{"id":222951,"date":"2026-05-12T14:04:47","date_gmt":"2026-05-12T12:04:47","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=222951"},"modified":"2026-05-12T16:35:10","modified_gmt":"2026-05-12T14:35:10","slug":"air-france-klm-brands-sas","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/air-france-klm-brands-sas","title":{"rendered":"Will the Air France-KLM brand take a 'blue' hit?"},"content":{"rendered":"<p>Taking a majority stake in the share capital of <a href=\"https:\/\/www.voyages-d-affaires.com\/en\/air-france-klm-sas-scandinavian-airlines\/\">SAS Scandinavian Airlines<\/a> and, possibly, that of TAP Air Portugal, calls into question the name of the Air France-KLM duo, which will have to demonstrate greater \"neutrality\" in describing itself. With a new historical turning point to anticipate for the Air France-KLM group: a name change, information revealed last week by the Dutch daily <em data-start=\"203\" data-end=\"217\">The Telegraph. <\/em><\/p>\n\n\n\n<p>This last one indeed indicated that the CEO Ben Smith had agreed in principle to a change of name for the holding company, at the same time as the prospect of total integration of the Scandinavian company SAS into the Franco-Dutch group is becoming clearer.<\/p>\n\n\n\n<p>Internally, several senior executives at Air France and KLM have reportedly been informed in recent weeks that the arrival of SAS could lead to the disappearance of the current \"Air France-KLM\" brand at the group level. The future name would then no longer make any reference to Air France or KLM. The future entity would model its brand on that of IAG (International Airlines Group), the parent company of British Airways and Iberia. This is the complete opposite of what is happening at Lufthansa, whose various airlines are grouped within Lufthansa Group, which regularly causes friction at Swiss or Brussels Airlines.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-centralisation-accrue\">Increased centralisation<\/h2>\n\n\n\n<p>Air France-KLM is indeed aiming for a majority stake in SAS, with validation expected in the second half of the year. This operation is part of a wider consolidation strategy, which could lead to an investment in TAP Air Portugal, which is in the process of being privatised.&nbsp;<\/p>\n\n\n\n<aside class=\"wp-block-varenne-link-block\"><p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/air-france-klm-lufthansa-tap-air-portugal\/\" data-id=\"220583\">Also to read: Air France-KLM and Lufthansa officially submit their bids to buy TAP Air Portugal<\/a><\/p><\/aside>\n\n\n\n<p>A spokesperson for the group believes that it is<em> the logic of opening the discussion on a new name<\/em> , given that the current structure only reflects two historic brands, when others could join the group. A working or code name has already been found, \"Blue Group\". However, nothing has been officially confirmed as no definitive choice has been made.<\/p>\n\n\n\n<p>This potential development occurs within a context of profound governance transformation. The convergence between the entities is accompanied by a progressive centralisation of decisions in Paris, reinforcing the holding company's role in the overall strategy and operation of the airlines. It is also accompanied by the integration of numerous KLM managers into Parisian bodies. This time, the future entity would resemble the governance applied at Lufthansa Group more closely, combining centralised strategy with the commercial identity retained by the operating airlines.<\/p>\n\n\n\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Air France-KLM\u2019s integration of SAS into 100% raises questions about the brand name, which is expected to be changed to a more neutral one\u2026<\/p>","protected":false},"author":21,"featured_media":222953,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[59],"tags":[2107,2531],"type-darticle":[52],"n_magazine":[],"class_list":["post-222951","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aerien","tag-transport-aerien","tag-air-france-klm","type-darticle-breve","vapo-free"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L&#039;int\u00e9gration de SAS marque la fin de la marque &quot;Air France-KLM&quot;<\/title>\n<meta name=\"description\" content=\"Avec l&#039;entr\u00e9e dans le capital de SAS, Air France-KLM va devoir abandonner son nom historique pour une marque plus inclusive.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.voyages-d-affaires.com\/en\/air-france-klm-brands-sas\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La marque Air France-KLM va-t-elle prendre un coup de &quot;blue&quot;?\" \/>\n<meta property=\"og:description\" content=\"Avec l&#039;entr\u00e9e dans le capital de SAS, Air France-KLM va devoir abandonner son nom historique pour une marque plus inclusive.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.voyages-d-affaires.com\/en\/air-france-klm-brands-sas\" \/>\n<meta property=\"og:site_name\" content=\"Voyages d&#039;affaires\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-12T12:04:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-12T14:35:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2026\/05\/air-france-klm-grows-stake-in-sas-linked.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"650\" \/>\n\t<meta property=\"og:image:height\" content=\"453\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Luc Citrinot\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Luc Citrinot\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas\",\"url\":\"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas\",\"name\":\"L'int\u00e9gration de SAS marque la fin de la marque \\\"Air France-KLM\\\"\",\"isPartOf\":{\"@id\":\"https:\/\/www.voyages-d-affaires.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2026\/05\/air-france-klm-grows-stake-in-sas-linked.jpg\",\"datePublished\":\"2026-05-12T12:04:47+00:00\",\"dateModified\":\"2026-05-12T14:35:10+00:00\",\"author\":{\"@id\":\"https:\/\/www.voyages-d-affaires.com\/#\/schema\/person\/c74b2eea412d55da7482e81e95f8edc3\"},\"description\":\"Avec l'entr\u00e9e dans le capital de SAS, Air France-KLM va devoir abandonner son nom historique pour une marque plus inclusive.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas#primaryimage\",\"url\":\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2026\/05\/air-france-klm-grows-stake-in-sas-linked.jpg\",\"contentUrl\":\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2026\/05\/air-france-klm-grows-stake-in-sas-linked.jpg\",\"width\":650,\"height\":453,\"caption\":\"Une nouvelle marque et identit\u00e9 pour Air France-KLM avec l'int\u00e9gration de SAS? (Image: Air France-KLM)\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/www.voyages-d-affaires.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"La marque Air France-KLM va-t-elle prendre un coup de \u00ab\u00a0blue\u00a0\u00bb?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.voyages-d-affaires.com\/#website\",\"url\":\"https:\/\/www.voyages-d-affaires.com\/\",\"name\":\"Voyages d&#039;affaires\",\"description\":\"media fran\u00e7ais du Voyage d&#039;Affaires &amp; du MICE\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.voyages-d-affaires.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.voyages-d-affaires.com\/#\/schema\/person\/c74b2eea412d55da7482e81e95f8edc3\",\"name\":\"Luc Citrinot\",\"url\":\"https:\/\/www.voyages-d-affaires.com\/en\/author\/luccitrinot\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The integration of SAS marks the end of the \"Air France-KLM\" brand.","description":"With SAS entering the capital, Air France-KLM will have to abandon its historic name for a more inclusive brand.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.voyages-d-affaires.com\/en\/air-france-klm-brands-sas","og_locale":"en_GB","og_type":"article","og_title":"La marque Air France-KLM va-t-elle prendre un coup de \"blue\"?","og_description":"Avec l'entr\u00e9e dans le capital de SAS, Air France-KLM va devoir abandonner son nom historique pour une marque plus inclusive.","og_url":"https:\/\/www.voyages-d-affaires.com\/en\/air-france-klm-brands-sas","og_site_name":"Voyages d&#039;affaires","article_published_time":"2026-05-12T12:04:47+00:00","article_modified_time":"2026-05-12T14:35:10+00:00","og_image":[{"width":650,"height":453,"url":"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2026\/05\/air-france-klm-grows-stake-in-sas-linked.jpg","type":"image\/jpeg"}],"author":"Luc Citrinot","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Luc Citrinot","Estimated reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas","url":"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas","name":"The integration of SAS marks the end of the \"Air France-KLM\" brand.","isPartOf":{"@id":"https:\/\/www.voyages-d-affaires.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas#primaryimage"},"image":{"@id":"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas#primaryimage"},"thumbnailUrl":"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2026\/05\/air-france-klm-grows-stake-in-sas-linked.jpg","datePublished":"2026-05-12T12:04:47+00:00","dateModified":"2026-05-12T14:35:10+00:00","author":{"@id":"https:\/\/www.voyages-d-affaires.com\/#\/schema\/person\/c74b2eea412d55da7482e81e95f8edc3"},"description":"With SAS entering the capital, Air France-KLM will have to abandon its historic name for a more inclusive brand.","breadcrumb":{"@id":"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas#primaryimage","url":"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2026\/05\/air-france-klm-grows-stake-in-sas-linked.jpg","contentUrl":"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2026\/05\/air-france-klm-grows-stake-in-sas-linked.jpg","width":650,"height":453,"caption":"Une nouvelle marque et identit\u00e9 pour Air France-KLM avec l'int\u00e9gration de SAS? (Image: Air France-KLM)"},{"@type":"BreadcrumbList","@id":"https:\/\/www.voyages-d-affaires.com\/air-france-klm-marque-sas#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/www.voyages-d-affaires.com\/"},{"@type":"ListItem","position":2,"name":"La marque Air France-KLM va-t-elle prendre un coup de \u00ab\u00a0blue\u00a0\u00bb?"}]},{"@type":"WebSite","@id":"https:\/\/www.voyages-d-affaires.com\/#website","url":"https:\/\/www.voyages-d-affaires.com\/","name":"Business travel","description":"THE FRENCH BUSINESS TRAVEL &amp; MICE MEDIA","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.voyages-d-affaires.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/www.voyages-d-affaires.com\/#\/schema\/person\/c74b2eea412d55da7482e81e95f8edc3","name":"Luc Citrinot","url":"https:\/\/www.voyages-d-affaires.com\/en\/author\/luccitrinot"}]}},"_links":{"self":[{"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/posts\/222951","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/comments?post=222951"}],"version-history":[{"count":4,"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/posts\/222951\/revisions"}],"predecessor-version":[{"id":222973,"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/posts\/222951\/revisions\/222973"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/media\/222953"}],"wp:attachment":[{"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/media?parent=222951"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/categories?post=222951"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/tags?post=222951"},{"taxonomy":"type-darticle","embeddable":true,"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/type-darticle?post=222951"},{"taxonomy":"n_magazine","embeddable":true,"href":"https:\/\/www.voyages-d-affaires.com\/en\/wp-json\/wp\/v2\/n_magazine?post=222951"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}