Skipness one echo
Not really focusing on Monarch as such, more schedule traffic than charter, if someone books an IT trip the choice of airline is often secondary where as booking direct point to point the choice of airline is yours.
Skiing holiday are a case in point, you find your resort, your choice of Chalet with Inghams, Neilson VIP and so on then your local airport, its only then you find out who your flying with, i've flown with Flybe, bmi, bmibaby, Titan, BA & Jet2 but didn't know who with until i'd already made my mind up on the trip.
Some of the loads out LGW for DY are very impressive, so the business is coming from somewhere?