easyJet’s new Flight Club will further encourage customer loyalty to easyJet which has increased significantly over the last five years. As well as being loyal, returning passengers book twice as many flights a year as new passengers, so the value of returning passengers is even higher. In 2015 some 74% of the airline’s passengers chose to fly with easyJet again – that equates to more than 50 million returning passengers, compared to 34 million in 2010.
The 18 month trial of Flight Club, which involved around 15,000 high frequency travellers, provided passengers with a range of features including increased flexibility on changes to bookings, our price promise and a dedicated customer service team.
easyJet expects hundreds of thousands of passengers to qualify for Flight Club based on criteria which match both the airline’s most frequent flyers and its most loyal customers. The sorts of passenger groups who will benefit will include those who commute frequently on easyJet, independent business travellers, second home owners, those in long distance relationships or those who have family or friends living elsewhere in Europe.
Much of this increase has been driven by easyJet’s industry-leading Customer Relationship Management programme. Using easyJet’s growing database of customers the CRM programme has increased loyalty by better understanding customers’ needs and communicating with them in a personalised, targeted and relevant way.
Carolyn McCall, CEO of easyJet, commented; “I am incredibly proud that more than 50 million of our customers flying with us this year have flown with us before and chose to fly with us again. This is testament to the customer service they receive, our low fares and our unrivalled network across Europe.
“Initiatives like allocated seating have played an important role in bringing in new customers who have enjoyed the experience of flying with easyJet and booked to fly again. Our industry leading CRM programme has also harnessed our customers’ growing affinity for easyJet.
“easyJet’s Flight Club will reward our most loyal, frequent flyers – most of whom will fly with us more than 20 times a year. It isn’t like a traditional airline reward programme because our customers have told us that those schemes can be a source of frustration. This is a loyalty scheme with a difference because it gives passengers benefits they really value and can access immediately.
“It is also simpler to run which means that we can continue to keep our costs low – which will enable us to keep our fares low.”
The scheme will be rolled out across easyJet’s European network from early 2016 when passengers will be invited to join ‘Flight Club’ when they meet the qualifying criteria which are based around having booked and flown 20 or more flights and/or making a minimum spend with easyJet over a 12 month period. Full details will be published closer to the launch date.
Members receive a range of benefits and features including the following:
• Fee free flight changes – we recognise things can change so members can make changes without paying admin fees
• Free name changes – up to five name changes per year completely free
• Our price promise – We promise passengers will always get the best price fares from easyJet. If on a rare occasion passengers find the same flight on easyjet.com at a lower price, we’ll give them the price difference towards their next flight. Our customer support team are on hand, so passengers can give them a call
• Previews and special offers – members will be the first to know what’s coming up so they will receive exclusive previews of new routes and special offers
• Dedicated contact centre team – to access these benefits
The loyalty scheme will run alongside the popular easyJet Plus scheme, which launched in 2008 and allows passengers free allocated seat choice, dedicated bag drop and fast boarding.