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British Airways Marketing

British Airways owner launches new budget longhaul brand Level


By Natalie Mortimer, N/A

March 18, 2017 | 2 min read

International Airlines Group (IAG) is preparing to launch a new low cost longhaul airline brand called Level, as competition for cheap flights to far flung destinations heats up.


British Airways owner launches new budget longhaul brand Level

Flights will initially depart from Barcelona starting June to Los Angeles, San Francisco (Oakland), Buenos Aires and Punta Cana, but other European cities will be added in the future.

The Level fleet will consist of two new Airbus A330 aircraft branded in its own livery and fitted with 293 economy and 21 premium economy seats. Initially it will be operated by Iberia's flight and cabin crew.

Fares start from €99/US$149 one way.

Willie Walsh, IAG chief executive, said: "Level is an exciting new IAG airline brand which will bring a stylish and modern approach to flying at prices that are even more affordable. It will benefit from having the strength of one of the world's largest airline groups behind it.

"It will become IAG's fifth main airline brand alongside Aer Lingus, British Airways, Iberia and Vueling. It will complement our existing airline portfolio and further diversify our current customer base...This is just the start. We're really excited about the opportunities for expansion and we plan to bring Level to other European destinations".

On Thursday Ryanair announced it is teaming up with rival budget airline Norwegian to offer its customers New York flights.

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