Originally Posted by
funkydrummer
It is an IAG venture. That way, substantial economies of scale can be exploited. Keeping multiple brands alive isn't super-expensive and potentially allows you to better target different customer segments.
Admittedly, that's the theory. But I assume IAG is doing the hands-on number crunching on this.
So why didn't they keep the BMI brand going, along with some of the other brands they've absorbed?
In his response, ISTFlyer mentions Iberia Express (I should have used multi quote, sorry) but the business class of I2 really is not great.