Summary

  • Similar liveries of Allegiant Air and Jet2holidays result from aircraft leasing, showcasing commitment to affordable leisure travel.
  • Practical considerations initially drove the adoption of similar liveries, leading to a lasting brand identity for both airlines.
  • Visual branding, like the sunburst design, plays a crucial role in establishing a strong brand identity and market positioning.

The strikingly similar liveries of Allegiant Air and Jet2holidays have captured the attention of aviation enthusiasts and travelers alike. The bright sunburst design, prominently featured on the tails of aircraft from both airlines, symbolizes sunny vacation destinations. Let’s explore the origins of this similarity, the business models of the two airlines, and the implications for their branding and market positioning.

Allegiant Air Airbus A319 taking off from Los Angeles International Airport.
Photo: Philip Pilosian | Shutterstock

Origins of the similar livery

According to AirlineReporter, the similarity between the liveries of Allegiant Air and Jet2holidays can be traced back to an aircraft leasing arrangement. Allegiant Air, an American low-cost carrier known for its focus on leisure travel, leased several Boeing 757 aircraft to Jet2holidays, a holiday package division under Jet2.com. During this period, Jet2holidays adopted a livery nearly identical to Allegiant’s, making only minor changes to the branding displayed on the aircraft​.

Practical considerations initially drove the decision to adopt a similar livery. When Allegiant leased the aircraft to Jet2holidays, they retained the essential design elements of their livery. This cost-effective approach allowed for easy rebranding if the aircraft were returned. However, the livery’s visual appeal and brand recognition led Jet2holidays to retain and standardize this design across its fleet, even after the leasing arrangement ended​.

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Allegiant Air’s branding and business model

Allegiant Air’s branding is closely tied to its business model, emphasizing budget-friendly travel to popular vacation destinations. The airline targets secondary markets, often flying out of smaller airports, which helps to keep operating costs low. Their fleet is big, and at once diverse.

Have you ever flown on either airline? Have you noticed the similarities? Let us know in the comments.

This strategy enables Allegiant to offer competitive fares while serving niche routes often underserved by significant carriers​. The sunburst livery of Allegiant Air, designed by Tiami Designs in Atlanta, Georgia, symbolizes the airline’s focus on sunny, leisure destinations.

An Allegiant Air Airbus A320 parked at an airport

Photo: GingChen | Shutterstock

This visual branding reinforces the airline’s identity as a vacation-oriented carrier, appealing to travellers looking for affordable getaways. The livery enhances brand recognition and helps differentiate Allegiant in a competitive market​.

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Jet2holidays: A leisure-focused airline

Jet2holidays, operating under the more prominent Jet2.com brand, specializes in offering package holidays. According to Airliner.net, this division was developed to complement Jet2.com’s traditional airline services, providing a comprehensive travel solution that includes flights, accommodations, and additional services. Adopting a similar livery to Allegiant’s was a practical solution and a strategic branding decision​​.

Jet2 Boeing 737-300 Landing In Salzburg

Photo: Photofex_AUT | Shutterstock

The livery’s bright colors and sunburst design visually communicate Jet2holidays’ focus on leisure travel, similar to Allegiant Air. This design choice helps to attract holidaymakers looking for a trusted brand that promises enjoyable vacations. Furthermore, the continuity of this design, even after the end of the aircraft leasing arrangement with Allegiant, underscores its effectiveness in establishing a strong brand identity​.

Jet2’s fleet in a nutshell:

Aircraft Type

Number in Fleet

Notable Features

Boeing 737-800

~75

Primary workhorse for short-haul routes

Boeing 757-200

~11

Used on longer European routes

Airbus A321

~2

Limited use, newer addition to the fleet

Airbus A321neo

~34

Newest addition, fuel-efficient

Boeing 737-300

~7

Older aircraft, being phased out

The role of aircraft leasing and strategic branding

The shared livery between Allegiant Air and Jet2holidays highlights the significant role of aircraft leasing in the aviation industry. Leasing allows airlines to manage fleet capacity more flexibly, accommodating seasonal demand without committing to long-term investments in aircraft. This practice is particularly beneficial for airlines like Jet2holidays and Allegiant, which cater to leisure travellers with fluctuating seasonal travel patterns​.

Jet2 Boeing 757 landing at Manchester Airport MAN

Photo: Bradley Caslin | Shutterstock

In the case of Allegiant and Jet2holidays, the leasing arrangement led to a visual overlap in branding, which has persisted even beyond the leasing period. This situation demonstrates how operational decisions, such as aircraft leasing, can have lasting impacts on brand identity and public perception. For both airlines, the sunburst livery has become synonymous with leisure and vacation, reinforcing their positions in the market.

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Implications for brand identity

Jet2holidays’ continued use of a similar livery, even after the end of the leasing agreement with Allegiant, suggests that both airlines have found value in this visual identity. According to the Infinite Flight Community, for Allegiant Air, that livery symbolizes its commitment to providing affordable vacation travel. Whilst for Jet2holidays, the design reinforces its branding as a trusted provider of holiday packages​.

Jet2 Boeing 757 Landing In Lanzarote

Photo: TROFNOM | Shutterstock

This similarity in branding also highlights a broader trend in the aviation industry, where visual identities play a crucial role in customer perception and brand loyalty. A distinctive livery can help an airline stand out in a crowded market, making it easier for travellers to associate the brand with specific travel experiences or destinations.

In conclusion, Allegiant Air and Jet2holidays’ similar liveries result from practical aircraft leasing arrangements and strategic branding decisions.

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Both airlines have leveraged this visual identity to reinforce their positions as providers of affordable leisure travel, appealing to budget-conscious travellers looking for sunny vacation destinations. This case illustrates the importance of visual branding in the airline industry and how operational decisions can shape public perception and brand identity.


  • Allegiant Air Tile

    Allegiant Air

    IATA/ICAO Code:
    G4/AAY

    Airline Type:
    Ultra-Low-Cost Carrier

    Year Founded:
    1997

    CEO:
    John Redmond

    Country:
    United States

    Region:
    North America

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