bmi launches new business model for Heathrow

bmi has launched a new modular airline service, following a six-month study surveying the views of 10,000 air travellers.

The 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.

Customers will be able to choose from three fare types, according to the level of service and flexibility they want with their ticket.

For the first time, bmibaby’s ‘tiny’ fares will be available on bmi flights from Heathrow. These low-cost fares will have bmibaby’s standard low-cost terms and conditions. They will be sold through flybmi.com and bmibaby.com. Fares will start from £25 one-way.

For travellers wanting some flexibility and service, bmi standard fares will be available. And for travellers wanting full flexibility and the highest levels of service, bmi premium fares will also 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.

“And our leisure travellers are getting 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 currently installing more self-check-in kiosks at Heathrow, along with new systems to allow check-in and printing of boarding passes at home, the office or while on the move.

The new initiatives are expected to deliver savings of more than £30 million annually to the airline. 

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 demand still exists for it on these routes. But all other routes will become single class.

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