I was just reading on PPRUNE of rumours of a new premium short haul airline to launch flights from Summer 2008...

These flights are set to fly from Luton (LTN) and Manchester (MAN), the airline is called PremJet and claim they will fly the routes using MD-83's in an 80 seat config...

The routes that they have earmarked to launch are:
Malaga (AGP)
Palma (PMI)
Tenerife (TFS/TFN)
Faro (FAO)
Paphos (PFO)

The levels of service they are claiming to offer, which is included in the price is as follows:
- Priority check-in
- Generous baggage allowance
- Free carriage of sports equipment such as golf clubs or skis
- Exclusive business lounges at departure airports
- Three course gourmet meal on board
- Choice of complimentary champagnes, fine wines, liqueurs and soft drinks
- Complimentary newspapers and magazines

Their website is http://www.premjet.co.uk

I am in two minds if this will work... In many respects I can see why people would opt for using a service like this, that will offer them a service that puts the "enjoyment" back into flying. Especially when these routes are dominated by LCC, and even if people have the money to spend, premium seats on these kind of routes is limited (but this is probably for a reason!) and will give them a choice.

BUT as has been pointed out before, many times... These routes are usually very low yielding routes and with the number of charter airlines and Low Cost Carriers on these sort of routes, the market is cut throat. Also airlines like Monarch offer many of the above services as optional extras, and allows people who wants the services to pay for them.

If this airline does get off the ground there will be a very fine line between them making a profit and offering all these "premium" services at a competitive price. I would have thought the markets this airline will be targeting, will the be the middle class upwards/retired who own holiday homes abroad, where quality over cost will be more important.

Interesting to know everyone else's views...