Brussels Airlines turned 15 on 15 February 2017. Since 2002, no less than 78.8 million travellers flew on a Brussels Airlines flight. Connect Belgium to the world, be an airline that understands what customers want, create employment and sustainable growth. These were the essential ingredients of the business plan in 2002 and continue to be a priority.
15 years later Brussels Airlines has grown to become an airline flying from Brussels Airport to 73 European destinations and 21 intercontinental destinations. Worldwide Brussels Airlines became known as the Africa specialist. The fleet expanded to 45 short / medium haul aircraft and 10 long-haul aircraft and direct employment rose to 3,500 jobs. Indirectly, the activities guarantee about 11,000 additional jobs. As a Star Alliance member, Brussels Airlines collaborates with dozens of other airlines from its hub at Brussels Airport.
In the course of those 15 years, 78.8 million passengers were welcomed onboard Brussels Airlines’ flights. 69 million of them travelled on European flights, 8.1 million flew to Africa and more than 1 million crossed the Atlantic. The long haul belly space carried 320,000 tons of airfreight.
In its investments, Brussels Airlines has always put the customer first. A lot has changed for the passenger since the birth of the airline. 15 years ago, everyone travelled with paper tickets in Business or Economy Class. Checking in for a flight was only possible at the check-in desk. Today, everyone travels with electronic tickets and Passengers can choose from four different travel classes on European flights and three classes on long haul flights. More than 50 percent of their passengers now checks in online, via their smartphone or the self-check-in machines at the airport. The airline invested heavily in its airport lounges and did great efforts to make flying with Brussels Airlines much cheaper. The lowest economy return ticket price back in 2002 was €160. Today, a Brussels Airlines ticket is available as from €69.
Since market conditions and travel behavior have changed a lot over the years, Brussels Airlines was transformed from a traditional airliner with a Business and Economy Class product to a hybrid airline with travel products that appeal to both price sensitive customers and those seeking great service. The new commercial strategy was supported by a very clear Belgian positioning. The collaborations with Belgian chefs, chocolatiers and breweries to promote local Belgian products and the special Magritte, Tintin and Red Devils planes are just some examples of this “Made in Belgium” approach.
