Bmi is being rebranded to become flybmi as it introduces a revamped website optimised for mobile usage with a new booking engine.
The simplification of the brand and logo to flybmi “retains investment in the current name and visual identity, which still references the history of the Bmi brand while appealing to a broader European audience, according to the carrier.
The new booking engine enables customers to move through the booking flow, comparing prices across flight times and dates.
Various payment options and currencies can be used, irrespective of the passenger’s point of origin.
Marketing and customer director Antony Price said: “We have worked very hard to create an easy to use website working equally well on all user interfaces that appeals to both our corporate and leisure customers.
“We believe the new site does exactly that. The clean, sharp design makes it easy for time pressed business travellers to navigate and book flights and find important content, whilst the redesigned destination reviews are there to inform and inspire those looking for a holiday or mini break within Europe.
“We’re also delighted that both the website and official title of the airline will now be consistently referred to as flybmi. It will refresh and enhance the brand.”