As a BD
silver holder, I am please that the US services are doing well. However, I am not surprised that BD
Mainline is struggling. It has a great product - as good as if not better than BA
- however there are some areas that let it down.
As we have had many times before on this forum - there is an impression that BD
doesn't know whether to compete with it's competitors as a business airline or a lesiure airline. Also - from a personal point of view it doesn't have a good business model when it comes to entering new markets.
Currently there are severe problems in the call centre. I spent over two hours on the phone a couple of weeks ago just trying to change a flexible ticket for a different flight - one and a half hours of this was on hold on the Diamond club line. Well, at least I am going to get refunded the £70 the calls cost me from Spain on my mobile - but that isn't the point.
In the local markets there seems to be a lack of penetration. For example, here in Spain there is no website in Spanish, no local number that BMI
have to go to the call centre in the UK free of charge. Though I have discovered another number that in answered as BMI
(though I suspect is in Spanair somewhere) - but the UK reps don't know about this. What chance of success is there when the route is really only being marketed at one end? Seems like basic to me in this day and age of the information superhighway for an airline to have its website in all local languages where they fly and be able to offer a full service to their customers in those countries they serve.
seem to start up new routes - spend a lot of money promoting them and then deserting them. Take LHR
as an example. It started off as 4 daily flights and is now down to just 1 per day. Business, well in business when I fly I am usually one of 4 people - and most of the others seem to be connecting off AC
flights at LHR
. I flew IB
last week. I was one of 26 business class passengers on the A320 I flew on - that's where the money is!
The other thing that BD
do is start one off routes to places like TFS
and then run them a while and drop them. TLS
has just gone. I believe BCN
has gone. BMI
is trying to compete not only with BA
, but with the LCCs as well. They have a price structure similar to a LCC (being able to buy singles only at return prices) - but run a mainline airlines costs from Heathrow.....
is trying to be too many things to too many people!