How does a small independent airline survive in a market dominated by continental powerhouses? Airliner World’s James Ronayne examines how bmi regional is successfully overcoming this challenge.
Europe’s commercial aviation scene is characterised by fierce competition as legacy carriers do battle with lowcost behemoths such as easyJet and Ryanair. As a relatively small carrier, bmi regional has had to be clever with its approach. It doesn’t enjoy the same economies of scale as larger carriers or the ability to be highly price sensitive. But by targeting underserved regional destinations with strong industrial connections it has successfully transitioned itself from being a small domestic player to a pan- European operator.