Loading

easyJet: how the pricing model is being challenged as Ryanair moves into its territory

Since autumn 2015 easyJet has been running a UK TV advertisement celebrating its first 20 years. Ending with the line "Europe still from £29.99", it echoes the LCC's debut advertisement in 1995 offering GBP29 tickets from London Luton to Edinburgh or Glasgow, "the same as a pair of jeans". It is a powerful testament to easyJet's business model that 20 years on it can still offer GBP29 tickets. Moreover, it has become one of Europe's most profitable airlines.

The ad throws the spotlight on the development of easyJet's average prices (total revenue per passenger) since the 1990s and their divergence from Ryanair's average prices since that period. Both LCCs had a major impact on legacy airlines in the late 1990s/early 2000s, when BA's UK/Europe network suffered a heavy fall in average revenue per passenger, and then after the global financial crisis, since when prices on the Lufthansa Group's Europe network have not recovered.

For several years easyJet's discount from Lufthansa has been narrowing, while Ryanair's discount from easyJet has been widening. With both LCCs now aiming at similar strategic territory, easyJet seems to face the bigger challenge in growing its revenue per seat.

Become a CAPA Member to access Analysis Reports

This CAPA Premium Analysis Report is 2,553 words.
Become a CAPA Member

Our Analysis Reports are only available to CAPA Members. CAPA Membership provides exclusive access to in-depth insights on the latest developments in the aviation and travel industry, developed by our team of dedicated analysts located in Europe, North America, Asia and Australia.

Each report offers a fresh perspective on the latest industry trends and is available online or via the CAPA mobile app, with customisable alerts to help you stay informed and identify new business opportunities.

CAPA Membership also provides access to our full suite of tools, including a tailored selection of more than 400 News Briefs every weekday and comprehensive data and analysis on thousands of companies around the world.