Someone mentioned it above...
'Decide on your strategy and stick to it'
Passengers, especially regular and loyal ones (ie the ones you want..no?) need reliability and certainty.
The Long Haul business out of MAN is a case in point. Great product, great service and building a good solid reputation.The flip flopping that has gone on has served only to undermine the work previously done. Where do they fly to now? Does anyone really know?
They have jumped in to some opportunistic LH routes at LHR, 'mixing it with the big boys' and most of this is frankly, a laughing stock.
If BMi want to see how to run a successful LH route they need look no further than the MAN-ORD service run by AA for (god knows,,20 years?). Every regular punter knows there is a daily non stop same time every day, runs like clockwork and always has done - total reliability is what's needed. That's how you build a sustainable business with brand loyalty.