Virgin Express and SN Brussels to operate under new name

SN Brussels Airlines and Virgin Express are to come together under a new airline brand “in the near future”.

The disclosure that the merged carrier will operate under a new corporate identity came as the board of owner SN Airholding endorsed a strategic plan for the future of the Belgian aviation group.

The two airlines, which have been under the common ownership of SN Airholding for a year, will operate with two distinct products – a basic service for price-sensitive passengers, and an upgraded one for more time-sensitive travellers seeking greater convenience and flexibility.

Seats for the new airline will be sold both through the travel trade and direct distribution channels.

“Further investments in the relationship with the travel agencies and in the expansion of the e-commerce activities are planned,” a statement said.

The current network will be “further optimised” with greater emphasis being placed on the major economic centres of Europe.

The statement added: “The strategic plan also envisages an expansion of the medium and long haul fleets – the latter to extend long haul destinations to continents other than Africa. In conjunction with this, projects are currently also under way to participate in local intra Africa airlines’ ventures, in order to give greater support to certain existing routes.”

It added: “Whilst many aspects will be completed within six to twelve months, fleet changes will be dictated by supplier and market conditions.”

SN Brussels Airlines and Virgin Express will continue to offer their individual in-flight service products and networks this summer and the new-look airline will continue to operate from their Brussels hub.

The statement said: “It is intended that the new structure will allow the airline both to reinforce and to expand its current leading position at Brussels Airport, and to become the benchmark standard for all travel to and from the EU capital.”

The SN Airholding Group generated €946 million income last year, with charges amounted to €934 million, resulting in a net profit of €12 million, the group said.                  

The two airlines carried 5.167 million passengers. The load factor of Virgin Express increased by 4 percentage points to 79.8% and SN Brussels Airlines increased by 3 percentage points to 61%.

Report by Phil Davies