Aer Lingus refreshes image, continues transatlantic expansion

Aer Lingus has unveiled a major brand identity update, as it seeks to maintain its position in what it describes as the leading value carrier on transatlantic routes. At an event at Dublin Airport Thursday, COO Mike Rutter said its new business model involved 50% of its passengers using Dublin as a connecting hub between North America and Europe. The Irish capital has become increasingly popular with transatlantic travelers in recent years, particularly with residents of the UK regions seeking to avoid traveling via London Heathrow and Gatwick. Dublin’s attractions have been aided by the establishment there of a US immigration pre-clearance facility. Aer Lingus has sought to capitalize on this in recent years by opening up a raft of new North American destinations. The Irish flag carrier’s growth plan will see its North Atlantic fleet expand from 17 to 30 aircraft by 2023. Aer Lingus plans to grow its Airbus A330 fleet to 16 aircraft (from 13 in 2017) and to invest in 14 new A321LRs to provide capacity for growth across the Atlantic and within Europe. Rutter said that, despite Aer Lingus’s relatively small size, it had consistently punched above its weight in the marketplace.<br/>