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bmi airline to focus on business passengers

2nd April 2007 Print
bmi, London Heathrow’s second largest airline, launches its new business traveller-focused initiative today (2 April). Designed after eight months of consultation and feedback with both customers and staff, the new service sees the introduction of an improved offering and product for the airline’s most loyal customers – diamond club members.

All qualifying members* will be entitled to complimentary food and drink onboard and priority seating towards the front of the aircraft as well as continuing to enjoy the benefits of one of the UK’s most generous frequent flyer programmes, through the lounge network and rewards scheme.

Under the new initiative diamond club will see the introduction of a new tier – blue plus – which is automatically awarded once 3,000 status miles have been earned in a 12 month period. Holders of blue plus, silver and gold cards will receive the complimentary in-flight meal as well all other diamond club benefits.

Nigel Turner, bmi chief executive officer, said: “We know that our most important customers are frequent flyers who often travel with us on business – a group that makes up a considerable proportion of our total passengers. They are looking for value for money, friendly welcoming service and want to be recognised and rewarded. Our new initiative delivers on all these points as well as helping to set out the future direction of the company, building on key strengths such as market-leading punctuality and a quick and efficient airport experience.

“Whilst our focus is on the business traveller we will continue to apply our ‘making travelling a pleasure’ ethos to all our passengers, whatever their purpose of travel. Customer feedback shows us time and time again that our people make bmi the preferred choice of airline, and significant investment in ongoing training will ensure that continues to be the case for all our customers.”

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* Any existing holders of the standard blue diamond club card will automatically be sent a blue plus card if 3,000 status miles have been earned in the past 12 months. Any new diamond club members earning 3,000 status miles in a 12 month period will also earn blue plus status. Members have to keep flying and earning status miles in each membership year to retain their status level.