Frederik Naumann
Sant Lluís
While other airlines have cut down on their schedules to the island, Derby-based budget airline Bmibaby will step up capacity between the U.K. and Menorca this summer by amending the initially planned schedule. The carrier, which is a subsidiary of Star Alliance-member British Midland Airways, is thus going to start its maiden season of operation to Menorca with up to six turnarounds weekly.
At the same Bmibaby will also step up capacity on some other routes between the UK and Spain. "We are seeing a strong demand from passengers for flights to typical summer sun destinations", commented Crawford Rix, Managing Director of Bmibaby, "as a result, we are adding in extra capacity from the East Midlands to Menorca and Almeria, from Birmingham to Murcia, Faro, Malaga and Alicante, and from Manchester to Palma". As Rix indicated, Bmibaby will add a total of 30 extra flights weekly on its routes from East Midlands, Birmingham and Manchester to Spain. "The additional weekly flights will allow us to carry over 2,000 extra passengers every week", the airline chief commented.
East Midlands flights
Bmibaby's announcement constitutes much appreciated news for Menorca's tourism industry as it will make the island more conveniently accessible from the U.K. In total the budget airline will now offer up to four flights weekly between East Midlands and Menorca, in addition to two weekly links with Cardiff International Airport.
According to Bmibaby's online schedule, flights between East Midlands and Menorca will start on 22nd May. As from that date until the end of season in October one turnaround each will be offered on Fridays, Saturdays and Sundays. Additionally, a fourth flight is going to be added on Tuesdays during peak season from 28th July until 1st September.
Likewise on 22nd May Bmibaby will start operating between Cardiff International Airport and Menorca. On this new route the airline will fly twice weekly, on Fridays and Sundays. The Friday turnaround, which departs from Cardiff at 1950 hrs., is suitable for passengers wishing to start their vacation at the end of a full working week. It arrives in Menorca at 2315 hrs., taking off back to Cardiff at 2350 hrs. after a ground time of 35 minutes. Arrival at the U.K. destination will be at 0120 hrs. the next day.
In addition to its regular flights to and from Cardiff, which will terminate on 18th and 23rd October respectively, Bmibaby has scheduled another turnaround at the end of the season on Saturday 31st October.
Intense marketing efforts
Bmibaby is accompanying the launch of its new routes between Menorca and East Midlands as well as Cardiff by intense marketing efforts obviously targeting at a broadening of the island's traditional target audience. "The island of Menorca is a beautiful destination with lots to do and with its typically sunny Mediterranean climate it is the perfect getaway for a weekend break or a family holiday", the airline writes in a press release, but it also strengthens Maó's potential for a town- and culture-focused vacation by praising it as a "cosmopolitan city" with "one of the world's largest and most beautiful natural harbours". The new April/May edition of Bmibaby's onboard magazine 'Yeahbaby' runs a rather unconventional, but well presented feature entitled "Party Island". It focuses on Menorca's fiestas, explaining about the patron saints, the role of horses and music and even adding suggestions about how to dress for a fiesta. The refreshing marketing approach obviously appeals also to island-based companies, as considerable local advertising has already been published in 'Yeahbaby'.
Established back in January 2002, Bmibaby Limited currently operates a fleet of 18 aircraft consisting of two different types (the Boeing B 737-300 with 148 seats and Boeing B 737-500 with 131 seats). It serves a network of about 30 destinations in nine countries. Bmibaby's business model follows a typical budget airline approach, comprising features such as catering offered for purchase onboard and minimal ground times at airports.