17 August 2017

Industry Review / Airlines


bmi to focus on mid haul in 2007
December 2006 3

Brand: bmi
Spokesperson: Adrian Parkes, sales and marketing director, bmi.

Plans for 2007?
We want to build on the successful route launches to Riyadh, Jeddah and Moscow and to look at further developing our mid haul-strategy. We will be maintaining our focus on our excellent punctuality record and be driving customer service and efficiency through self-service tools and enhanced web enabled products.
In addition to our strategic focus, we will be launching our lie flat beds in June 2007 that will offer our Riyadh and Jeddah customers the best product in the market. We also feel that developments in our home market offer us a great opportunity to grow the bmi brand.

Strategy in the face of competition?
To continue to focus on our choice and value for money service proposition and to differentiate ourselves from our competition though our customer facing staff, our punctuality and our product offering.

New markets?
We have just launched our Heathrow to Moscow services with a new ‘best in class’ business product offering, a 41” pitch wider seat. This has been very well accepted in both markets and results to date are very encouraging. We are therefore keen to develop our mid-haul route strategy while consolidating and growing our long haul markets.

New for passengers?
I can’t reveal everything we will be doing at this stage, but the introduction of our lie-flat beds to our long haul aircraft will not be the only change to our business purpose products and cabins in 07. This is going to be an exciting year for bmi and our frequent and loyal travellers. 




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