As bmi celebrates its fifth anniversary as an independent airline, it sets its sights on becoming a leading pan-European regional airline.
November 2012 was bmi’s first month operating as a fully independent airline, after having been sold by British Airways’ parent group IAG. Over the past five years, it has grown into a unique pan-European airline, devoted to linking secondary business communities throughout Europe to major hubs and linking key emerging regions in Europe directly, and shows no sign of slowing down.
With a fleet of 20 Embraer Jet 135 and 145 aircraft, seating 37 and 49 customers respectively, the airline has carved out its own bespoke niche. With signs of consolidation in the European market on the horizon, the niche opportunity bmi is seeking to exploit has grown.
The scale of this opportunity can be easily seen in a number of bmi’s recently launched routes. Prior to the launch of bmi’s service from London Stansted to Derry in spring 2017, the route was operated once a day mid-day by a low-cost airline and was cancelled due to being unsustainable. Seeing this as an opportunity, bmi introduced double daily flights at convenient times for business travellers, and it became the airline’s fastest-selling new route. Equally, bmi took on the Rostock – Munich route, which had been operated thrice weekly previously, and created a new daily service, which has since grown to become a double daily flight.
The airline’s strategy to offer much-needed services on commuter routes such as these has become a key point of differentiation for bmi, and is a big factor in the airline’s progress over the past five years. With smaller jets, more nimble and tailored product solutions, and the freedom enjoyed by being independent, the airline is better able to read niche markets and serve them accordingly.
Jochen Schnadt, chief commercial officer of bmi regional, commented, “Our aim at bmi is to become the leader in pan-European aviation. Let’s face it, travelling today isn’t exactly hassle-free, so we are keen to create a more seamless door to door product that offers the kind of convenience that travellers will seek out again and again.”
“We are constantly striving to understand the real needs of our customers.” Schnadt continued, “Our key focuses as a business are when we fly, where we fly and how we can make this travel experience as hassle-free as possible. After five years, the opportunity for our business has never been greater. The niche is growing and we plan to grow with it.”
- 29th November 2017