hmm an interesting strategy LGS
lets get this straight bmibaby, bmi regional and bmi are all trading names under british midland so.....
bmi is longhaul and shorthaul using the airbus a/c. bmi offers its pax on the shorthaul market a variation of ticket classes depending on what (THEY, YOU - THE PAX WANT), you choose and you fly - simple as that!
bmibaby is a low cost airline and fly boeing a/c
bmi regional is a shorthaul airline that uses embraer a/c that offers business or economy classes.
Now read all in to it what you want but the load factor will improve im sure, im not saying i agree or disagree with the bmi model at the minute but from a pax point of view this couldnt be easier!
one big thing the bmi bosses got right though and no one can argue with that is BMIBABY!!!! maybe because baby is so succesfull they maybe tried and modelled baby on the bmi brand??? who knows!!