BRITISHMidland’s UK passengers have raised concerns over the airline’s name following consumer research.
The carrier launched a review of its branding after it announced plans to join a global alliance and launch flights to the US (Travel Weekly, August 2). Chief operating officer James Hogan refused to say what concerns passengers had raised, but it is believed confusion exists between the airline’s name and British Airways. Also the word ‘Midland’ could be considered parochial.
Hogan said: “The most concern over the brand was highlighted by the home market.
“We feel we should continue to evaluate the brand as we move towards an international alliance and into new markets,” he added.
The review, which is surveying UK, European and potential US passengers, is expected to be completed within the next week.
British Midland is set to unveil which global group – Star Alliance or Delta Air Lines/Air France – it is to join as early as this week.