bmi is to launching a new customer initiative focusing on the business traveller following eight months of consultation and feedback with both customers and staff.

The initiative, which goes live on 2 April, will see the introduction of an improved offering and product for the airline’s most loyal customers - diamond club members. While a paid-for in-flight catering service will remain a feature of mainline services from Heathrow, all diamond club members* will be entitled to complimentary food and drink onboard, priority seating towards the front of the aircraft and will continue 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.

“The airline industry has been through a period of massive change in the past five years - a process that continues today. By developing and evolving our products and services we can ensure we continue to meet and exceed the expectations of our customers and remain competitive in the marketplace.”

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