Loganair is already upping the ante in readiness for the battle with FlyBe after August 31st.
I flew down from Glasgow to MAN this evening aboard Saab 2000 G-LGNT (LOG85KG / BE6647). Whilst the franchise remains in force until the end of August, Loganair is already heavily promoting its own brand. Each seat cover has a section abeam eye-level on the back of the seat ahead detailing how to book flights operating after 31 August ... ie. with Loganair, via their own website and telephone reservations number. And in the Pier A arrivals corridor at Manchester there is now a huge Loganair advertisement promoting their three routes from MAN (and connections within Scotland beyond).
The franchise relationship with FlyBe has always been problematic. Loganair charges higher base-fares than FlyBe for comparable routes but then includes a 20kg checked bag and complimentary onboard drink and snack. They do not charge card fees on bookings. FlyBe themselves offer low initial fares, but charge extra increments for checked luggage and onboard catering. This has long caused consternation amongst connecting passengers in particular who book with "FlyBe" GLA-MAN and onward MAN-EXT (for example), only to encounter completely conflicting brand-values on the two sectors. Most passengers believe they are flying on the same airline, as they are supposed to. Why are we paying for baggage and food on one FlyBe flight but not on the other, they wonder. Understandably.
It is most unfortunate that FlyBe and Loganair appear to have 'irreconcilable differences'. From September 1st they will go head-to-head on several routes and it isn't going to be pretty. "FlyBe are frankly going to try and kill us," Loganair CEO Jonathan Hinkles has recently been reported as saying.
There were 38 passengers aboard tonight's 50-seater Saab 2000. Given Loganair's relatively high fares that should be a profitable load. But divide those 38 passengers between two competing flights* (September 1st onwards), likely with predatory fare-discounting in play too, and the economics will change dramatically. I suspect that it will prove very damaging for both carriers for as long as the confrontation persists.
* There should be upto eight return flights daily on MAN-GLA between the two competing brands wef September 1st. For a while, at least!
Putting aside who is in the right and who is in the wrong, I suspect that FlyBe will have the upper hand. Firstly, it is they who can offer the broader range of connections. Secondly, Loganair will be under pressure to match their headline fares ... but then they will still need to honour their commitment to accept a free 20kg checked bag and to provide free inflight catering. If they charge more, FlyBe will win the bookings ... most customers will go with the lower price. And of course, many passengers (like myself today) make no use of the included checked-baggage allowance anyway ... we're just paying a higher fare for a perk which adds no value for us.
One potential saving grace for Loganair is that there are reports that Eastern Airways will be providing MAN-GLA flights on behalf of the FlyBe franchise. They themselves are noted for high fares on their own branded routes ... will that become the business model on their version of the FlyBe franchise too? It will be easier for Loganair to match them if so. Then there is the question of aircraft types on the route ... will Eastern / FlyBe stick with the Saab 2000 or perhaps insert some Jetstream 41's into the schedule? Of course, Loganair could roster more smaller Saab 340's in turn. But these smaller commuter types risk undermining customer satisfaction on the route.
After alighting at MAN, it was apparent that many passengers took the right turn towards 'flight transfers'. Surely Eastern / FlyBe will be in pole position to secure the lion's share of this business?
It's going to be painful (for the two airlines) for a while after September 1st. Maybe a bit of a bonanza for customers for as long as the battle rages. But once common sense eventually prevails, we must hope that someone is left standing to offer a sustainable MAN-GLA schedule for the long-term. And to protect our established connecting passenger flows.
My understanding is that MAN-NWI will be flown by Loganair only post-August 31st. Likewise MAN-INV, though using BMIR-branded E145's (already introduced to the route). BMI Regional is under the same ownership as Loganair.
Changing tack completely, it was interesting (to me) to note that we followed FrenchBlue A350-900 down the ILS at Manchester tonight. If I'm not in a position to get a photo that view was the next best thing. We made a close pass of it on the taxiway system too. Glorious visibility on the approach tonight.
