More traffic!
There's a fair bit of 'lost', high yield traffic at the moment due to declared distances. For example, a chartered (i.e. Public Transport) Excel had to hold last night to get down to landing weight and others often divert to Filton or Brum etc. in wet conditions.
It's centrally located, 200m from the M50/A40 junction with over 100 000 people living within a 10-minute drive. Affluent part of the country with relatively high business travel demand suggests potential 'niche' scheduled services too.
The ILS will make a big difference to IR training too. Training capacity is already stretched at Bristol, Cardiff, Coventry & Brum.