EasyJet’s plans to convert web surfers into EasyJet passengers
Photo Credit: An EasyJet airplane seen from another airplane off the coast of Madeira. Flickr / Capt' Gorgeous
Skift Take
EasyJet's drive to get passengers places while making the most money could turn off customers, but they've managed customer service relatively well -- at least compared to regularly reviled competitor Ryanair.
EasyJet's headquarters are located in a hangar in Luton Airport, 35 miles north of London. The working environment is described internally as a "treat-free zone" -- the carpets and window treatments are plain. There are no plants, no pictures, no individual offices, and the desks that have a view overlook the airport parking lot.
"We are living the low-cost dream," laughs Peter Duffy, the airline's CMO. Yet by paying attention to every penny, EasyJet increased its profit 28% to $485 million for the year ended Sept. 30, the airline's best since it started in 1995.
The business was, Mr. Duffy said, founded on two great concepts: "The deregulation of the European flight market and the internet. EasyJet has had digital at its heart right from the start. It's where you spend least to get most -- we are ruthlessly commercial."
Key to the low-cost ethos is the airline's use of digital to drive efficiency: EasyJet gets 400 million visits to its site every year and is aiming to turn mo
