Eurowings Discover becomes Discover Airlines. This is the result of the Lufthansa Group’s idea to create a new identity for Discover as a leisure carrier through rebranding, thereby separating it from the low-cost brand of Eurowings.
In addition to the name, the visual identity is also changing, including the aircraft livery, cabin interior, uniforms, etc. Brend Bauer, general manager of Discover Airlines, commented on that occasion: “We built our airline in a record two years, hired about 2,000 employees, put 22 aircraft into service, and today we fly to more than 60 destinations around the world. Discover Airlines stands for quality, pleasure and ease, and after all, people fly with us at the best time of the year.”
In addition to the visual changes, the rebranding will include an upgrade to the premium economy product, free headphones on long-haul flights, and higher-quality food. The carrier will continue to fly under code 4Y, while all existing reservations under Eurowings Discover will be automatically transferred.
Exciting news! The Lufthansa Group’s young Frankfurt-based leisure airline has just unveiled its new brand identity. ✈️✨ Eurowings Discover is now #Discover Airlines and will take off with a whole new look in the future. #letsdiscover #fly4y pic.twitter.com/RbHSw5eNXt
— Lufthansa News (@lufthansaNews) September 5, 2023
Commenting on why the rebranding took place, CEO Bauer said the Lufthansa Group wanted to avoid market confusion with Eurowings and allow Discover to develop as its own brand. Since launching during the pandemic, Discover has become popular with German tourists, offering leisure flights from its Frankfurt and Munich bases.
A Lufthansa spokesperson commented on the occasion: “The goal is to further sharpen the profile of Eurowings Discover as a quality leisure carrier of the Lufthansa Group in Germany and to clearly position the airline in the vacation and private travel segment. In this context, it was also decided to further develop the existing brand.”
