Just for the marketing thingy, and not in response to any other postings, what passengers like myself wants is pretty simple, yet it eludes most airlines.
1. A comfy seat with adequate legroom (see American Airlines - I'm sure they did market research before increasing their standard economy seat pitch to 35"). Even if they don't ask for this, I think this would make most passengers happy.
2. Cost is a factor, but in relation to 1. above, most airlines seem to believe that with a comfy seat must come champagne/choice of meals/masseurs etc.. all that is required is more space per passenger. I know that the revenue per seat is reduced, but I do not believe the sums when calculated correctly including fewer passengers/less luggage/more room for freight etc mean that the additional cost is necessarily more than 10 or 20 pounds per passenger.
3. I do not want 'premium economy' which costs huge wadges of cash over standard eceonomy due to titilating treats (champagne etc..) as mentioned above. (again see American Airlines).
4. Less queues at check in and security, and not just for business class passengers.
5. Cheaper car parking, preferably not a 3 mile bus trip away, with a miserable git of a bus driver in a cold minibus seating 500.
6. Friendly, pleasant staff.
7. Better fresh (it isn't at present) air on board the plane. search under boeing 777, for info.
8. Luggage delivered the same day as flight arrives, preferably within 30 minutes max.
9. seats in the airport concourse, and not just for those who wish to drink coffee in the numerous retail outlets.
10. Comfy seats - have I said that already?
Hope his helps. Oh, and also,
11. No more Naff docu-soaps about budget airlines. Please!