I don't agree with Dr Jonathan Reynolds (who is a director of the Oxford Institute of Retail Management and a Fellow in Retail Marketing at Templeton College, Oxford University):
It's a really positive development and makes low cost airline travel more accessible to budget-conscious consumers.
We shop at Lidl on a weekly basis, yet also afford to fly quite regularly, even saving BA miles as members of BA's Executive Club. I think it's about time people starting shedding their preconceptions of Lidl has a 'low cost' food store and realise how good the quality of their food is.
Ending my rant though. I think this is great! Not quite sure if we'll take advantage of it though as we're not planning for any holidays in the next 6 months.