Could easyJet be moving to a points based currency? It’s entirely possible.
Currently, the airline has two frequent flyer programmes that it offers to customers.
- easyJet Plus – A “Paid for” membership scheme that offers extra legroom seating, Flight Club, dedicated bag drop, priority boarding, additional cabin bag, Same day flight change and price matching. This starts at €199.
- easyJet Flight Club – An invite only loyalty programme – Requires twenty return segments a year, as well as spend requirements.
It seems the airline realising that these loyalty options aren’t enough, with the 68% passengers being repeat passengers in a year with the airline – as well as Plus and Flight Club contributing to growth.
Therefore both programmes are to be expanded and improved.
The best way to explain it is in the investors presentation with slide 31 being the magic slide that shows what they want to do.
Specific words of interest are:
- Under “Reward easyJet flying”
- Earn points for all easyJet purchase
- Partnerships that earn rewards
- Under “Redemption”
- Points + Cash
According to the slide deck, the points programme will launch in 2019 for individual customers, whilst in 2020 a business programme will launch. There’s plenty to work to do as the airline defines its partnerships, works out what technology to implement and how to enhance its current programmes.
In addition, there will be further links to easyJet Holidays, and a European expansion in 2020.
Loyalty programme and Low Cost Carrier can live together
It’s an interesting pivot for an airline that at one point advertised itself for “flying for the cost of a pair of jeans”, as it understands “loyalty programme” and “low cost carrier” aren’t words that can’t co-exist together.
One need only look at at Eurowings which has it’s Boomerang Club (and a link to Miles and More), the US Carriers (Southwest, Spirit and Frontier have loyalty schemes), and Air Asia with its BIG programme to name a few.
A major move in the industry? No. Ryanair has its own “reward” programme with Ryanair Hotels – where a cashback element from hotel rooms can be turned into flight credit. But easyJet’s programme is sounding a lot more traditional with the slide presented.
But it is interesting to see the airline add additional options, as well as taking its own step to engage further with its customer base.
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