As a way to drag itself out of its financial troubles, Aer Lingus has just recently unveiled a new business model. The former state carrier is now branding itself as Ireland’s civilized airline as part of its plan to reposition itself between low cost Ryanair and full service British Airways. Thus, this could be the new airline for mid-class passengers.

Aer Lingus hopes to raise its shares in the business travel market by offering faster check in times and pre-paid meals. At the same time, Aer Lingus will not offer premium lounges and free food and drinks that are associated with full service airlines.

The airline’s civilized new model is seen as a swipe at its arch rival Ryanair, which has already twice tried to buy Aer Lingus and remains the carriers biggest shareholder with a 29 percent stake in the company. The chief executive of Aer Lingus, Christopher Mueller, has planned the repositioning as a demonstration that Aer Lignus can survive and avoid a take over by Ryanair.

Muller started in this job just five months ago. He has been trying to stem massive losses suffered by the airline, as it expanded during a recession that hit its three core markets of the UK, the United States, and Ireland. Muller said that the basis will remain a low fare offering of transportation from ‘point a’ to ‘point b’ with assigned seats. The customer can add on service elements, such as lunge access, hot meals on the flights and even fast track amenities, if they wish to.

Christopher Muller plans cost savings of £85 million a year by the end of 2011, in part by cutting staff numbers by nearly a fifth and removing several senior pilots. All of this was done in an attempt to show investors that he aims to improve revenue to the airline.