On Saturday evening, something.. happened, with the new owners of Monarch breaking cover, with plans to launch a new airline.

Looking at the post on the platform formally known as Twitter, it seems the ownership has transferred following the exit of previous owners.

Monarch Airlines Limited and Monarch Holidays Limited were yesterday passed into new ownership following the exit of the companies’ founder and previous majority shareholder. More information will be forthcoming.

— Monarch Airlines (@letsmonarch) August 19, 2023

Checking the Companies House data, the filings are valid, with significant activity in the transfer of the company over the past few days.

Let’s spin back in time

The original Monarch Airlines was started in June 1967, initially as a charter and scheduled airline to provide connectivity for holiday travellers.

The airline pivoted to Low-Cost operations in 2004, before collapsing in style in October 2017, requiring aircraft from across the world to assist in the repatriation effort.

Monarch Airways Airbus A321 coming into Birmingham Airport in 2016. Image, Economy Class and Beyond.

At the time, it was the largest collapse of an airline based in the United Kingdom. This collapse would pale when Thomas Cook Group failed in 2019.

When the airline collapsed, Monarch was an Airbus A320 operator with 34 aircraft in the fleet, with them planning to switch to the Boeing 737 MAX family.

Onto the new

It seems the intent is to file for a new Aircraft Operators Certificate and spin up a new airline, based on the Monarch name, with a fleet to support the operation.

Trading on nostalgia – A double-edged sword

Nostalgia is a wonderful thing – we look back on things fondly. However, nostalgia is not enough to run an airline on, and trading on a name alone will not be enough to sustain it.

How do we know this?

See the recent relaunch of Flybe that lasted 2 years and 4 months – with actual flying operations that lasted nine months.

Therein is a warning itself, as you have to match your fleet, network and expectations appropriately. As well as the timing.

How will Monarch try to fit in, and what will be its unique selling point?

The space that Monarch Airways has been filled – to put it bluntly, with Ryanair and easyJet filling in the Low-cost carrier segment, whilst Jet2 and TUI have been working away filling the holiday and charter segments.

That’s going to be the tough question. Looking at the two companies registered – an airline and a tour operator – it’s clear that Monarch will be trying to wedge itself in the holidays segment – given the setting up of a holiday company as well as an airline.

How it fits itself in that segment is going to be interesting – again the four airlines above have established holiday operations, to offer additional value beyond just the airfare.

I look forward to seeing what the New Monarch is planning – although I hope their business plan extends beyond trading on the name of a previously failed airline…

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