Passengers who have enjoyed purchasing cheap airplane tickets and cheap vacation packages through Midwest Airlines may be in for a disappointment as Republic Airways, Midwests new owner, is considering retiring the brand. This move is being motivated by a desire to reduce costs and create a more focused marketing approach of Republics multiple brands.
Republic purchased Midwest and Frontier Airlines in 2009. Since completing these purchases it has allowed both carriers to fly as stand-alone brands. Some Midwest-branded flights are being flown on Frontier-branded planes and vice versa. This has resulted in confusion for some of the passengers. For example, Frontier flights being flown on Midwest jets do not have DirecTV service that is an expected amenity on Frontier planes.
Republic has announced that later this spring it will roll out a unified brand plan for Midwest and Frontier airlines. Sometime after Labor Day, Republic is planning on creating a single reservation system for both airlines.
A branding decision, based on surveys of 30,000 travelers, is expected by Republic sometime in late March. The two airlines frequent fliers are being asked how much they value Frontiers seatback TVs and Midwests chocolate chip cookies.
Republic Airways has admitted that the ultimate unified brand name may not be either Frontier or Midwest.
Midwest has been largely a business airline, with revenues of $400 million. Frontiers reputation is that of a leisure airline, with $1.3 billion in revenues.