Trouble as I see it is that plenty of business pax actually are happy to fly easyJet or similar (well it might be their boss who is actually happy). Maybe a dozen times a week I operate a BFS to LTN/STN service where there is 140 on board with only 70 bags. The cabin is half full of suits and laptop cases.
I think they were there before BMI chose to reposition its product and I'm not sure they're going back but that must be the hope at Donnington.
The competition for business pax is cuthroat. Look at EZY, now offering internet checkin, automated check in kiosks, no cabin bag weight or piece limit, 30 min checkin close, a B2B section on the website for company use. The main webpage also gives you booking options on the car park, transfers, hotels, and exec-departure lounges. Plus the option to transfer your ticket to an earlier or later flight with minimal fuss and cost if your meeting overuns or finishes earlier.
Its not a badly thought out business package for the MODERN businesman who probably isn't getting his lovely secretary to make his booking for him from the outer office...
I'm sure BMI will sort it out and there are many more sickly airlines out there who would love to be in the position of BMI.
Cheers
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