I flew Italy’s newest airline, ITA Airways — here’s what my experience was like before, during, and after the flight.
ITA Airways — the new Italian flag carrier — took over from the bankrupt Alitalia on Oct. 15, 2021, with 52 planes and 2,800 staff members, compared to Alitalia’s respective 110 and 10,500. Many thought that, reduced fleet aside, nothing would change.
As I checked in for my flight to Rome on Oct. 16, barely 24 hours into the airline’s life, the staff at Venice airport confirmed this.
The new ITA logo blazed behind the old Alitalia check-in desk — an eye-catching three letters, striped green, white, and red for the colors of the Italian tricolore flag. Other than that, it was all as it had been the day before: Alitalia signs designating the check-in lanes, Alitalia hand luggage measurers, and Alitalia uniformed staff.
“I wanted to see what’s changed,” I remarked to the agent at check-in. She smiled. “Nothing’s changed,” she assured me.
Two days earlier, when ITA purchased the Alitalia brand name for €90 million (about $104 million), many assumed that the new airline would maintain the old moniker.
However, on launch day, revealing a brand-new blue livery, president Alfredo Altavilla stated that ITA had always been the new airline’s name — they just acquired the Alitalia brand to prevent others from using it. He mentioned they would continue to use Alitalia-branded products and planes until their own were established.
For my day two flight, there was little difference experienced on board compared to the old days as we boarded the Alitalia plane. An hour-long delay affected my flight, and when I emailed their dedicated inbox requesting a seat change that the website wouldn’t permit, I received no response.
What stood out on board, though, even on day two, was the excellent customer service. For instance, when the aircraft made a wheezing sound that made me nervous, an off-duty flight attendant in the row behind took the time to talk me through the noises and continuously checked on me throughout the flight.
ITA plans to motivate its staff by compensating them based on customer satisfaction in addition to overall company performance, said Altavilla — and it was evident.
Although the plane’s condition was decidedly worn (Alitalia’s average fleet age was 14 years), the overall atmosphere remained warm and welcoming. Consequently, instead of flying with my usual airline between Italy and the U.K., I decided to fly again: from Milan Linate (ITA’s second hub, following Rome Fiumicino) to London Heathrow.
A Few Pre-flight Challenges
ITA’s website can be challenging to navigate. I encountered issues such as temporarily losing my booking, the site rejecting the (Italian) country code for my phone number, and not permitting me to link flights to my Volare account, the new frequent flier program. These problems are perhaps typical of many new companies.
At Linate, the recently renovated airport, the former Alitalia lounge was closed due to the pandemic, as staff noted. However, the airport’s other lounge was open, and all other airlines seemed to be utilizing it. ITA compensates business class ticket holders with a voucher for one soft drink and one sandwich or sweet treat at the airport bar.
Limoncello in the Skies
Despite the pre-flight concerns, when I boarded the plane, ITA quickly ascended to the ranks of memorable flights.
For starters, the welcoming atmosphere was noticeable. Rarely do greetings feel as authentic as they did from purser Stefano and cabin crew members Massimo and Andrea. They catered to a nervous flier and enforced mask-wearing with polite insistence, making the experience less stressful during the pandemic.
On ITA’s short-haul flights, economy passengers are treated to complimentary soft drinks and delicious Italian cookies. In business class, we enjoyed a tray featuring centopercento Italian cuisine: a delightful vegetarian lasagne, crisp salad, crusty bread, and a Sicilian cannolo.
Then came the highlight: grappa and limoncello, high-quality brands poured straight from the bottle into our cups. Halfway to London, I felt like I was still in Italy.
By bringing the dolce vita to the skies, ITA indeed has the potential to shine. Altavilla mentioned they are negotiating with major brands to ensure that every detail, from maintenance vehicles to lounge seating, reflects Italian quality.
Currently, ITA’s most significant asset is its thoughtful, attentive staff. Therefore, if the crew maintains their exceptional service, and ITA addresses the website glitches, acquires its new fleet, and fills its planes with all-Italian brands and amenities, this could become a highly exciting airline. As the Italians say in bocca al lupo — good luck.
