Flybe (Exeter) has announced a significant brand and product repositioning under the tagline “Making Flying Better” to help differentiate itself from the negative perceptions of low-fare travel.

According to the airline, “Making flying better” philosophy has three key objectives:

• Increasing our flight frequency and connections to offer greater choice and flexibility.
• Transparency pricing and booking processes to make it easier for our customers to understand.
• To reduce the hassle of air travel through UK airports.

Flybe continues in their announcement, “a number of recent initiatives by Flybe that are very much part of the ‘Making flying better’ concept, are already proving a success with passengers, particularly the arrival of the new Embraer 175 jet aircraft that are now flying across the network; and the launch of Flybe’s innovative Manchester hub that offers extra regional connections for the UK traveller.

At the heart of “Making flying better” is a fair, open and transparent approach to sales and service policies. Included amongst many of the new product initiatives to be rolled out during 2012 are the following that have been introduced:

• No charges for customers paying by debit card
• Credit card customers being charged on a per booking basis regardless of the number of passengers in the booking
• Creation of three new ticket types:
  • 1.  Essentials: this is Flybe’s lowest fare ticket that has no debit card charges, 10kg hand baggage allowance and seat selection at check in.
  • 2. New Economy: A brand new ticket which, in addition to the free use of cards and 10kg hand bag allowance, also includes – in one upfront inclusive price – a free standard sized hold bag, free advance seat selection at the time of booking, a changeable ticket (which may incur a fare upgrade) plus a free SMS text message detailing the booking information. Prices for this ticket start at under £50.
  • 3. Plus: Flybe has retained its top end product with a ticket that includes all the flexibility and comfort a short haul business traveller needs, including Executive Lounge access, a 40kg hold bag allowance and complimentary food and drink on board.
• The airline has also launched a new website and new-look advertising creative, including a soon-to-be aired series of TV commercials all featuring Flybe’s own pilots and cabin crew.

Hot on the heels of this initial launch will see Flybe offering its customers smart phone enabled platforms and Apps that will allow booking and check in for travellers on the move.

The airline then plans for a Flybe first with summer trials of inflight TV programming and entertainment available free of charge for its passengers through onboard wi-fi. Additional product and service enhancements are due to follow throughout the year.”

Copyright Photo: Keith Burton.

Flybe Slide Show: CLICK HERE