ITA Airways Plans New Routes, New Planes, and Improved Passenger Experience

Updated: July 30, 2025, 3:25pm CDT

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ITA Wants To Implement Big Changes By 2030 — Too Ambitious?
Final Thoughts

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Italian flag carrier ITA Airways has set itself some ambitious goals that it hopes to achieve by 2030.

On July 30, 2025, the airline’s board of directors approved a 2026-2030 business plan that includes new long-haul routes, phasing out older aircraft, and building closer ties with the Lufthansa Group, which it just joined. It also hopes to “strengthen [its] competitive position”.

“We are laying the groundwork to continue being Italy’s reference carrier with a strategic role for the national economic system and to increase connectivity with the rest of the world,” said Sandro Pappalardo, president of ITA Airways.

Let’s take a closer look at the parts of the plan that will most affect your experience as a passenger.

ITA Wants To Implement Big Changes By 2030 — Too Ambitious?

Strengthening the Competitive Position

ITA Airways’ 2026-2030 business plan includes 3 pillars. The first includes “strengthening the competitive competition.”

According to the plan, this involves “delivering exceptional service to both business and leisure travelers.” I think this would be a great place for ITA to start, as I recently experienced less-than-exceptional service on an ITA Airways flight in premium economy.

ITA Airways Airbus A350 premium economy seats — The premium economy cabin inside an ITA Airways Airbus A350. Image Credit: Daniel Ross

Upgraded Points editor Ryan Smith had a similar experience where service “didn’t rise to the wow factor.”

ITA recently became part of the Lufthansa Group, which includes Lufthansa and SWISS — airlines known in the industry for their exceptional service, especially in premium cabins. To fit in with its new airline pals and be truly competitive against the likes of Air France, this is an area where ITA could use significant investment.

Network and Fleet Development

Thanks to its new Lufthansa Group ownership, ITA has a deeper pot of cash to dip into.

The Italian flag carrier plans to spend a large sum to renew its long-haul fleet. The bulk of ITA’s long-haul fleet is already made up of next-generation aircraft, including 11 Airbus A330-900neo and 6 Airbus A350 aircraft. Its remaining outdated fleet of 5 Airbus A330-200 planes will be replaced by 5 shiny new Airbus A330-900neos — 1 each year until 2030.

ITA Airways A350 900 Takeoff JFK — An ITA Airways Airbus A350 jets down the runway at JFK. Image Credit: Alberto Riva

ITA wants to use these new aircraft to expand its global route network, with North America as a focus.

With only 8 North American cities currently in its route network, ITA lags behind many of its competitors regarding transatlantic connectivity. Significant gaps in its route map where other European airlines currently offer flights include Atlanta (ATL), Austin (AUS), Dallas (DFW), Houston (IAH), and Seattle (SEA).

Houston (IAH) is a hub for fellow Star Alliance airline United. Thanks to codeshare and connectivity opportunities, it would make the most sense for ITA to choose Houston as its next destination.

We’ll be sure to update you once we learn of more details.

Final Thoughts

ITA wants to leverage its new Lufthansa Group membership to increase long-haul connectivity, update its fleet, and improve customer service. I don’t doubt that the former 2 are achievable, and I look forward to learning of ITA’s new long-haul destinations.

However, airline headquarters are often far removed from the actual customer experience onboard its planes. I hope this isn’t the case with ITA, and that its plans for exceptional service come to fruition.