I did a long piece yesterday on easyJet Plus and – in passing – mentioned Flight Club. This is easyJet’s ‘invite only’ loyalty scheme for top flyers which has a number of ‘soft’ benefits (such as the ability to cancel non-refundable flights) but does not give points for free flights.
It seems this is all going to change. easyJet is finally launching a points-based loyalty programme.
The airline has recently appointed its first Head of Loyalty. Industry gossip is that the job has been taken by Zac Vogel, who held the role on an interim basis over the Summer and – although he hasn’t updated his LinkedIn profile yet! – has now joined permanently. Vogel was previously Head of Marketing at Etihad in Abu Dhabi for four years and Head of Group Brand at Qantas for six years before that.
We know what easyJet is planning because they put the details into their results presentation last week.
Take a look here (PDF) and scroll down to slides 30 and 31.
66% of easyJet flights booked in the last financial year were booked by people who have previously flown with easyJet in the last two years. Importantly, members of easyJet Plus and Flight Club fly more often, spend more on ancillaries and spend more with partners. Slide 25 says that loyal customers are ‘more than 2x’ more valuable to the airline, although it is not clear what this is based on.
Slide 31 is the key. Click to enlarge:
This is what we are going to see:
easyJet will introduce a points currency
Points will be earned on all purchases
Points will also be earned with selected partners including easyJet Holidays
There will be a ‘range’ of redemption options, which implies that this is NOT a straight cashback programme like Norwegian Reward
‘Points & Cash’ will be available, presumably allowing people with only a handful of points to still use them by getting a discount on a future easyJet flight
The programme will launch first in the UK in 2019, with European expansion in 2020. It appears that easyJet Plus and Flight Club will continue, although it will be difficult to run both of those alongside an additional points-based scheme.
2020 will also see the launch of a Business Rewards loyalty scheme for corporates. Before that, 2019 will see the launch of Corporate Flight Club for businesses which make a substantial number of easyJet bookings.
I dug out the advertisement that easyJet ran for the new ‘Head of Loyalty’ role. It adds a bit more information:
“This is in additional to easyJet’s existing (refined) loyalty offers, not a total replacement
The programme should consist of a segmented suite of offers rewarding the full cross-section of our customer base (eg to include Business)
Leverage easyJet assets where there is high perceived customer value but low(er) cost to easyJet
Extend the programme across profitable partnerships including as a route to market (eg financial services products) and to incentivise ancillary spend (eg accommodation)”
….. so we may even see an easyJet credit card in the near future.
It all looks very interesting and I will bring you more information as it is released.
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