EasyJet studies loyalty program after Ryanair starts new plan
Airlines across Europe are adding subscriptions or overhauling their loyalty programs as they explore ways of eking more value out of their most lucrative customers.
EasyJet Plc is considering a loyalty program as more airlines explore subscription services to lock in repeat customers.
The budget carrier wants to learn from other programs on the market before going ahead, Chief Executive Officer Kenton Jarvis said on Monday.
“It’s just on the drawing board,” Jarvis said at EasyJet’s opening of Southend Airport in southeast England. “We’re having a look at what that might look like.”
Airlines across Europe have recently added or overhauled their loyalty programs as they explore ways of eking more value out of their most lucrative customers. British Airways announced tweaks to its loyalty program earlier this year, linking awards more closely to spending patterns rather than distance flown, in a move that has prompted a backlash from some members.
Last week, budget carrier Ryanair Holdings Plc introduced a “Prime” program, offering free seat selection, travel insurance and access to member-only ticket sales for an annual fee of £79.
“I was interested to see that Ryanair have done a mini EasyJet Plus,” Jarvis said. Following British Airways’ changes, the airline put an offer on its subscription service to entice customers over to EasyJet, he added.
EasyJet already offers a subscription service called EasyJet Plus as well as an invite-only flight club. Jarvis said the EasyJet Holiday package-tour subsidiary would be a likely vehicle to provide any loyalty plan with more potential.
Demand for summer bookings this year is ahead of 2024, Jarvis said on Monday in an interview with Bloomberg TV’s Guy Johnson. EasyJet Holidays is expected to grow about 25%, and the airline is seeing good demand for destinations such as Tunisia, Morocco and Egypt.
Jarvis, who is about three months into the job, was speaking at the opening of EasyJet’s new base at Southend Airport. The site is airline’s 10th UK base, where it plans to station three aircraft and operate package holiday destinations.
This story was originally featured on Fortune.com
