In addition to tourism, BWIA has probably a sizeable ethnic market waiting to be adressed.
I personnally don't know Belfast, should they are large communities of Trinitadians, Jamaicans and other Carribeans here we get the answer. They are prospective clients who wait for
-fair priced tickets
-therefore allowing more visits home and with families (often large)
Should they do the same as in France :
-they often pay cash
-travel in sizeable parties (Mr+Mrs+3/4 kids)
Alain