Brussels Airlines celebrates its 15th anniversary

Brussels Airlines turns 15 today. Since 2002, no less than 78.8 million travellers flew on a Brussels Airlines flight. Connect Belgium to the world, be an airline that understands what customers want, create employment and sustainable growth. These were the essential ingredients of the business plan in 2002 and continue to be a priority.

15 February 2002. The TV news is dominated by the aftermath of 9/11, the newly introduced euro… and the birth of SN Brussels Airlines. That cold morning in February at 6h15, the very first flight takes off from Brussels Airport: SN2711 to Geneva, operated with an Avro jet (OO-DJS). SN Brussels Airlines is born, created by 40 shareholders united in SN Airholding.

On the payroll that day are almost 1,400 employees. Each and every one of them very motivated to make the new airline a lasting success. The network consists of 29 European destinations, served with 32 regional jets. Only a few months later, Africa is added to the network.

15 February 2017. Fifteen years later Brussels Airlines has grown to become an airline flying from Brussels Airport to 73 European destinations and 21 intercontinental destinations. Worldwide Brussels Airlines became known as the Africa specialist. The fleet expanded to 45 short / medium haul aircraft and 10 long-haul aircraft and direct employment rose to 3,500 jobs. Indirectly, the activities guarantee about 11,000 additional jobs. As a Star Alliance member, Brussels Airlines collaborates with dozens of other airlines from its hub at Brussels Airport.

 

78.8 million

In the course of those 15 years, 78.8 million passengers were welcomed onboard Brussels Airlines’ flights. 69 million of them travelled on European flights, 8.1 million flew to Africa and more than 1 million crossed the Atlantic. The long haul belly space carried 320,000 tons of airfreight.

In its investments, Brussels Airlines has always put the customer first. A lot has changed for the passenger since the birth of the airline.  Fifteen years ago, everyone travelled with paper tickets in Business or Economy Class. Checking in for a flight was only possible at the check-in desk. Today everyone travels with electronic tickets and Passengers can choose from 4 different travel classes on European flights and 3  classes on long haul flights. More than 50% of their passengers now checks in online, via their smartphone or the self-check-in machines at the airport. The airline invested heavily in its airport lounges and did great efforts to make flying with Brussels Airlines much cheaper. The lowest economy return ticket price back in 2002 was €160. Today, a Brussels Airlines ticket is available as from €69.

 

Since market conditions and travel behavior have changed a lot over the years, Brussels Airlines was transformed from a traditional airliner with a Business and Economy Class product to a hybrid airline with travel products that appeal to both price sensitive customers and those seeking great service. The new commercial strategy was supported by a very clear Belgian positioning. The collaborations with Belgian chefs, chocolatiers and breweries to promote local Belgian products and the special Magritte, Tintin and Red Devils planes are just some examples of this “Made in Belgium” approach.

 

Objective

“To connect Belgium and Brussels Airport to the world, to guarantee employment and to develop a profitable business model. Those were the objectives the founders gave us”, says Brussels Airlines CEO Bernard Gustin, who worked on the initial business plan for Brussels Airlines as a consultant at that time. “These remain our objectives still today. Year after year we have grown the company in a sustainable manner and we have created additional jobs. I would therefore like to sincerely thank our ever growing number of customers for choosing Brussels Airlines. Also a heartfelt thanks goes out to all our motivated staff and partners that write the Brussels Airlines story with us day after day.

 

Young adult

In 2009, Lufthansa became a shareholder. On the eve of the 15th anniversary the Lufthansa Group decided to take over 100% of the shares in Brussels Airlines. “Brussels Airlines has now reached the age of a young adult who moves with the times and is bursting with ideas but who has already made clear choices for the future," says Bernard Gustin. "For this future we work together with the Lufthansa Group, in order to further expand our African network and to connect the European capital even better. In that context I’m proud that we will soon further spread our wings and add new destinations, because after growth in Africa and North America, we now expand to the East with the opening of Mumbai in India."

 

On the occasion of the 15th anniversary Brussels Airlines made a sequel to its renowned video "It's a Boy". The actors were again all Brussels Airlines employees ánd the original Mr. Smith, who also appeared in the first edition. 90 Brussels Airlines extras played in the running scenes to put the slogan "We Go the Extra Smile" forward. (See video below)

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About Brussels Airlines

Brussels Airlines is the home carrier of Belgium and one of the four network airlines of the Lufthansa Group. It connects the European capital from Brussels Airport with over 85 destinations, 17 of which are in Sub Saharan Africa. The company employs more than 3,300 people and operates 43 aircraft.

Brussels Airlines aims to emit 50% less CO2 by 2030 compared to 2019 and plans to be carbon neutral by 2050. The airline is participating in the Stargate Project led by Brussels Airport and is therefore part of the testing ground for sustainable aviation at its home base. In addition, the airline signed the Circular Economy agreement of the Antwerp Management School in 2021. The airline was the first to transport Sustainable Aviation Fuel (SAF) through the CEPS-pipeline connecting Brussels Airport early 2023. By end 2024, Brussels Airlines will have welcomed five state-of-the-art Airbus A320neo allowing the airline to significantly lower its CO2- and noise-emissions on its medium-haul network.

As an ambassador of its country, Brussels Airlines brings the world to Belgium and the best of Belgium to the world, among others through collaborations with Belgian Star Chefs, Belgian culinary products and the Belgian Icons, specially painted aircraft that honour a Belgian iconic person, team or event to promote Belgian culture worldwide.

More information on brusselsairlines.com 


About Star Alliance

The Star Alliance network was established in 1997 as the first truly global airline alliance, based on a customer value proposition of global reach, worldwide recognition and seamless service. Since inception, it has offered the largest and most comprehensive airline network, with a focus on improving customer experience across the Alliance journey.

Overall, the Star Alliance network currently offers more than 10,000 daily flights to almost 1,200 airports in 184 countries.

More information on staralliance.com

Contact

b.house Zone General Aviation - Airport Building 26 1831 Diegem

+32 2 723 89 90

press@brusselsairlines.com

www.brusselsairlines.com