News: bmi announces new business model
Flights > News > # 466 (23/05/2005)
bmi has announced the launch of a new service structure for its flights to and from London Heathrow, following a six-month study surveying the views of 10,000 air travellers.
A modular approach will see bmi switch to a single class service, with paid-for catering on board and faster e-enabled services for customers on the ground.
Most importantly, customers will be able to choose from three fare types, according to the level of service and flexibility they want with their ticket.
The airline claims to be offering true low-cost fares from Heathrow, with bmibaby's 'tiny' fares available on bmi flights. These low-cost fares will have bmibaby's standard low-cost terms and conditions. Fares will start from £25 one-way.
For travellers wanting some flexibility and service, bmi standard fares will be available, whereas for travellers wanting full flexibility and the highest levels of service, bmi premium fares will still be available.
Nigel Turner, bmi's chief executive, said:
"For the last three years we have faced two fundamental issues. More than half of our passengers travel on business - but most of them do so in the rear of the aircraft. They or their companies choose to travel in economy. Our leisure travellers were getting the lowest fares but a full service offering.
"Now we're getting back in sync with what our customers want. We're giving them the choice. They can choose what they want - and what they want to pay for - when they travel."
bmi is to use cutting-edge technology to deliver far greater on-the-ground speed at Heathrow. More self-check-in kiosks are being installed, along with new systems to allow check-in and printing of boarding passes at home. A new focus has been applied to the operation, which delivered significant improvements in punctuality. The new initiatives are expected to deliver savings of more than £30 million annually, which the airline intends to pass on to the customers in the form of more low fare flights from Heathrow.
bmi confirmed that four core business routes - Heathrow to Glasgow, Edinburgh, Belfast City and Brussels - will retain a separate business class cabin, after research showed that extensive demand still exists for it on these routes. All other routes will become single class, including bmi's popular shuttle flights to other UK cities such as Manchester, Leeds and Aberdeen.
Nigel Turner said:
"We will give the passengers more choice, this will give us a unique market position where bmi once again becomes the consumers' champion."
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Comment:
This will be welcomed by most passengers, who understand that there is no point in paying extra for an airline sandwich if they don't want one. bmi have already been offering some very good fares on their flights from Heathrow, with some offers starting
