Air France-KLM is considering dropping its 22-year-old name for the parent holding company in favor of “The Blue Group” as it expands its network. This potential corporate rebrand mirrors structures like IAG (International Airlines Group) and is designed to accommodate new acquisitions like SAS Scandinavian Airlines and prospective bids for TAP Air Portugal.
The current name only reflects the two original historical brands. A name change makes room for new acquisitions:.
The name fits because blue is a primary colour for Air France, KLM, and SAS. It also matches their frequent flyer program, Flying Blue.
Only the parent corporate identity will change. Individual airline names, planes, logos, and flight crews remain exactly the same. Passengers will still book and fly on Air France and KLM.
The business model mimics the International Airlines Group (IAG) structure. IAG acts as a neutral parent company for British Airways, Iberia, and Aer Lingus. Willie Walsh told Travel Extra that they picked the most boring name imaginable to allow for future expansion when the group formed as a merger between British Airways and Iberia;
The decision, pushed heavily by Group CEO Ben Smith, has reportedly caused some internal disagreement among senior managers. Some executives, particularly on the Dutch (KLM) side, worry about losing their symbolic identity. A final decision on the new name is expected by the end of 2026.
