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What Is The Relevance Of BMI?  
User currently offlineContinentalEWR From United States of America, joined May 2000, 3762 posts, RR: 13
Posted (8 years 3 months 3 days 4 hours ago) and read 3368 times:

It seems several years after British Midland "The Airline for Europe" went on to become BMI, the company is still struggling to find a true identity. It still has planes painted in a transition livery and continues to shift planes and routes around, seemingly taking advantage of some routes that BA has given up (Saudi Arabia) for example, and trying anything to get a toe hold in the long haul market from Heathrow.

Has BMI given up on fighting for a slice of the transatlantic market out of Heathrow? The Manchester route network seems to be struggling a bit for its flights to the USA.

Just wondering, if someone will buy them?

And BMI Baby??

Talk about a confused brand.

5 replies: All unread, jump to last
 
User currently offlineJoost From Netherlands, joined Apr 2005, 3149 posts, RR: 4
Reply 1, posted (8 years 3 months 2 days 21 hours ago) and read 3290 times:

Here you are opening a can of worms  Smile

BMI indeed does not seem to have a clear direction. They are a bit of everything; a full-service regional airline, a low cost airline, a network carrier. 3 Different on-board products. A lot of confusion.

I think they missed out an important opportunity a few years ago. They have so many slots at LHR and can fly to so many places in Europe. They have a lot of LCC competition, that's right. But IMHO, they should have had themselves transformed into a certain niche carrier, operating the lowest fares from LHR and becoming a great partner to several Star Alliance carriers, as a feeder. Just look at all S.A. long haul carriers that operate to LHR; an airline offering great connections at an attractive price would be a great fit. But this is not how things went.

FYI, they can not start transatlantic service from LHR due to Bermuda II. They are currently owned 20% SAS, 30% Lufthansa, 50% investment group of Sir Bishop. Rumours are for a long time that Virgin might be interested.


User currently offlineHumberside From United Kingdom, joined Dec 2005, 4914 posts, RR: 5
Reply 2, posted (8 years 3 months 2 days 16 hours ago) and read 3162 times:

Quoting ContinentalEWR (Thread starter):
Has BMI given up on fighting for a slice of the transatlantic market out of Heathrow?

No. If/When there is EU Open Skies and bmi can find suitable planes they will probably be the first new entrant from LHR to the US. I think their first destination would be JFK

Quoting ContinentalEWR (Thread starter):
The Manchester route network seems to be struggling a bit for its flights to the USA.

bmi need the planes at LHR for Saudi Arabia/Mumbai



Visit the Air Humberside Website and Forum
User currently offlineCrosscountry From United Kingdom, joined Nov 2005, 127 posts, RR: 0
Reply 3, posted (8 years 3 months 2 days 14 hours ago) and read 3107 times:

The last thing we need is another carrier offering LHR-JFK
BMI would be better off concentrating on being "An airline for Europe"
I would expect CO and DL to want to muscle in on any open skies agreement, despite the fact it will be difficult to win passengers off the established carriers, VS, BA and AA.


User currently offlineHumberside From United Kingdom, joined Dec 2005, 4914 posts, RR: 5
Reply 4, posted (8 years 3 months 2 days 11 hours ago) and read 3016 times:

Quoting Crosscountry (Reply 3):
I would expect CO and DL to want to muscle in on any open skies agreement, despite the fact it will be difficult to win passengers off the established carriers, VS, BA and AA.

CO, DL, NW and US will want to serve LHR

CO almost certainly will if they can. They wont have to attarct passengers from established carriers as all they will probably do is move most services from LGW so no new capacity into the LON-US market.

As for DL and NW they will want to serve LHR but may not be able to afford to do so. Unless they start new services (eg Delta LHR-JFK), like CO they wont have to attract passengers from VS/BA/UA/AA as they will just move services from LGW

Finally US Airways. They have moved out of Chapter 11 but may decide they have better things to spend their money on. On the other hand, LHR would allow them to offer connections onto bmi. Again though they would be no new capacity in LON-US as US would just move services from LGW if they started LHR flights



Visit the Air Humberside Website and Forum
User currently offlineContinentalEWR From United States of America, joined May 2000, 3762 posts, RR: 13
Reply 5, posted (8 years 3 months 2 days 5 hours ago) and read 2877 times:

BMI does not need to fly LHR-JFK. That route is well served by BA, AA, VS, and marginally, by UA. The issue here is that they would need at least four and as many as 7 daily nonstops in this market to be truly competitive. I do not see this happening.

Business Class fares are pricey in this market, but coach fares are generally quite low.

The problem with BMI is the brand. No one has a clear understanding of what it is they stand for. They are not a low cost airline, they are not a full service airline despite the accolades of their business class product. What BMI does is be the "wannabe" alternative to BA and VS.

They also have an ugly livery and a brand name that is not sufficiently British any more, the way it used to be when it was British Midland.


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