Monarch to set sights higher with added extras

Leisure carrier Monarch has overhauled its brand strategy to reposition itself as an airline that allows passengers to choose their own flight experience.


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.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here