LATAM Introduces Reimagined Premium Business Experience Inspired by South America

Starting December 1, 2025, LATAM will introduce a refreshed image and service concept in its Premium Business cabins.  The redesigned product will encompass every passenger touchpoint, from airport experiences to onboard service elements.

LATAM Introduces Reimagined Premium Business Experience - Courtesy LATAM Airlines Group

On Thursday (October 23, 2025), LATAM Airlines Group announced that starting December 1, 2025, they will introduce a completely new Premium Business experience inspired by South America’s identity.  The redesigned product will encompass every passenger touchpoint, from airport experiences to onboard service elements.  The reimagined product features service elements that reflect a refreshed vision centered on design, hospitality, and a genuine connection to the region.  Drawing inspiration from the blues of the Pacific, the greens of the Amazon, and the warm tones of the desert and Andes, the new color palette aims to convey the warmth, diversity, and sophistication of South America.

In Thursday’s announcement, LATAM Airlines Group’s Vice President of Customers, Paulo Miranda, said,

“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, personalized, and deeply connected experience.”

The new Premium Business cabin will blend enhanced comfort, design, and hospitality. LATAM will introduce new protocols focused on more personalized and elevated standard of service.  Additionally, Premium Business guests will enjoy an upgraded coffee experience, three-course lunch or dinner menus, and a fully redesigned cocktail selection.  All elements used by passengers have also been reimagined to offer a more elegant presentation aligned with the cabin’s new aesthetic.  The Premium Business refresh also includes new amenity kits, crafted with close attention to detail.  The kits feature cosmetics by Costa Brazil, a brand renowned for its sustainable focus and inspiration drawn from the natural resources of the Amazon.

Elements From LATAM's Reimagined Premium Business Experience - Courtesy LATAM Airlines Group

LATAM Airlines Group S.A. and its subsidiaries are the leading airline group in Latin America, with presence in domestic markets in Brazil, Chile, Colombia, Ecuador and Peru.  The carrier also operates internationally to destinations across Latin America, Europe, Oceania, Africa, the U.S. and the Caribbean.  The Group operates a fleet of Boeing 767, 777, 787 airplanes, and Airbus A321, A321neo, A320, A320neo and A319 aircraft.

Source: LATAM Airlines Group