The EI business model is interesting and attractive to certain (mainly business) flyers:
- pre bookable seats
- preassign seats - no mad dash to the plane
- ff program - one J flight to US and lounge access for year
- codesharing with ba and klm
- reasonable seat pitch
Problems with early morning slot ex BFS to LHR and late slot LHR to BFS.
Biggest advantage will be not having in traffic jam on M2 or M1 tryingto get to BD for morning flights.
Biggest problem at the moment is with the BA.com booking engine that often only links a full Y BFS-LHR with J/F business/first fare rather than I/A.
As with any start-up think need to give 6 months before making decisions.