Today First Choice announced it took up its options for the 787s it ordered. "Having taken the decision to increase our commitment to long-haul destinations, we wanted to ensure we could do this in the most cost-effective and environmentally sound way, while offering our customers new destinations and even more comfortable travel," said Dermot Blastland, managing director of First Choice Mainstream Holidays.
Well, for those of you who think the long haul LCC is a fantasy – think again. Its here. This is the first "non-legacy airline" to build its business around the 787 but it will not be the last. It is important to understand that First Choice is not really an LCC – it positions itself as a premium charter and tour company. But it has a lot in common with an LCC as it is not a networked airline.
With the ability to connect virtually any secondary city in the world to the UK, First Choice will be able to move into markets up now the exclusively the playthings of British Airways and Virgin Atlantic. Many people have commented on the 787 being a "game changer" – this order needs to make many in the aviation world pay attention to what is surely the next frontier to be invaded by LCCs. First Choice is based out of Manchester and will be able to fly just about anywhere with its 787s that British holiday makers want to go.
For airlines that realize that air travel is a commodity, the 787 is the way to go. For now at least, until the A350XWB is available. If Airbus focuses on the larger sized A350XWB, as many suggest they should, then you could have a 777-sized airplane that will also connect secondary cities the world over. The good news for UK residents is that they will be able to avoid the bottlenecks called Gatwick and Heathrow as First Choice moves its planes into secondary UK airports.
