Brussels Airlines unveils new market strategy, to position itself 'as a hybrid airline'

Brussels Airlines announced (15-Jul-2014) its new market strategy, with the carrier to position "itself as a hybrid airline which offers a high value for money solution for all market segments and budgets, without having to compromise." From 01-Sep-2014, the carrier will offer the following products on its European services:

• check&go: Return fares to begin at EUR69, including taxes and fees, with no checked baggage allowance or in-flight meals. 'check&go' tickets will also offer no flexibility;
• light&relax: Return fares to begin at EUR109, including taxes and fees, offering checked baggage allowance, allocated seating and ticket flexibility;
• flex&fast: Designed to "better respond to the needs of the business traveler", 'flex&fast' will offer checked baggage allowance, priority check-in, fast-track security and allocated seating at the front of the aircraft, in addition to in-flight meals and ticket flexibility;
• biz&class: Brussels Airlines' new business class product will offer lounge access, premium in-flight meals, increased baggage allowance and free middle seats on all aircraft.

The carrier also launched a new slogan, "We go the extra smile", and plans to launch a new FFP by the end of 2014. Brussels Airlines CEO Bernard Gustin said: "The days where the airline made the choice for the passenger are over. Today our guests wants to choose for themselves which service level best suits their needs. We therefore need to break old habits. More than ever, our strategy consists of differentiating, segmenting and putting the customer at the heart of everything we do. After our recent investments in our long haul on-board product, our European fleet renewal and the expansion of our European network, we have now developed new products, based on what our guests really want." Brussels Airlines CCO Lars Redeligx added: "The products that we are announcing today are the result of a year worth of research. Our new positioning is unique, no other airline operating out of Brussels Airport offers as many options as Brussels Airlines. Our guests don't need to compromise between price and quality, we offer them a competitive price and a quality service. We are convinced that our product offer will allow us to attract new clients, for whom we didn't have the right product before. Existing Brussels Airlines customers will experience even more quality at very competitive fares." [more - original PR - English/French]