MyTravel Airways takes off inflight

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UK airline MyTravel Airways (formerly Airtours) is to launch a new low-cost airline, intensifying competition in the budget sector dominated by Ryanair and the merger between easyJet and Go. The new airline MyTravel Lite is due to begin services in the winter and will provide an inflight retail offer for passengers.

MyTravel Lite will be based at Birmingham and will initially fly to Belfast, Geneva, Alicante, Malaga and Beauvais airport near Paris. The inflight sales programme will begin on October 1 with a range of snacks and drinks for onboard consumption and pay-per-view films.

Cabin services development manager Christine Bowie told TRW that the programme features half of the products from the MyTravel Airways Retail Detail assortment. "We have selected the best-selling items which will be presented on a laminated sheet. There are plans to launch a dedicated inflight brochure but time and costs have restricted us to producing a separate sheet for the moment.

"At this stage, the inflight retail department needs to be flexible. We need to assess how successful travel-retail sales onboard MyTravel Lite are and learn more about the customer profile before we extend the assortment."