There has been intense speculation over recent months that the arrival of the merged carrier would herald a return of the name of the bankrupt Belgian flag carrier. However, at a launch in Brussels the identity of the new airline - Brussels Airlines - was revealed.
Apart from new branding, the plan is to overhaul the previous short-haul model by bringing an end to the traditional business/economy class configuration and introducing two economy class products. These have been dubbed "B-Flex" and "B-Light".
While there will be no difference in the seating arrangements between the two products, B-Flex is intended to be a value-added economy product, offering additional benefits such as priority boarding, complimentary food and drink and a frequent flyer programme, but with fares at half the normal business class fare, according to outgoing chief executive Neil Burrows. He is due to be replaced by Philippe Vander Putten in January. "We expect the split between the two products will be around 35% in B-Flex and 65% in B-Light," says Burrows.
The carrier will also focus on adding African and North American destinations to its long-haul network and is looking to lease a fourth Airbus A330. SN Brussels has a mix of A330s, A319s and BAe 146/Avro RJs, while Virgin Express has Boeing 737s. Its medium-haul routes to Moscow, Tel Aviv and Helsinki will retain the traditional two-class configuration.
Services under the new identity are scheduled to begin with the start of the summer schedule in March. Burrows says he expects the two carriers to be profitable in 2006, "barring anything unforeseen", with revenues forecast at around €950 million ($1.2 billion).
SN Brussels has signalled its commitment to invest in the African market by planning to take a majority shareholding in a new national carrier for Cameroon, but Burrows says the bid may have been scuppered by interest from an undisclosed US investor. "An American player has come into the market, but what we are offering is airline expertise, while what they are offering is money," he says.
If successful, SN Brussels says it intends to set up a new short-haul carrier in place of the existing Cameroon Airlines, which ceases operations in June next year.
Source: Airline Business
