The European-only carrier will introduce what it describes as flexible flight packages that allow customers the choice of paying for “added options” such as with extra leg room and in-flight meals on top of the seat price.
Monarch competes with low-cost airlines such as Ryanair on price but aims to steal share from higher end carriers like British Airways by highlighting customer service.
It hopes that the move will tap into passengers’ desire for greater freedom when planning flights.
The carrier has introduced the “Fly your way. Every day” strapline to mark the shift in strategy. Its fleet of 30 aircraft will be rebranded with the new line. Print, outdoor and digital activity will launch later this week.
The airline intends to accelerate its shift from offering charter flights to selling more profitable scheduled flights.
It is hoping that 70% of its flights will be scheduled by mid-summer, increasing to 80% next year. It will also scrap credit card fees from today (1 June).
The Monarch Group, which includes package holiday provider Cosmos, made a pre-tax profit of £1.5m in the year to October 2010, compared with a loss of £30.4m in the year before.