After a somewhat prolonged initiation process the final phoenix from the ashes of Sabena will actually become operational on 25 March 2007 it has been confirmed.
It was back in October 2004 that the merger of SN Brussels Airlines and Virgin Express was announced, its affirmation a protracted process due to the requirements of European approvals, and the problems of bringing together two distinct management teams.
The new hybrid will continue to offer a two-class product on its long-haul network and to three medium-haul destinations (Helsinki, Moscow Domodedovo and Tel Aviv) but will move to a single cabin short-haul configuration for all its other services.
Currently with 44% of all traffic through Brussels International Airport, the combined new carrier expects to establish itself quickly as a major European airline, serving Europe”s capital. It has come up with a "new generation" economy product called b.flex and b.light. The b, which is also the airline's new logo, symbolizes both Brussels and Belgium.
B.flex comprises tickets without charge for change of date or destination, a 100% refund for pre-departure cancellation and rebooking onto an earlier flight at no extra cost. The ticket comes with priority boarding, seating in the front of the aircraft, complimentary newspapers, meals and fast-track through security, although this is initially only available at Brussels Airport. The carrier claims its b.flex fares will be 50% cheaper than its competitors' business class fares. All tickets will be sold one-way.
The new airline will start life with three Airbus A330 (and plans to add a fourth), three Airbus A319, 10 Boeing 737, and 32 Avro/BAe 146. The airline will serve 50 European destinations, 13 in Africa, three US gateways, the UAE and China. During its short lifetime SN Brussels never made a profit. However Brussels Airways will keep the traditional SN code for all its services.