Viva (formerly Viva Aerobus) has established itself as Mexico’s leading ultra-low-cost carrier, recognized for its distinctive green livery and commitment to making air travel affordable for all Mexicans. From modest beginnings to becoming the country’s third-largest airline, Viva has transformed the Mexican aviation landscape by connecting underserved markets while maintaining a relentless focus on cost efficiency and operational reliability.
Bus Roots to Wings: The History of Viva
Viva Aerobus was founded through a strategic partnership between Mexico’s largest bus company, IAMSA, and Irelandia Aviation, the investment vehicle of the Ryan family (founders of Ryanair). This unique collaboration combined IAMSA’s deep understanding of Mexican transportation markets with Irelandia’s expertise in developing successful low-cost carriers globally.
The airline commenced operations in 2006, initially connecting Monterrey to various Mexican domestic destinations with a fleet of Boeing 737-300 aircraft. From day one, Viva embraced the ultra-low-cost carrier model that had proven successful in Europe and the United States, offering bare-bones base fares with additional services available for purchase. This approach allowed the airline to target both traditional air travelers seeking cheaper options and, importantly, first-time flyers transitioning from long-distance bus travel.
In its early years, Viva focused primarily on domestic expansion, gradually building a network centered on its Monterrey hub. The airline’s strategy specifically targeted routes with significant bus traffic, offering competitive fares that made flying an affordable alternative to often lengthy bus journeys. This “bus-to-air” conversion strategy proved highly effective in stimulating new demand among Mexico’s growing middle class.
A pivotal moment in Viva’s history came in 2013 when the airline placed an order for 52 Airbus A320 family aircraft, at the time the largest single Airbus order by a Mexican airline. This transformative fleet renewal initiative signaled Viva’s commitment to modernization and growth while providing significant operational cost advantages through improved fuel efficiency.
The first Airbus A320ceo joined Viva’s fleet in May 2015, beginning the gradual phase-out of the original Boeing 737-300s. The following year, in October 2016, Viva took delivery of its first Airbus A320neo, becoming an early adopter of this new, more efficient aircraft type. These fleet developments enabled further expansion of the airline’s route network and frequency improvements on existing services.
In 2018, Viva amended its Airbus order to include the larger A321neo, which joined the fleet in 2020. This aircraft, with its increased capacity of up to 240 seats, allows the airline to serve high-demand routes more efficiently while further reducing per-seat costs.
Throughout the late 2010s and early 2020s, Viva expanded its international footprint, adding routes to the United States and other destinations in the Americas. The airline has also developed strategic partnerships, including a significant alliance with Allegiant Air announced in December 2021 to expand low-cost services between Mexico and the United States.
In October 2024, the airline underwent a major rebranding, simplifying its name from “Viva Aerobus” to simply “Viva” while introducing a new logo, livery, and customer service improvements including a more flexible booking policy. This rebranding reflects the airline’s evolution from a regional challenger to an established player in the Mexican and North American aviation markets.
Through these years of growth and transformation, Viva has maintained a consistent focus on cost leadership, operational efficiency, and making air travel accessible to segments of society previously unable to afford flying. This approach has enabled the airline to democratize aviation in Mexico while building a sustainable business model in a highly competitive market.
By the Numbers: Viva Stats
Viva’s position as Mexico’s leading ultra-low-cost carrier is reflected in these impressive statistics:
- Mexico’s third-largest airline and the eleventh-largest in North America by passenger numbers
- Serves more than 50 destinations with over 160 routes across Mexico, the United States, and parts of Central and South America
- Operates more than 400 daily flights
- Fleet of 113 aircraft (all Airbus A320 family)
- Youngest fleet in Mexico and Latin America with an average age of just 5 years
- Carries millions of passengers annually with continuous year-over-year growth
- Employs thousands of staff members
- Maintains one of the lowest cost structures in the global airline industry
- Named “Low-Cost Airline of the Year 2022” by the CAPA Center for Aviation
- Recognized as North America’s fourth airline with the youngest fleet in 2023 by CH-Aviation
Quick Facts About Viva
- Headquarters: Monterrey International Airport, Apodaca, Nuevo León, Mexico
- Main Base: Monterrey International Airport (MTY)
- IATA Code: VB
- ICAO Code: VIV
- Call Sign: “Viva”
- Founded in 2006, fully owned by IAMSA (Mexico’s largest bus company group)
- Previously co-owned by Irelandia Aviation (investment vehicle of Ryanair’s founding family)
- Operating bases include Monterrey, Cancún, Guadalajara, Mexico City (both Benito Juárez and Felipe Ángeles airports), Los Cabos, Mérida, and Tijuana
- Distinctive green livery recently refreshed under 2024 rebranding
- Operates an all-Airbus fleet, primarily A320neo and A321neo aircraft
- Known for its “Flex-Sí-bilidad” customer service policy introduced in 2024
- Pioneered the ultra-low-cost carrier model in Mexico
- Has formed strategic alliances with Allegiant Air, Iberia, and Air Canada
- Recognized for inclusive workplace initiatives, including support for working mothers and the LGBT+ community
- Slogan: “El Bajo Costo de Volar” (The Low Cost of Flying)
Hub Cities: Viva’s Major Operations
Viva operates a hybrid network combining both point-to-point service and hub operations across Mexico:
- Monterrey International Airport (MTY) – Primary hub and largest operation, serving as the airline’s headquarters with 24 non-stop routes
- Mexico City International Airport (MEX) – Major operations at the country’s busiest airport
- Mexico City Felipe Ángeles International Airport (NLU) – Strategic presence at the capital’s newer airport
- Cancún International Airport (CUN) – Tourism-focused operating base serving both domestic and international routes
- Guadalajara International Airport (GDL) – Key western Mexico operating base
- Tijuana International Airport (TIJ) – Strategic border base with Cross Border Xpress connection to San Diego
- Mérida International Airport (MID) – Newest operating base established in 2023, serving Mexico’s Yucatán peninsula
- Los Cabos International Airport (SJD) – Tourism-focused operating base
These strategically positioned bases enable Viva to efficiently serve its extensive domestic network across Mexico while also supporting international services, primarily to the United States. The multi-base approach provides natural risk diversification while allowing the airline to target distinct market segments including business travelers, tourists, and visiting friends and relatives (VFR) traffic.
A distinctive element of Viva’s network strategy is its significant presence at Tijuana International Airport, which serves as a gateway between Mexico and California through the Cross Border Xpress (CBX) terminal. This enclosed pedestrian bridge allows passengers to cross directly between Tijuana Airport and a terminal in San Diego, effectively creating a binational airport serving the Cali-Baja region.
Viva’s route network is characterized by a mix of business-oriented trunk routes connecting major Mexican cities, tourism routes linking population centers with beach destinations, and international services focusing on markets with strong VFR traffic between Mexico and the United States.
Fleet and Service
Viva operates a uniform fleet consisting exclusively of Airbus A320 family aircraft, providing operational efficiencies and consistency in training and maintenance.
The backbone of Viva’s fleet includes:
- Airbus A320 – 51 aircraft
- Airbus A320neo – 22 aircraft
- Airbus A321 – 10 aircraft
- Airbus A321neo – 30 aircraft
This modern fleet, with an average age of just 5 years, is among the youngest in North America. Viva has continued its commitment to fleet modernization with a landmark order in July 2023 for an additional 90 Airbus A321neo aircraft, signaling ambitious expansion plans for the coming years.
Viva configures its aircraft in a single-class, high-density layout designed to maximize revenue while keeping base fares low:
- Airbus A320/A320neo: 180-186 seats
- Airbus A321/A321neo: 230-240 seats
As a true ultra-low-cost carrier, Viva’s service philosophy centers around its unbundled fare concept:
- Base fares cover only transportation (no free checked baggage)
- Carry-on bags, checked luggage, seat assignments, and priority boarding available for additional fees
- All onboard food and beverages available for purchase
- Option to bundle amenities through fare families for savings over à la carte pricing
- Additional ancillary services including hotel bookings, car rentals, and travel insurance available during booking
The airline’s 2024 rebranding introduced an enhanced “Flex-Sí-bilidad” policy aimed at improving the passenger experience through more flexible options for ticket changes, name modifications, and flight alterations. This initiative represents a strategic evolution of Viva’s service offering while maintaining its fundamental ultra-low-cost positioning.
Market Evolution and Social Impact
Viva has played a transformative role in Mexico’s transportation landscape, fundamentally changing how millions of people travel throughout the country.
A cornerstone of Viva’s strategy has been its focus on “bus-to-air” conversion, directly targeting passengers who traditionally used Mexico’s extensive long-distance bus network. By offering comparably priced air tickets that reduce travel times from days to hours, Viva has successfully converted millions of bus passengers to first-time air travelers.
This democratization of air travel has had profound social impacts across Mexico:
- Enabling family reunification for migrant workers who can now afford to visit home more frequently
- Facilitating access to medical care in major cities for residents of remote areas
- Opening educational opportunities by making university visits and attendance more feasible
- Boosting tourism to secondary destinations previously difficult to access
- Supporting business development in regions historically underserved by air transportation
Viva has been particularly successful in stimulating demand in markets with limited or no previous commercial air service. By introducing routes to secondary and tertiary cities at affordable price points, the airline has unlocked latent demand and created entirely new air travel markets across Mexico.
The airline’s impact extends beyond Mexico through its growing international network and partnerships with carriers like Allegiant Air, Iberia, and Air Canada. These relationships enable improved connectivity between Mexico and key international markets while maintaining the cost efficiencies that allow Viva to offer competitive fares.
Operational Excellence and Sustainability
Viva has distinguished itself through operational reliability and efficiency metrics that rank among the best in the ultra-low-cost carrier segment.
The airline’s cost leadership position is built on several key operational strategies:
- High aircraft utilization rates maximizing revenue-generating hours
- Rapid turnaround times increasing daily flight cycles per aircraft
- High-density single-class cabin configurations reducing per-seat costs
- Uniform fleet composition simplifying maintenance and training
- Strategic base locations minimizing overnight stays for both aircraft and crew
- Efficient crew scheduling and resource allocation
- Digital-first approach reducing distribution and administrative costs
Viva has implemented comprehensive digitalization initiatives across its operation, including:
- Advanced revenue management systems
- Automated crew scheduling tools
- Paperless cockpit operations
- Comprehensive mobile application with self-service capabilities
- Data-driven network planning and route development
Environmental sustainability has become an increasingly important focus area for Viva, with initiatives including:
- Fleet modernization with fuel-efficient Airbus A320neo and A321neo aircraft
- Operational procedures that minimize fuel consumption
- Weight reduction initiatives including lighter cabin equipment
- Digital transformation reducing paper consumption
- Optimized flight planning to reduce emissions
The airline’s young, efficient fleet gives it a competitive advantage in addressing environmental concerns, with its neo-generation aircraft producing significantly lower emissions per passenger than older aircraft operated by competitors or traditional bus transportation for equivalent journeys.
Recent Developments and Future Plans
In recent years, Viva has navigated significant challenges while continuing to implement strategic initiatives for long-term growth and sustainability.
The airline has maintained its fleet modernization momentum, with new A320neo and A321neo deliveries steadily replacing older aircraft while expanding overall capacity. The 2023 memorandum of understanding with Airbus for 90 additional A321neo aircraft represents one of the largest aircraft orders in Latin American aviation history and signals Viva’s ambitious growth plans for the coming decade.
Viva has been rapidly expanding its international presence, particularly to the United States following Mexico’s restoration to Category 1 safety rating by the FAA in 2023. This regulatory improvement has enabled Mexican carriers to add new U.S. routes, with Viva announcing multiple new services including connections from Monterrey to cities like Miami, New York, Denver, and Austin, as well as the airline’s first U.S. flights from Querétaro to San Antonio and Houston.
The October 2024 rebranding from “Viva Aerobus” to simply “Viva” represents a significant milestone in the airline’s evolution, modernizing its visual identity while introducing enhanced customer service policies. This initiative positions the carrier for its next growth phase while addressing increasing competition in the Mexican market.
Viva has continued to develop strategic partnerships beyond the Allegiant Air alliance, announcing an interline agreement with Air Canada in September 2024 and a codeshare agreement with Iberia to better connect passengers traveling between Mexico and Spain. These relationships enhance Viva’s network reach without requiring direct investment in long-haul operations.
The airline has enhanced its digital capabilities, improving its mobile application and online services while implementing new technology across customer-facing and operational areas. These initiatives aim to reduce distribution costs while enhancing the customer experience and reducing the cost of serving each passenger.
Looking Ahead
As Viva navigates the evolving aviation landscape, the airline faces both challenges and opportunities. Competition in the Mexican market remains intense, with both established carriers and potential new entrants targeting similar passenger segments.
Viva’s positioning as Mexico’s leading ultra-low-cost carrier with a comprehensive domestic network and growing international presence provides distinctive advantages in this competitive environment. The airline’s established presence in secondary markets creates natural defensibility against competitors primarily focused on major metropolitan areas.
Mexico’s favorable demographics – with a young, increasingly mobile population and growing middle class – align well with Viva’s target market and digital-first approach. The country’s geographic position also provides natural advantages for developing U.S.-Mexico transborder services, a market segment where Viva has been increasingly active.
Infrastructure constraints represent a significant challenge, particularly at Mexico City International Airport, which operates at capacity with limited expansion potential. However, Viva’s multi-base strategy and presence at alternative airports like Felipe Ángeles International provide some insulation from these constraints.
Environmental considerations will increasingly shape Viva’s strategy, with pressure from both regulators and consumers to reduce aviation’s carbon footprint. The airline’s fleet modernization program and operational efficiency initiatives provide a foundation for addressing these challenges while maintaining its cost leadership position.
From its founding vision of democratizing air travel to its current position as Mexico’s third-largest airline, Viva’s journey demonstrates how innovative business models and clear strategic positioning can transform an entire market. As it looks to the future, Mexico’s green-tailed carrier seems positioned to continue connecting Mexico and beyond while making the freedom of flight accessible to ever more passengers through its commitment to affordable fares and operational excellence.
Keyword: TopAirlines