In today's interview at FlightGlobal, Willie is talking about rolling the concept out to other cities. As Level isn't tied to a national identity, that means the guesses start here as to where Level could end up next.
Secondary German and French cities? Eastern Europe where there are holes such as Budapest? Manchester?
For now Level was founded to compete against Norwegian, they share a bunch of routes. I guess if they expand it'll be to other airports where Norwegian is beating IAG such as Gatwick, but for now let's see how they do in Barcelona. Not much hope for some Norwegian hubs like Charles de Gaulle, why would IAG help Air France drive Norwegian out of their hub?
I have to say compared to Norwegian Level looks cheaper, Norwegian has a bit more classy look over it. Of course we'll have to see how the price level works out, that's something that can't be told by the looks of an airline.
Why do the legacies want to distance themselves so much? It feels like 1990s deja vu, with all the airlines within airlines etc.
Is the low cost that tarnishing to their "premium" brand? The seats are the same as Iberia, not like the back of the bus is that great anyways. Why not brand it Iberia?
So they have a few planes in this color scheme, then Iberia, then Iberia express, then Vueling, then BA, BA CityFlyer. Why not consolidated to have a stronger, bigger brand. This has zero association. LA, SF those are huge markets where you would think you would want a bigger brand presence.
Because that's how it works in Europe. Europeans think different from Americans when it comes to that. Here in Europe, differentiation is a good thing. You give people the opportunity to pick an airline that suits them. Consolidate that all into one airline and you lose customers that don't associate themselves with that one airline. Of course you can offer different service levels within an airline, but that's not the same.
Why not brand it Iberia? Because to some people Iberia is a premium airline and they don't want to fly a premium airline. They would never fly Iberia, but they would fly Vueling or Level because that gives them the feeling of being cheap. Iberia doesn't. On the other hand there are people who are a bit more upper class and who don't want to fly a cheap LCC, they want a premium airline. They wouldn't fly Level, but they would fly Iberia. Let's give the people a choice.