Was just putting it out there; a hypothetical scenario really. I'm struggling to find places in Europe that aren't already served by EZY/FR that ZB could expand into.
Absolutely and from a short haul perspective Easyjet go as far if not slightly further than Monarch, something which was unthinkable only 4/5 years ago. Who'd have thought SSH, AMM, TLV etc.
My personal view is that Monarch will always struggle to compete. It has a well established brand but only in the UK, they do a great job serving the Costas, Balearics and Canaries but otherwise they aren't that different from many other LCC's.