UK airline British Midland has decided to copy low fare airlines like Ryanair, by introducing a simplified fare structure that will drop many of the fare restrictions usually imposed by traditional carriers.
All fares will now be quoted on a one way basis, and will be available without minimum stay requirements such as the restrictive Saturday night stopover.
BMI currently operates daily services between Dublin and London, and between Cork and Leeds-Bradford.
Austin Reid, chief executive of BMI Ireland, said a review of the company's business model had found that no-frills competitors had an advantage over them through their simple fare structures.
BMI recently launched its own low fares airline, BMI Baby, which may prompt some confusion as to the rationale behind the new strategy for its parent company.
