and economic hubs in the United States. The route will be seasonal and is designed to meet demand during the peak boreal summer.

The operation will feature four weekly frequencies—Monday, Tuesday, Thursday, and Saturday—utilizing Airbus A320 aircraft configured with 180 seats. According to Reyna Mejia, Avianca’s Sales Director for Central America, Mexico, and the Caribbean, the activation of this route responds directly to customer interest in having more connectivity options between key destinations. It also aligns with the company’s strategy to continue strengthening its international network through efficient and reliable operations.

→ Avianca Offers Business Class on 100% of Its Routes

Significant Change in Baggage Policy: Light Fare Now Includes Carry-on

Parallel to the announcement of the new route, Avianca confirmed an adjustment to its baggage policy that directly impacts millions of passengers across the American continent.

Starting January 27, the airline began including carry-on baggage of up to 10 kilograms in its most economical fare, known as “Light,” for international flights within the Americas. This benefit is in addition to the personal item, which was already previously included.

What Changes Compared to Previous Scheme

Until now, on international flights within the Americas, the Light fare only allowed for a personal item, while carry-on baggage was reserved for the Classic fare. With the new policy, that restriction disappears for itineraries within the American continent, partially aligning the value proposition with what was already occurring on flights to and from Europe, where carry-on baggage was already included in the basic fare.

Taken together, both announcements reflect a strategy of optimization rather than aggressive expansion. The Guatemala–San Francisco route aims to capture specific seasonal demand with a low-risk model, while the inclusion of carry-on baggage in the Light fare improves the perceived value of the basic product—an increasingly decisive factor in highly price-sensitive markets.

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