As expected the SWA copy cats in Europe are all facing the reality of the European industry. With packed sky's, and even more packed airports Europe's new entrants are going to quickly fade or if lucky be bought out. SWA, the base for most of Europes low cost no frills airlines is able to succeed because they can keep costs down; with fast turn around, secondary airports, low fuel costs (compared to Europe), fairly low employee benefits, and used planes (initially).
Now the European industry (GO, Ryanair, Buzz, Easyjet, Virgin ex, transavia) are trying to imitate this idea but using primary airports such as AMS, high fuel costs, expensive employee benefits, severe gate and expansion restrictions, fierce competition, weather delays, new planes, international routes (passports from England to rest or EU) and various other things.
I have been very surprised that they have made it this long. But I have to say that Branson made the right move with Virgin and its only a matter of time before the others find out that the low fare no frills SWA idea does not fly in Europe. Wait till they get the latest bill from London for take off and landing costs.
Next stop Australia