So far, Air Belgium has four A340s in its fleet configured in three classes – business, premium economy and economy. These aircraft have significant range, however due to high fuel consumption have generally fallen out of favour with airlines, especially with the advent of more fuel-efficient aircraft such as the A350-900 – Airbus’s successor to the A340 – and Boeing’s 787 Dreamliner.

“The A340 offers high payload and long range. Yes it is a four-engine aircraft, but these engines are relatively inexpensive to maintain. These newer aircraft are very costly – we’re a relatively small airline, and we’re cautious financially.

“These A340s are interim aircraft – we are discussing about the newer airplanes, but they would not be delivered before at least 2019. The fuel price will indeed steer the retirement of the A340.”

Air Belgium is not the only airline launching new routes between Brussels and Greater China, however. Hainan Airlines began flights to the city from Shanghai in October last year, and earlier this week launched another service to the city, from Shenzhen.

Meanwhile Cathay Pacific is set to launch non-stop flights to Brussels from Hong Kong this Sunday, March 25.

“Our unique selling point is definitely the fact that we’re offering significantly lower fares compared to the traditional carriers,” Terzakis added. “I would say that our fares would be about 25 to 30 per cent lower than what you see in the market today for a non-stop service.”

Unlike these other services however, Air Belgium will operate out of the lesser-known Brussels South Charleroi Airport, which Terzakis says will enable it to tap into markets in northern France and Luxembourg owing to its location.

Air Belgium aims to develop a number of new premium facilities at the airport, which itself is undergoing developments and building a new premium terminal, which the airline will move into once it is completed in April 2019.

airbelgium.com