Netflights is going to go “back to its roots” as a flight-only business and embarking on international expansion.

The price comparison site is also pledging to improve the user experience of its website and promote more premium fares.

Managing director Andrew Shelton said: “Selling flights is not easy. It’s a low-margin game, but if you’ve got the right ingredients, you can make a success of flight-only.”

He said creating a really compelling user-experience was crucial.

“We’re in the middle of changing platforms. The idea is to create a totally frictionless journey. Right now, there is so much traffic on mobile phones that just can’t convert, so we are addressing this. It’s critical to our success,” said Shelton.

He said Netflights was also adding a broader product range to the site and more information for users on airports, for example.

Shelton said Netflights would be adding more premium fares as more leisure as well as business travellers choose to fly further up the cabin.

He also revealed he was taking Netflights into international markets, starting in the Middle East, the home of its parent, dnata.

Shelton said while the business was predominantly web based, it had a call centre and was happy for customers to call to book.

Commenting on price, Shelton said: “Metasearch engines have driven price, but the majority of people don’t click on the lowest fare. They want to book with a brand they can trust and we are one of the few (metasearch) sites with a five-star rating and many awards.”

He added: “If you put all these ingredients together, there’s a recipe for a very successful flight-only business.”