Like many UK travellers, I hate Ryanair with a passion after a litany of Covid-19 dirty tricks. Broken cancellation buttons understated brought forward balances and a rip off £95 amendment fee per flight seat, not to mention refunds that never seem to appear in your bank account, don’t sit well with me as a customer.
However, when booking flights to Andorra for a new year ski trip, Ryanair had the best schedule and a £30 per seat lower price. So now I’m faced with a dilemma. Can I risk booking with Ryanair now that Covid-19 disruption is easing?
I’m ashamed to admit that you can guess the outcome, but it does beg the question. What is the real benefit to airlines like Jet2 and Easyjet from doing the right thing by customers?
I personally think the answer depends on what product the airlines intend to sell moving forward.
Business traveller’s spending company money are more discerning and will pay a premium to fly with Easyjet, whilst using their annual Speedy Boarding pass to book their preferred seats, carry extra hand luggage and avoid the worst of the queues.
However, leisure travellers booking a quick city break or a week away in Spain often regard flights as a bus service, booking the cheapest priced option relative to the flight times they want. Brand loyalty rarely survives even a £10 differential, with sites like Skyscanner and Google actively promoting mix and match flying between different airlines.
Ryanair is the ultimate no-frills airline, with a brutal attitude that says the lowest price wins and customers can be stripped of as much money as possible during a pandemic downturn, as they have short memories. Unfortunately, my own experience shows that they are probably right.
It is interesting that Ryanair’s, eastern bloc equivalent, Wizzair are now entering the UK departure market, targeting Easyjet routes, whilst avoiding Ryanair. They clearly believe Easyjet are a softer target, that can be taken on with the weapon of price. How ironic given this was how Easyjet drove British Airways out of Gatwick.
I would argue that Jet2 have ringfenced themselves from this battle, having driven their in-house holiday operation to 60% of overall volumes and up to 80% on most of their beach routes. Brand value definitely does matter in the holiday sector when the tour operator is responsible for the whole holiday experience. Few customers would ever book a Ryanair holiday!
Jet2 Holidays have also successfully integrated into the wider third-party travel community, being the go-to holiday company for most high street retailers. They also provide seats to many Dynamic Packaging players now have they have removed API fees, unlike Easyjet who still damage relationships with a £12 per flight seat or £24-30 price disadvantage compared to customers buying flight direct.
In summary, doing the right thing and protecting your brand during a pandemic for me makes total sense, but I’m not convinced that in the bus route world of flight only, customers brand loyalty is worth the investment.
I think Easyjet offer a brilliant service and have a mega-brand but need to use this to rapidly grow their holiday division, to complement their strong business travel presence, as competing directly with Wizz air and Ryanair in the brutal flight only market may not be a winning strategy.