With a new loyalty scheme, and other business benefits usually associated with the traditional airlines, Flybe is moving into their territory, says Jonathan Hart Business travellers can no longer justify flying legacy carriers on European routes. A bold statement, you may think, even in an industry familiar with hyped-up claim or counterclaim. And it comes not from the usual suspects in the low-cost arena, but from the normally unassuming Flybe, claiming its new loyalty scheme eradicates the final excuse for frequent flyers to opt for traditional airlines. “There is now no reason to fly legacy,” says Mike Rutter, Flybe’s chief commercial officer, commenting on the launch of the carrier’s Rewards4all scheme this autumn. Along with the “professional and generous” FFP, he claims, Flybe now offers the full range of services for business travellers, including dedicated check-in, free seat assignment, fast tracking, complimentary food, lounges and ticket flexibility. As the latest incarnation of British European Airways and formerly Jersey European Airways, dating back to the late 1970s, together with being the first UK domestic carrier to introduce Business Class in the mid-1990s, Flybe can also lay claim to being far from the average start-up, or upstart, carrier in the minds of frequent travellers. “We currently carry the highest percentage of business travellers in the low-cost sector,” maintains Rutter. Yet, arguably, it is only since shelving the British European brand and adopting the low-cost model in 2002, that Flybe has made a solid impact on the business travel radar – moving forward methodically from a basic no-frills concept to tailored service; low-cost status in tandem with a dramatically expanded route network and modernised fleet. Key to this have been Flybe's take-over earlier this year of the routes and aircraft of former British Airways regional carrier BA Connect, along with a US$2 billion investment programme incorporating the purchase of the latest technological aids and environmentally friendly aircraft, including the first Embraer 195 to be delivered to any airline. Together, they have created Europe's largest regional carrier, with 70 aircraft flying up to nine times daily on more than 150 routes across a dozen countries. With main bases at Birmingham, Southampton, Belfast, the Channel Islands, Edinburgh and Glasgow, and flying from 22 UK and 34 European airports to 56 destinations, 70% of Flybe's domestic and 20% of its continental network are considered prime regional business routes.
Passenger numbers last year totalled eight million. In line with points served, and in contrast with the general demise in executive perks as part of company travel policies across Europe, Flybe has since 2005 been determined to retain frequent flyer loyalty by offering benefits in a practical, affordable and sustainable way, yet still bookable via a travel management company or corporate travel manager. Over the past two years, the carrier has either introduced or broadened its dedicated Fybe Economy Plus programme for business travellers to include MI (management information) and customer accounting, as well as flight flexibility, streamlined benefits, lounge access and now the newly launched Rewards4all loyalty scheme, which it is currently rolling out. And with corporates becoming increasingly aware of their environmental responsibilities, the airline became the first in the world earlier this year to introduce an aircraft ‘eco-labelling’ scheme. Passengers, at the time of booking via the internet, are now provided with a detailed but user-friendly breakdown of the fuel consumption, carbon emissions and noise patterns of the aircraft type to be used on their journey. Calling itself the “backbone of UK travel”, and with more routes and innovations planned, the bulkedup Flybe looks set to further break the low-cost mould and become more than a rather curious name for a business airline. What you get with Flybe
Aircraft: the latest 118-seat Embraer 195 and low- emission 78-seat Bombardier Q400s are being phased in to replace current Embraer 145s and BAe146s
Flights: 57 destinations to/from 22 UK and 34 European airports
Routes: 156 plus. New this winter are flights to Geneva from the Isle of Man, Newquay and Jersey; also to Chambery, Berne and Salzburg from UK points
Ticketing policy: all advertised fares include government taxes/air passenger duty, passenger service charge and security and airport charges
Business benefits: Flybe Economy Plus includes ticket changing up to two hours prior to departure at no extra charge - Free pre-assigned window, aisle or extra leg-room seating
- Priority check-in and 'Q Buster' fast tracking
- In-flight Deli with complimentary drinks and snacks
- Flybe lounges at 16 UK and 16 European airports
- MI/journey reporting for TMCs or travel managers
Loyalty scheme: Rewards4all available to all passengers, with 16 points required for one free return flight; 20 points for one year's free lounge access. Economy one-way earns one point, return two points. Flybe Economy Plus passengers earn two points one way, four points return. Points awarded regardless of whether bookings are made through travel agents, corporate bookers, call centre or online via website Website: www.flybe.com
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