Could EasyJet introduce ‘Business Class’?

EasyJet and ‘Business Class’ are not what you expect to find next to each other in a sentence, but it could be happening as part of a wider push to create loyalty which includes a new loyalty scheme.

EasyJet already has three products, confusingly easyJet Plus both refers to the onboard ‘upgraded’ product and the easyJet Plus Card which for a yearly subscription gives access to these benefits on every flight and more.

The Plus product is bookable through the purchase of an ‘upfront or extra legroom seat’ after or during the booking process. This also gives you the added benefit of Speedy Boarding and an extra cabin bag, and access to a separate check in desk. The card also gives fast track security in some destinations as well.

A future ‘business class’ product would essentially be an extension of this. It has been rumoured there will be a trail of a separate cabin (the upfront cabin) on some routes from Gatwick, specifically those which are business heavy – Amsterdam, Milan, Zurich etc. They would come with a higher fare, and like many other European business class products, the middle seat would remain free – giving more space onboard. These would be designated by different coloured head rests.

Although not actually specified, you would have thought the existing easyJet Plus and possibly easyJet Plus benefits would remain – the separate check in desk, speedy boarding and fast track security.

Currently easyJet Plus isn’t a frequent flyer scheme, but appeals to frequent flyers due to the value proposition, it only pays if you fly a few times a year. For those who fly a lot (at least 20 one-way flights, or £1500 in value) there is the mysterious easyJet Flight Club, of which I am a member. While it isn’t a traditional scheme, it does have nice benefits such as changing flights free of charge (plus any additional fare) and name changes on a dedicated phone number.

A new Frequent Flyer scheme would appear to merge the two together, combined with a new loyalty proposition. Effectively fly so many flights and get one free. There will be tiers as well, which come with added benefits – but unlike traditional schemes you will be able to pay for membership of that tier, effectively in a similar fashion as you do at the moment with easyJet Plus. The top tier may also include independent lounge access, at the airports which have them.

So, is it really business class? Probably not in the way we know it, but it is a recognition from easyJet there is a demographic which would appreciate these changes, especially where they are taking market share from the legacy carriers.

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