Exploring the Rise, Challenges, and Final Rebranding of OpenSkies: How the Airline Operated from Paris and Amsterdam to the U.S. Before Becoming LEVEL France – What Travelers Need to Know About This Transition in Transatlantic Air Travel and What It Means for Your Next Trip

Published on February 15, 2026

British Airways’ boutique airline, OpenSkies, embarked on a bold mission in 2008, aiming to redefine the premium transatlantic travel experience. With its focus on luxury and niche routes between Europe and the United States, it was set to cater to a select group of travelers. However, despite the initial promise, OpenSkies’ journey ended up being short-lived, with the airline succumbing to the effects of the global COVID-19 pandemic and eventually being rebranded as LEVEL France in 2018. This article explores the life and challenges of OpenSkies, examining its ambitious start, its strategic challenges, and how it evolved into a low-cost carrier under a new brand, marking the end of an era for the boutique airline.

The Birth of a Boutique Airline: British Airways OpenSkies

In the late 2000s, British Airways sought to expand its transatlantic footprint with a unique offering that would cater to the business and luxury travel market. With the EU-US Open Skies Agreement in place, new possibilities arose for European airlines to operate more freely between the EU and the United States. Thus, in 2008, British Airways launched OpenSkies, a subsidiary designed to fill this niche. Operating routes primarily from Paris and Amsterdam to major US cities like New York, Washington DC, and later Newark, the airline targeted travelers looking for a more exclusive experience compared to mainstream carriers.

To distinguish itself, OpenSkies used a fleet of Boeing 757-200 aircraft, many of which were transferred from British Airways’ aging fleet. These aircraft were reconfigured for long-haul flights, featuring a unique three-class seating arrangement, including a luxurious Biz Bed class aimed at business travelers. The airline’s focus on premium services and boutique offerings set it apart from its competitors, but it faced significant challenges from the outset.

Early Challenges and Expansion Plans

One of the early hurdles faced by OpenSkies was its controversial launch. The decision to operate a subsidiary airline outside of British Airways’ existing pilot union agreements sparked tension within the airline’s workforce. This initial unrest was coupled with an economic downturn that severely impacted the airline’s prospects. Despite these challenges, British Airways sought to accelerate OpenSkies’ growth by acquiring L’Avion, a French all-Boeing 757 carrier based in Paris Orly Airport.

The acquisition of L’Avion in 2008 allowed OpenSkies to expand its route network, adding more destinations like Newark and Washington Dulles. However, despite these efforts, the airline struggled to maintain its original ambitions of rapid growth. Several routes were quickly cut due to financial pressures, and OpenSkies was forced to adjust its strategy. The New York-Amsterdam route, for instance, was suspended in 2009, only a few months after it was introduced. The airline also shifted its operations from New York JFK to Newark, a move designed to alleviate congestion and parking issues at JFK.

From Boutique Airline to Mainstream

By 2012, OpenSkies joined the oneworld alliance, further aligning itself with its parent company, British Airways. However, at this point, the airline had significantly scaled back its expansion plans. Despite the glamorous image of the Biz Bed service, the operational challenges and the competitive market made it difficult for OpenSkies to maintain profitability.

In 2016, the airline expanded its fleet with a single Boeing 767-300ER aircraft, formerly used by British Airways. This aircraft featured a more traditional three-class seating configuration, offering 192 seats, which was a far cry from the more luxurious layouts that the airline had originally promoted. Yet, even this new addition wasn’t enough to secure the airline’s place in the crowded transatlantic market.

The Inevitable Rebrand: LEVEL France Takes Flight

As OpenSkies struggled to keep up with the changing dynamics of the airline industry, parent company International Airlines Group (IAG) decided to make a drastic change. In 2017, IAG announced that OpenSkies would undergo a major rebranding, and the new airline would operate under the LEVEL France brand starting in 2018. This decision marked a clear shift in strategy, as LEVEL France would no longer cater exclusively to the business traveler but would instead focus on the low-cost carrier market.

In preparation for this rebranding, the airline underwent a fleet transformation, replacing its Boeing 757s with Airbus A330-200 aircraft, sourced from IAG’s Iberia fleet. The new aircraft featured high-density seating with only a small premium economy section, a stark departure from OpenSkies’ original premium-focused approach. The airline’s operations were now more in line with IAG’s broader low-cost strategy, which had already seen success with its LEVEL brand in Spain.

LEVEL France: A New Direction in Air Travel

With the launch of LEVEL France, the airline’s operations shifted towards offering affordable flights on long-haul routes, particularly between Paris Orly and destinations like New York and Montreal. The new configuration of LEVEL France’s Airbus A330s included 21 premium economy seats and 293 economy seats, catering to a broader audience of budget-conscious travelers. While this move allowed LEVEL France to thrive in a competitive market, it also marked the end of the OpenSkies legacy as a luxury transatlantic carrier.

Despite the rebranding and a new focus on budget travel, the story of OpenSkies serves as a reminder of the ever-changing dynamics of the airline industry. It highlights the challenges faced by niche airlines, especially those that try to cater to luxury markets while competing against larger, established carriers.

A Travel Perspective: What This Means for Tourists

For travelers looking for budget-friendly transatlantic flights, LEVEL France provides a great option. The airline’s low-cost approach allows passengers to travel between Europe and North America affordably, particularly for those who are flexible with their travel dates and are looking to save on premium services. However, for those seeking more luxury services or exclusive experiences, the demise of OpenSkies highlights the shift in the market towards mass-market solutions.

The legacy of OpenSkies is also significant for tourists interested in the evolution of airline travel between Europe and the United States. While the brand may no longer exist, its influence on premium services and transatlantic routes still lingers. Travelers can reflect on this history when considering which airline to choose for their next long-haul journey, particularly when balancing cost with comfort.

Top Travel Tips for Flying with LEVEL France

1. Look for Deals: LEVEL France often offers great discounts, especially if you book early or remain flexible with your travel dates.
2. Premium Economy Perks: While it’s a low-cost carrier, the premium economy section offers additional legroom and perks, making it an affordable choice for those willing to splurge a little.
3. Loyalty Programs: Since LEVEL France is part of the oneworld alliance, frequent travelers can earn miles with Iberia, British Airways, and other partner airlines.
4. Flight Routes: If you’re looking for convenient flights between Paris and major US cities like New York or Montreal, LEVEL France offers direct connections.