Monarch FOCUS ON
Long live the king
It’s not often you get to mix with royalty but Jeremy Clark found a way to meet a reigning Monarch when he took a trip to London Luton in the UK
Monarch
Airlines Monarch Airlines has been operating out of the UK for almost 50 years. While public perception is coloured by a long history in the charter market, there is in fact a lot more to them than this. Today over 80% of the airline's volume is scheduled passenger traffic, and this is growing.
ast year saw great jubilation and celebration in the UK to mark the Queen's sixtieth year on the throne. But Elizabeth II is not the only monarch with longevity and tradition. Monarch Airlines is the UK’s longest surviving airline brand, with almost 50 years in the skies.
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Monarch has been a part of aviation history throughout the latter half of the twentieth century but compared to some of the others, both new and old, has kept a fairly low profile. I went to its HQ and met head of PR and communications, Russell Ison, and Lynn Jones, the onboard product and quality manager.
They quickly corrected my perception that Monarch was primarily a charter airline and explained that 80% of its volume is scheduled traffic. New UK start points at Leeds Bradford and East Midlands airports mean it now flies out of six UK airports to more than 88 scheduled destinations.
So who flies Monarch?
Ison is very clear their market is the 'leisure travel' market. There is no pretence at being something they are not and it is refreshing to see clarity and focus because pigeon-holing Monarch is not easy. "Monarch has a growing market in scheduled leisure travel and continues to grow this as well as supporting our charter arm,” Ison says. Monarch’s other business arms include a thriving engineering service which looks after its own fleet plus other carriers. Additionally, the Cosmos package holiday brand is a part of the group.
Currently Monarch has a fleet of 39 aircraft and is taking delivery of some new Airbus A320s shortly. There is no multi-class configuration on the
scheduled flights, however current seating options are being upgraded to a new design which affords an additional two inches of legroom due to the thin design.
Surprisingly these seats (introduced in June) do not recline but are pre-configured in a semi-reclined position. Ison explains: “We did a huge amount of research and asked a lot of passengers what they preferred. There was an overwhelming response for seats not to recline partly due to the inconvenience during meal services. We have chosen a design that reflects that wish whilst still offering comfort and space.”
Onboard service features Onboard service is a major part of the pre-sale process and Jones has ensured that best quality choices are available. Hot meals are available on most flights over one hour and choices are centered in traditional British stalwarts like Lancashire hot pot, shepherds pie
and, the most popular choice, a full English breakfast. “Universally popular, this is easy to serve at high quality through the pre-service procedure,” says Jones. Take up of pre-ordered meals is particularly good.
Portion sizes are generous, and good quality salads, desserts, tea and coffee are included in the single purchase price. Food, except hot meals, can also be impulse-purchased.
Monarch also has a thriving niche business in the high-end round-the- world Business charter market. Aircraft re-configured to full Business seating take high-rollers on luxury trips. Jones has years in airline hospitality with Dan-Air and on private jets for many of the Middle East rulers, so dealing with monarchs comes easy!
Even monarchs have to reinvent themselves from time to time and Monarch Airlines' new slogan: “Putting the Fun Back Into Flying” is something they hope we can all embrace. Long live the king!
“We’re not Ryanair or easyjet but at the same time we don’t pretend to be British Airways or similar”
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