TheLocalYokel
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- Jan 14, 2009
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- #21
Is it just me or is BMI under it's new ownership is proving much less popular than we'd all hoped? It has become the norm on various aviation message boards to discuss who will take on routes when BMI fail. I wish them well of course but I fear the brand has lost public confidence to such an extent they'd be better off completely re-branding to another name altogether. Thoughts?
Speaking about the airline generally and not just its BHX links, it seems to engender excellent passenger feedback if the likes of Skytrax comments are typical.
It seems to have adopted a policy of avoiding major airports in the UK where it could not compete with bigger carriers. BHX is the exception to this but has a limited programme from bmi regional.
Its strategy revealed earlier in this year was to concentrate on Aberdeen, Bristol and Norway, although it has since reduced some route coverage in Norway.
Part of its strategy was to forge links with past partners when the airline was under different ownership and has since gone some way along this path with its code share agreement with Lufthansa on its Bristol to Frankfurt and Bristol to Munich routes.
It has contracts to operate for Brussels Airlines on BRS-BRU, having recently replaced Flybe that previously held the SN contract, and also operates the Airbus corporate shuttle between Bristol, Toulouse and Hawarden with several rotations each weekday. Furthermore, bmi regional aircraft are seen regularly at weekends flying major football and rugby teams around the country on charter flights.
The current owners hold the Bmi name and are considering using that instead of bmi regional. I suppose if they rebranded to something completely different some punters would not recognise them at all although they know the bmi name.
There are five/six aircraft at BRS with Brussels Airlines, Airbus shuttle and the five destination public network.