Believed to be the first scheme of its kind, it will see the airline offer reduced fares in the event of the bereavement of an immediate family member, cases of critical and unexpected illness involving an immediate family member, or if an immediate family member is receiving in-patient treatment.

Eligible customers will be able to access discounts of up to 50 per cent under the new rules, which were developed in partnership with two Shetland-based campaigners.

It is intended to offer flexibility to customers who need to make bookings at short notice on compassionate grounds.

The policy will also include increased flexibility without charge when bookings are required to be amended or even cancelled.

Loganair chief executive Stewart Adams said: “With the introduction of this policy we believe Loganair is now offering a comprehensive compassionate fare unique in the UK airline industry.

“More importantly, we are confident the reduced fares will be of great benefit to our customers in circumstances of bereavement and critical illness - the very times they need assistance most.

“The compassionate fare policy is the direct result of weeks of constructive collaboration between the airline, Scott Preston and the volunteers of the Facebook page campaign.

“It will ensure eligible customers receive a 50 per cent discount on flights and offers increased flexibility when bookings are required to be made during understandably difficult times.”

Scott Preston, founder of the Facebook campaign group and a former funeral director, added: “We’re absolutely delighted to have made such significant progress with the campaign.

“When the campaign launched, members told us that one issue they wanted to see resolved was a possibility for a bereavement fare. As a result of our work with Loganair we have not only met that demand but we have also expanded on it to include situations of emergency and critical care.

“This is a monumental change, the first enhancement for air travel to all the isles since 2006 and its introduction shows the power that local people have in changing their communities for the better.”

Mr Preston said the announcement “builds on the momentum of the campaign”, which will continue.