LEVEL (airline brand)
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| LEVEL (airline brand) | |
|---|---|
| Name | LEVEL |
| Founded | 2017 |
| Commenced | 2017 |
| Headquarters | Barcelona, Spain |
| Key people | Alex Cruz, Lufthansa executives |
| Hubs | Barcelona–El Prat Airport, Paris-Orly Airport, Vienna International Airport |
| Fleet size | 17 (varies) |
| Website | level.com |
LEVEL (airline brand) is a European long-haul low-cost airline brand established in 2017 by International Consolidated Airlines Group subsidiaries. It was created during a period of consolidation and low-cost long-haul experimentation involving carriers such as Norwegian Air Shuttle, International Airlines Group, Ryanair, easyJet, and Vueling. LEVEL has operated services between Europe and the Americas, leveraging relationships with legacy carriers and low-cost short-haul operators including British Airways, Iberia, airBaltic, and Aer Lingus.
History
LEVEL's origins trace to strategic initiatives by International Consolidated Airlines Group following industry moves by Norwegian Air Shuttle into transatlantic markets and responses from legacy carriers Delta Air Lines, American Airlines, and United Airlines through joint ventures. Announced in 2017 alongside route launches from Barcelona–El Prat Airport and Paris-Orly Airport, LEVEL initially deployed aircraft sourced from Iberia and wet-leased equipment from companies such as Air Austral, Time Air, and later Vueling. Early expansion mirrored the long-haul low-cost models seen at Norwegian Air Shuttle and tried by carriers like XL Airways France and Wow Air before their restructurings. The brand faced challenges during the COVID-19 pandemic that impacted peers including Lufthansa, Air France–KLM, British Airways, and Iberia, prompting temporary suspensions, fleet realignments, and network re-evaluations. Subsequent years saw LEVEL return to select transatlantic markets while adapting strategy in response to competition from JetBlue, Aeroméxico, Air Europa, and new entrants.
Corporate structure and ownership
LEVEL operates as a brand under the corporate umbrella of International Consolidated Airlines Group subsidiaries, with operations conducted by airline certificates held by companies such as Iberia in Spain and previously by separate entities in Austria and France. Corporate governance was influenced by executives from Iberia, Vueling, and board members linked to International Consolidated Airlines Group. Strategic decisions referenced practices from multinational aviation groups including American Airlines Group, Delta Air Lines, Air France–KLM, and LATAM Airlines Group. Investment and partnership considerations involved stakeholders familiar with alliances such as Oneworld, bilateral relationships like the EU–US Open Skies Agreement, and regulatory frameworks administered by authorities including the European Union Aviation Safety Agency and national civil aviation authorities like AESA (Spain).
Destinations and route network
LEVEL's route network initially prioritized transatlantic links between major European gateways and destinations in the Americas, connecting hubs such as Barcelona–El Prat Airport and Paris-Orly Airport with cities including New York City, Los Angeles, Buenos Aires, Santo Domingo, and Punta Cana. The network has been adjusted in response to seasonal demand patterns similar to carriers Norwegian Air Shuttle and TUI Airways, competition from legacy long-haul operators like United Airlines and American Airlines, and market dynamics involving Latin American carriers such as Avianca and LATAM Airlines Group. LEVEL also coordinated schedules with short-haul partners like Vueling and leveraged secondary airports comparable to London Stansted Airport, Lisbon Airport, and Vienna International Airport strategies used by low-cost operators Ryanair and easyJet.
Fleet and cabin products
LEVEL's fleet has been composed primarily of Airbus A330 family aircraft operated under wet-lease and operators' certificates, reflecting strategies similar to Norwegian Air Shuttle's long-haul fleet choices and legacy airline conversions like Finnair and Aer Lingus. Cabin products included premium economy or business-resembling seats marketed akin to offerings from British Airways and Iberia, alongside basic economy concepts similar to Ryanair and easyJet. In-flight amenities, entertainment systems, and ancillary revenue models drew comparisons with carriers such as Norwegian Air Shuttle, JetBlue, and Virgin Atlantic. Fleet commonality, maintenance programs, and crew training referenced suppliers and organizations like Airbus, Rolls-Royce, Pratt & Whitney, and regulatory oversight by European Union Aviation Safety Agency.
Fares, services, and loyalty
LEVEL positioned fares on an à la carte basis with separate charges for baggage, seating, priority boarding, and in-flight meals, paralleling models used by Ryanair, easyJet, and Norwegian Air Shuttle. Ticket distribution and codeshare arrangements involved partners including Iberia, Vueling, and global distribution systems used by Amadeus IT Group and Sabre Corporation. Loyalty integration touched on programmes associated with Iberia Plus and alliances comparable to Oneworld members, while competitor loyalty programmes such as Flying Blue and AAdvantage served as market benchmarks. Corporate and group fare products considered practices from British Airways and Lufthansa.
Safety, incidents, and regulation
LEVEL operated under the aviation safety frameworks enforced by the European Union Aviation Safety Agency and national authorities such as AESA (Spain) and counterparts in France and Austria. Operational incidents and irregularities were investigated in line with procedures similar to those used by National Transportation Safety Board when U.S. jurisdictions were involved, and reports referenced standards comparable to International Civil Aviation Organization guidelines. Safety culture and compliance initiatives referenced industry norms practiced by carriers including Lufthansa, Air France, and Iberia, with oversight from aviation regulators and unions such as SEPLA and BALPA in labour matters.