ITA And The Alitalia Brand: What’s Going On?

While there was hope and optimism (for some) that ITA Airways would be a revised and improved Alitalia, many more people had their doubts. With ITA posting a loss of €170 million ($192 million) since the start of its operations in October 2021, it appears that the company’s leadership now wants to return to the branding of its predecessor and become Alitalia once again. Let’s take a closer look at the situation and evaluate the merits of this move.

This is a companion discussion topic for the original entry at