BTS: bmi Regional to roll out premium economy

bmi Regional plans to introduce a premium economy service across its aircraft from later this year.

Colin Lewis, director of marketing at the airline told Travel Daily it will ditch its traditional two-cabin configuration to offer one standard, premium offering on its aircraft.

Its new services will also include an updated catering offering with a ‘Best of British’ theme and will include healthy options and treats.

“Currently our business and economy cabins do not have much differentiation and lies in the legacy model so we have made the decision to ‘upgrade’ across the whole aircraft,” Lewis explained. “Our catering will be a higher quality offering with a fresh, modern and healthy take on the Best of British, but with some other options for those who want to treat themselves.”

The Best of British theme is one bmi Regional has been carrying across its branding and promotion, giving more kudos to the airline than British residents probably give it credit for.

“Britain is cool and seen as a country with a positive vibe. It is more aspirational than I expected and our British elements will stand for all that those values are about,” Lewis explained.

In its network the airline will concentrate on increasing frequencies first before introducing new flights, although has already launched several this year to and within Scandinavia.

Focusing on connecting cities that service business travellers and industries such as the energy sectors, Lewis said the carrier will only build where it sees niche opportunities.

Codeshare agreements are also in the pipeline with two to be announced later this year. This will expand the airline’s passenger count, which reached 500,000 in 2013.

bmi Regional offers flights from Bristol, Birmingham and Aberdeen in the UK with flights from Newcastle to Brussels launching later this year.