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EasyJet Plc said it will roll out a loyalty offering for frequent flyers next year, as Europe’s second-biggest discount carrier targets repeat customers.
Members of the new Flight Club will be offered perks like free name changes and no administration charges when altering a ticket, the Luton, England-based carrier said in a statement Tuesday. To qualify for membership, passengers will have to have flown on 20 or more EasyJet flights over a 12-month period or spent a specified amount, the airline said. The introduction follows an 18-month trial program, the company said.
EasyJet has sought to bolster its credibility among frequent flyers with flexible tickets, allocated seats, fast- track boarding and higher frequencies, prompting low-cost leader Ryanair Holdings Plc to examine similar benefits. This year about three-quarters of EasyJet’s passengers, some 50 million people, will be repeat customers, up from 34 million five years ago, the airline said.
“Initiatives like allocated seating have played an important role in bringing in new customers,” Chief Executive Carolyn McCall said in the statement. The Flight Club “will reward our most loyal, frequent flyers,” while avoiding complexities that can frustrate users, the executive said. “It is also simpler to run which means that we can continue to keep our costs low — which will enable us to keep our fares low.”