How easyJet is driving demand

easyJet's May-2013 traffic statistics show that it has carried more than 60 million passengers in a 12 month period for the first time. In her 1H2013 results presentation, CEO Carolyn McCall identified the significant further growth opportunity she sees to take market share from traditional carriers on point-to-point routes at easyJet's existing airports.

The LCC's principal attraction versus these competitors is its low fares and this has been the main driver of demand. However, easyJet is evolving its product in order to broaden the basis of competition.

easyJet has initiated a number of digital developments, improved its CRM capabilities, built its brand strength, introduced allocated seating and is making its proposition more attractive to business travellers. CAPA spoke to group commercial director Catherine Lynn about these initiatives.