Plans to operate only Business and Premium Economy class on long-haul international routes, including Buenos Aires to Miami.
The prospect of South America's first premium-only airline emerging from Argentina is drawing significant attention from the aviation industry. Damián Toscano, who previously founded the airline 'Alas del Sur' but failed to commence operations and subsequently sold it to Indigo Partners of the U.S., is now pushing for the establishment of a new airline called 'Domus Airways'. Domus Airways aims to offer only business and premium economy seats on international routes, including those between Buenos Aires and Miami.
Government Approval Obtained, Targeting 2027 for Operations
Domus Airways took its official first step last week by receiving business approval from the Argentine government through the official gazette. While no aircraft or personnel have been secured yet, Toscano's plans are progressing concretely. Domus Airways plans to introduce three Airbus A220-100 aircraft for long-haul routes. Particularly noteworthy is that these aircraft will be configured with only 60 premium cabins. While a typical A220-100 can carry 135 passengers and fly approximately 3,600 nautical miles (about 6,667 km), significantly reducing the number of seats is expected to extend the flight range to about 3,800 nautical miles (about 7,037 km), enabling long-haul routes like Buenos Aires-Miami. Expected ticket prices are said to start from US$2,000.
If Domus Airways successfully commences operations as planned, it will become the first airline in Latin America to feature an all-premium seating configuration. This model is similar to airlines like La Compagnie, which have successfully carved out a niche in the highly competitive North Atlantic market by targeting high demand for premium services. Domus Airways is also set to be the first airline in the Latin American region to operate the Airbus A220 aircraft.
Banking on Efficient Single-Aisle Aircraft
Toscano expressed confidence in an interview with the Buenos Aires-based newspaper Clarín, stating, "This time, we will definitely fly." According to him, the key lies in the efficiency of single-aisle aircraft, which are typically used for short-haul routes. By reducing the number of passengers and reconfiguring seating, they can maintain comfort while achieving lower operating costs. This strategy is interpreted as leveraging the advantages of single-aisle aircraft over wide-body aircraft, which are primarily used for long-haul routes, such as better fuel efficiency and reduced ancillary costs like airport landing fees.
In addition to Buenos Aires and Miami, Domus Airways has been approved to connect with major cities in Argentina and Latin America, including Lima, Bogota, Rio de Janeiro, Montevideo, and Punta del Este. However, Toscano indicated that actual scheduled operations might have to wait until 2027.
Plans for Ad-Hoc Charter Flights and Investment Attraction
Before commencing scheduled operations, Toscano plans to start ad-hoc charter flights to the Caribbean region. While the brand has not yet been announced, these charter flights will use leased aircraft with standard economy seating. However, Toscano emphasizes Domus Airways' focus on the premium model.
Toscano claims that the project is backed by U.S. investors and aviation experts with experience from prominent airlines such as American Airlines, Virgin Atlantic, LATAM, and Aerolíneas Argentinas. Furthermore, according to a report by La Nación, there is also an "operational relationship" with Airbus. This can be interpreted as an expectation of technical support and cooperation from Airbus regarding aircraft acquisition and operation.
Toscano promised, "We will be a test case in Latin America for long-haul flights with single-aisle aircraft," anticipating that this new endeavor will bring a fresh breeze to the Latin American aviation market. The success of a premium-only airline will likely depend on high initial investment costs, securing a limited customer base, and the ability to provide differentiated services amid fierce competition. Nevertheless, attention is focused on whether Domus Airways can open new horizons in the South American aviation market through efficient aircraft operation and strategic route selection.
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