Originally Posted by
HaleiwaFlyer
There is a reason why Easyjet beat BA in UK passenger numbers in 2023. Ryanair still flies the most people in Europe. Both are LCC.
This goes back to customer psychology and the perception of getting a better a deal than legacy airlines but equally I know speaking to many people (& sure I don’t have hard data to back this up) BAs reputation amongst Brits is not was it was vs 10 or more years ago, so when it comes to choice EZ and FR will rank higher than BA because people think they are getting a better deal, when in reality the total costs may be the same if not more. People will choose the LCC not just for cost or schedule but often the perception that well if I book EZ I must be getting a good deal even though BA might well match the fare and even offer a better flight time. Jet2 have done a great job of snatching a chunk of the low cost holiday market and no doubt BAH recognised this. Jet2 have a strong brand identity and appealing TV ads with a catchy song (by a well known female artist) that resonates with many especially in regions outside of London. Do they offer better costs or scheduling than BA probably and possibly not in some cases. I personally don’t agree it’s as black and white as you want to believe.
I gave luggage as an example as PART of FFP perks, since it’s a big deal for US fliers as luggage fees as an income source for airlines has made it to our congressional debates. You can substitute lounge for luggage; you can substitute GUF for luggage…also I mentioned FFP is to entice future business.
As for perks and let’s stick with luggage, customers are far more savvy and knowledgeable about how to navigate a business regardless of the industry than they have ever been, mostly due to social media, bloggs, and information sharing. The rise of FT is a clear example of that and how many now know how to get shiny status. I wouldn’t underestimate how much people are now aware of the perks or how to avoid the costs of not having perks, so luggage is the example here, many will use hand baggage only or travel as light as possible to avoid luggage costs, short breaks to EU cities don’t require selecting EZ full checked bag costs. So it’s not that majority are unaware of FFPs such as BAEC, and its perks but are far more savvy about how they choose their services and if they know a way to lower or avoid luggage fees they probably will. People don’t purchase just on logic nor just on emotion as has been said. Whether BA have truly considered this, time will tell.