How has EasyJet changed over time

Introduction

EasyJet, founded in 1995, has grown from a fledgling low-cost airline into a major aviation company in less than 20 years. Its marketing approach has evolved significantly, reflecting shifts in customer expectations, industry trends, and digital transformation. This article examines how easyJet’s website and marketing strategies have changed over the years, highlighting key moments, from its price-focused campaigns to a user-centric, brand-focused approach.

Acquiring Go Fly and reduce travel demand in 2001

In 2001, easyJet, the British low-cost airline, continued its expansion within the European aviation market. A significant event was the acquisition of Go Fly, a rival low-cost airline owned by British Airways, which strengthened easyJet’s position in the budget airline sector.

The company also capitalized on growing demand for affordable air travel, expanding its route network and increasing passenger numbers. Despite decrease in air travel demand following the September 11 attacks, easyJet managed to sustain its growth and gather significant market share in Europe's low-cost travel market.

Operatinal efficiency and focus on online booking route in 2005

In 2005, easyJet expanded both its route network and fleet. The company introduced several new routes, connecting more destinations across Europe targeting budget-conscious travelers.

EasyJet also continued to focus on operational efficiency by utilizing digital technologies like online booking and check-in to streamline customer experience.

Financial crisis and new CEO in 2009

In 2009, easyJet navigated a challenging year marked by the global financial crisis, which impacted the aviation industry. Despite the economic downturn, the airline continued expanding its network by adding new routes and destinations and started targeting business travelers to diversify its customer base.

The company also continued efforts to enhance operational efficiency by modernizing its fleet and implementing cost-saving measures. Additionally, easyJet faced management changes, including the departure of its CEO, Andy Harrison amid a period of industry turbulence.

New livery and expanded route network in 2015

In 2015, easyJet including the introduced a fresh livery for its aircraft, characterized by a bold orange stripe to reflect "modern simplicity" as the company put it.

During this year, the company expanded its route network and increased passenger numbersm, now operating flights to over 130 destinations across 31 countries.

Strong financials and Tegel acquisition in 2018

In 2018, easyJet delivered strong financial results, with total revenue increasing by ~15% and headline profit by ~40% to £578 million. The airline carried a record 88.5 million passengers, partly due to its acquisition of Air Berlin’s operations at Berlin Tegel Airport, and its new presence in the German market.

Despite an initial loss of £152 million from the Tegel operations, the move positioned easyJet as a market leader in Berlin. The airline also expanded its “Worldwide by easyJet” service, adding partners like Emirates, and took steps to prepare for Brexit by securing the necessary European operating licenses​

More destinations and new sale campaign in 2024

In 2024, easyJet added 60 new destinations. The airline also launched its "Big Orange Sale," offering substantial discounts on millions of seats and package holidays, which contributed to a surge in bookings for both city and beach destinations.

Popular locations included ski spots like Geneva and Lyon, as well as sunny retreats such as Tenerife and Hurghada. easyJet continued to emphasize flexibility for travelers with features like a refund guarantee and booking modifications.​

Summary

The evolution of easyJet’s marketing showcases how a brand can adapt to a changing landscape. From the early emphasis on affordability and simplicity to the current focus on personalization and digital engagement.