Brussels Airlines
Corporate brand
UnclaimedBelgian flag carrier headquartered at Brussels Airport and a member of the Lufthansa Group and Star Alliance.
Last updated August 25, 2026
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Overview
Brussels Airlines is Belgium's flag carrier and largest airline. Its principal base and headquarters are at Brussels Airport, from which it operates a network spanning more than 100 destinations in Europe, West Asia, North America and Africa. The airline also undertakes charter flying and provides related aviation services, including aircraft maintenance and crew training. Its long-haul network has historically placed particular emphasis on Africa, reflecting Brussels' role as an important European gateway to the continent. The airline emerged from the restructuring of Belgium's aviation sector after the 2001 bankruptcy of Sabena, the country's former national carrier. SN Brussels Airlines, created from the former Delta Air Transport business, and Virgin Express Belgium were brought together after SN Airholding reached an agreement with Richard Branson in 2005 to obtain control of Virgin Express. The two businesses announced their merger in March 2006, revealed the Brussels Airlines name later that year and began operating under the new brand on 25 March 2007. The airline retained the IATA designator SN associated with Sabena and its successor, while its ICAO code became BEL in 2008. Lufthansa acquired a 45% stake in 2009 and obtained regulatory approval for the investment together with Brussels Airlines' entry into Star Alliance. Brussels Airlines joined Lufthansa's Miles & More programme in October 2009 and became Star Alliance's 26th member in December of that year. Lufthansa exercised its option to acquire the remaining shares in Brussels Airlines' parent company in 2016, completing the transaction in January 2017. Brussels Airlines is therefore integrated into the Lufthansa Group while continuing to operate as Belgium's national airline under its own brand. The carrier has progressively modernized its fleet and moved toward an all-Airbus operation. Its earlier fleet included Boeing 737s, British Aerospace 146s and Avro regional jets. Airbus A320-family aircraft became central to European operations, while Airbus A330s supported intercontinental services. The airline ended its use of leased Sukhoi Superjets earlier than planned because of maintenance-related downtime and announced additional A320neo deliveries to replace older A319s and reduce emissions. It also uses distinctive Belgian-themed aircraft liveries featuring cultural, artistic, sporting and entertainment references, including Tintin, René Magritte, The Smurfs, Tomorrowland, the Belgian national football team and the Atomium. Brussels Airlines expanded its North American presence with New York service in 2012, Washington service in 2013 and Toronto service in 2016. Africa has remained a core strategic market, and the carrier continued operating to West African countries during the 2014–2015 Ebola crisis to support essential travel and aid movements. Its operations were severely disrupted by the 2016 Brussels Airport terrorist attacks and again by the COVID-19 pandemic, during which scheduled flights were temporarily suspended and parts of the network and wet-lease structure were reduced. The brand uses the slogan "You're in good company" and presents itself as a Belgian, hospitable and internationally connected airline. Its customer proposition combines European short-haul connectivity, long-haul services, Star Alliance access, Lufthansa Group integration and a strong Belgian cultural identity. Brussels Airlines also experimented with its own LOOP loyalty programme from 2015 until 2020, while continuing to participate in Miles & More.
History
Brussels Airlines was formed during the reorganization of Belgian commercial aviation following Sabena's bankruptcy. Delta Air Transport became SN Brussels Airlines in 2002, and SN Airholding subsequently reached an agreement in April 2005 with Richard Branson to obtain control of Virgin Express. In March 2006, SN Brussels Airlines and Virgin Express announced that they would merge. The Brussels Airlines name was disclosed in November 2006, and the combined airline began operations on 25 March 2007. The new carrier inherited the SN IATA code associated with Sabena and its successor. It initially operated a mixed European and intercontinental network and developed a particularly important presence in Africa. A minor branding change was made to the original logo after some passengers objected to its thirteen-dot design on superstitious grounds; the logo was altered to fourteen dots. Lufthansa announced in 2008 that it would acquire 45% of Brussels Airlines and hold an option on the balance. European Commission approval followed in 2009. The investment allowed Brussels Airlines to join Star Alliance, which it did in December 2009, and the airline also entered Lufthansa's Miles & More programme. Lufthansa exercised its option to acquire the remaining 55% of SN Airholding in 2016, with the transaction completed in January 2017. During the 2010s, Brussels Airlines expanded its long-haul network and renewed its fleet. It added Airbus A330 capacity and launched New York service in 2012, Washington service in 2013 and Toronto service in 2016. The airline progressively replaced older Boeing and Avro aircraft with Airbus A319, A320 and A330 aircraft. It briefly used wet-leased regional aircraft, including Sukhoi Superjets, but ended those arrangements earlier than planned because repairs could result in extended aircraft downtime. The last Avro RJ100s were removed by the end of 2017, while the Superjets were phased out in early 2019. The airline also expanded through selected partnerships and acquisitions of operating capacity. A proposed Congolese project, Korongo Airlines, began service in 2012 and ceased operations in 2015. A separate airDC project was abandoned after disagreements with Hewa Bora. In 2017, Brussels Airlines integrated aircraft, traffic rights and personnel from the Belgian operation of Thomas Cook Airlines after that business was closed. Brussels Airlines faced major external disruptions. It continued flying to West Africa during the Ebola outbreak, unlike most carriers serving the affected countries. The March 2016 terrorist attack at Brussels Airport forced a temporary closure and led the airline to operate displaced long-haul services and substitute connections through other Belgian and German-speaking airports. During the COVID-19 pandemic, all flights were suspended temporarily from 21 March to 19 April 2020. The airline also ended a CityJet wet-lease arrangement and reduced scheduled services later in 2020. Leadership changed significantly in 2018 when CEO Bernard Gustin and CFO Jan De Raeymaeker resigned following discussions with Lufthansa. Christina Foerster became CEO in April 2018, and Dieter Vranckx, previously CFO, became CEO in January 2020. The airline later refreshed its corporate design in 2021. Its brand development has included a series of Belgian Icon aircraft, connecting the airline with Tintin, Magritte, The Smurfs, Bruegel, Tomorrowland, the Belgian football team and the Atomium. In 2022, it commissioned Hooverphonic to turn standard safety instructions into a musical video for long-haul flights. Brussels Airlines remains an active Lufthansa Group carrier and Belgium's principal international airline.
- 2021
Corporate design refreshed
[1]Brussels Airlines introduced a revised corporate identity and logo.
- 2020
Temporary COVID-19 shutdown
[1]The airline suspended scheduled flights for several weeks and subsequently reduced its network.
- 2017
Lufthansa becomes full owner
[1]Lufthansa completed the acquisition of the remaining SN Airholding shares.
- 2016
Toronto added and Lufthansa announces full takeover
[1]The airline added Toronto Pearson to its North American network, while Lufthansa announced its intention to acquire the remaining stake.
- 2012
New York route inaugurated
[1]Daily Airbus A330 service began between Brussels and New York JFK.
- 2009
Star Alliance membership
[1]Brussels Airlines joined Star Alliance as its 26th member and entered Miles & More.
- 2007
Brussels Airlines begins operations
[1]The merged airline began flying under the Brussels Airlines name on 25 March.
- 2006
Merger and Brussels Airlines name announced
[1]SN Brussels Airlines and Virgin Express announced their merger and disclosed the Brussels Airlines brand.
- 2005
SN Airholding takes control of Virgin Express
[1]SN Airholding signed an agreement with Richard Branson concerning control of Virgin Express.
- 2002
SN Brussels Airlines is established
[1]Delta Air Transport adopted the SN Brussels Airlines name after the collapse of Sabena.
Products and positioning
Belgian flag carrier offering internationally connected European and intercontinental air travel, with a distinctive focus on Africa, Belgian identity and Lufthansa Group network integration.
Short-haul passenger flights · 2007
European network
Scheduled flights linking Brussels with destinations across Europe. The network supports business, leisure and connecting traffic and has historically been operated largely with Airbus A319 and A320-family aircraft, supplemented at various times by leased regional equipment.
Long-haul passenger flights · 2007
Intercontinental network
Long-haul services operated primarily with Airbus A330 aircraft. The network includes North American destinations and a substantial African footprint, together with selected routes to West Asia and other intercontinental markets.
Charter aviation · 2010
Charter services
Brussels Airlines provides charter capacity for tour operators and other travel partners in addition to its scheduled network. A cooperation with Club Med expanded the role of Brussels-based charter and leisure flying.
Frequent-flyer programme · 2009
Miles & More
Brussels Airlines participates in Lufthansa's Miles & More programme. Customers can earn and redeem miles through eligible Brussels Airlines flights, Lufthansa Group services, Star Alliance carriers and participating non-airline partners.
Loyalty programme · 2015
LOOP
LOOP was a Brussels Airlines loyalty programme introduced for frequent customers who might not obtain significant benefits through traditional status-based programmes. It was available across the airline's network but was discontinued on 1 February 2020.
Marketing campaigns
- 2022Hooverphonic safety video
Long-haul network
The airline commissioned Belgian band Hooverphonic to adapt standard safety instructions into a song and music video, using surreal visual references associated with Belgian culture.
Outcome. The video was intended for long-haul flights through the end of 2025.
- 2018Belgian Icons aircraft
International network
Brussels Airlines used aircraft artwork to promote Belgian cultural symbols and partnerships, including Tintin, Magritte, The Smurfs, Tomorrowland and the Belgian national football team.
Outcome. The programme became a recurring element of the brand identity, with later liveries added and older versions retired or repainted.
- 2015LOOP loyalty programme
Brussels Airlines network
The airline introduced LOOP to reward regular Brussels Airlines travelers through a programme designed to complement Miles & More.
Outcome. Discontinued in February 2020.
- 2010Club Med cooperation
Belgium · Europe · Club Med destinations
Brussels Airlines and Club Med announced a cooperation under which Brussels Airlines was expected to carry a large majority of Club Med passengers departing from Brussels, using both scheduled and charter services.
Outcome. Expanded leisure and charter cooperation.
Brand decisions
2020
Reduce operations during COVID-19StrategyBackground
Belgian pandemic restrictions and the collapse in air travel caused a temporary suspension of all scheduled services.
Action taken
Brussels Airlines suspended flights, ended its CityJet wet-lease arrangement and cancelled or reduced a number of scheduled services.
Aftermath
The airline operated a smaller network while aviation demand recovered.
2016
Exercise Lufthansa's option for full ownershipM&ABackground
Lufthansa held an option to acquire the remaining shares of Brussels Airlines' parent company after its 2009 minority investment.
Action taken
Lufthansa's supervisory board approved exercise of the option, with completion scheduled for early 2017.
Aftermath
Brussels Airlines became effectively wholly owned by Lufthansa through SN Airholding.
2011
Accelerate Airbus fleet replacementGeneration changeBackground
The airline sought to reduce operating costs and replace older Boeing and Avro aircraft.
Action taken
It ordered additional Airbus A319, A320 and A330 aircraft and accelerated the retirement of older types.
Aftermath
The fleet moved toward an all-Airbus structure, with Avro aircraft ultimately removed from service.
2009
Accept Lufthansa minority investmentM&ABackground
Lufthansa proposed acquiring 45% of Brussels Airlines and linking the Belgian carrier more closely to its group and Star Alliance.
Action taken
The transaction received European Commission clearance and Lufthansa purchased the minority stake.
Aftermath
Brussels Airlines joined Star Alliance and adopted Miles & More participation.
Recent events
Reported
Lufthansa Group unveils new brand identity to unify airline portfolio[2]
Lufthansa Group presented a new brand identity in December 2025 designed to unify its growing portfolio of airline brands and increase group visibility. The identity centers on the crane logo without the surrounding circle, adds six new colour tones, and applies the 'Member of Lufthansa Group' designation and tagline more consistently, including on all aircraft and, from 2026, at lounge entrances worldwide.
Reported
Brussels Airlines introduces a new brand identity[3]
Brussels Airlines presented a new brand identity featuring a new logo, aircraft livery, color scheme and tagline.
Reported
Lufthansa Group and Amadeus renew and expand technology partnership[4]
Lufthansa Group and Amadeus renewed and expanded their technology partnership. The agreement continues the use of Amadeus' Altéa Passenger Service System by Lufthansa Group airlines and includes expanded services and collaboration.
Sources6 sources
- 1Brussels Airlinesen.wikipedia.org
- 2汉莎航空集团发布新品牌形象以统一航空品牌组合rustourismnews.com
- 3布鲁塞尔航空推出新品牌形象simpleflying.com
- 4汉莎集团与Amadeus续签并扩大技术合作eturbonews.com
- 5Brussels Airlines unveils new brand identity as part of transformation programmefuturetravelexperience.com
- 6Brussels Airlines unveils new logo and liverybusinesstraveller.com
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