Monarch to take on Easyjet, Ryanair in low-cost market
Friday 03 June 2011
British airline Monarch has announced plans to become a scheduled carrier, moving away from chartered flights for the first time in 40 years.
Monarch Airlines, which has traditionally provided flights as part of package holidays sold by travel agents, said June 1 that it will reposition itself as a scheduled airline as part of a "significant shift in strategy."
It will now compete directly with established rivals Ryanair and Easyjet, allowing customers to book their flights online at its website, Monarch.co.uk - in a dig at rivals, the airline also announced that it will scrap charges for online debit card bookings, a move welcomed by British consumer affairs group Which?.
The new service will be built around a "build your own class" concept designed to differentiate Monarch from its competitors.
Unlike Ryanair and Easyjet, it will offer all passengers an allocated seat, although extras such as hot meals, seats with extra leg room and an extra baggage allowance, will be charged separately.
Monarch's Conrad Clifford told Bloomberg TV that the service was designed to sit between legacy airlines and budget carriers and was aimed at a niche "for people that want to pay a little bit more and really enjoy service."
The carrier currently serves routes within Europe and further afield, including the Caribbean and Africa, but said that it intended to "extensively expand" its routes and fleet of aircraft.
The Independent travel offers: Discover a world of inspiring destinations
- 2 General Election 2015: 14-year-old boy asks Nick Clegg – 'can you kill Katie Hopkins?'
- 3 University student in court for allegedly covering housemates' food in window cleaner and spit
- 4 Ryan Gosling posts tribute to 'Ryan Gosling Won't Eat His Cereal' creator Ryan McHenry
In defence of liberal democracy
Over 50,000 families shipped out of London boroughs in the past three years due to welfare cuts and soaring rents
EU asylum policy is 'a direct threat to our civilisation', says Nigel Farage
The Rothschild Libel: Why has it taken 200 years for an anti-Semitic slur that emerged from the Battle of Waterloo to be dismissed?
General Election 2015: UK will be 'run for the wealthy and powerful' if Tories retain power, Labour warns
General election live: SNP suspends two members for disrupting Labour rally
£32K: Guru Careers: We are seeking a Dining Room Head Chef to work for one of ...
£27K: Guru Careers: We are seeking a Pastry Sous Chef / Experienced Pastry Che...
£40000 - £50000 per annum: Ashdown Group: A growing business that has been ope...
£24800 - £29000 per annum: Recruitment Genius: As one of London's leading Muse...