EasyJet 2009 Annual Report Download - page 15

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Annual report and accounts 200913 easyJet plc
q
Overview
Business review
Governance
Accounts
Other information
Improving our communications
The better we understand our customers,
the more accurately we can target our
communications. For example, with our new
customer database in place, we are now able to
tailor marketing emails to reect the purchasing
patterns and preferences of individual customers.
To support a renewed focus on business travel,
we launched an online campaign targeted at
nance directors. “Keep the FD happy” is an
interactive video that takes a light-hearted look
at how easyJet can save a company money in
these tough times – but also highlights the serious
business benets of ying with easyJet, such
as no weight restrictions on hand baggage and
the ability to book through their preferred travel
management channel. See the campaign at
http://www.keepthefdhappy.com/
Our iconic Objects campaign continues to run
across Europe, adapted to the needs of different
markets. The campaign uses iconic orange
“Objects” to represent the destinations to which
we y or the type of trip customers are taking.
It delivers an energetic, exciting evocation of the
travel possibilities we provide and a clear focus
on the low price of the ight. Each easyJet
campaign runs across a broad variety of both
online and ofine media.
Our public stance on climate change, such as
signing the Copenhagen Communiqué, sends
out an important message. Environmental matters
are important to us, as they are to our customers.
We have integrated a carbon calculator and
offsetting facility into our online reservation system,
with all investments made exclusively in United
Nations-certied offset projects. Since the
scheme was launched, easyJet customers have
to date offset over 194 million Kg of CO2.
Enhancing easyJet.com
As the UK’s most visited airline site, easyJet.com
remains our primary distribution channel and in
the last year we have commenced a major rebuild
and refresh. We consulted with our customers,
identifying what was and what was not liked about
the existing site, and also looked at a wide range of
top sites, both inside and outside the travel sector.
We have concentrated our initial energy on the
most important section: the booking funnel, where
ve pages are responsible for delivering around
£2 billion in revenue. The site is built on a more
robust and scalable platform and is even easier
to use, with a wider template and a basket that
is visible at all times.
Building our appeal to
business travellers
In a tough economic environment, we have
increased our share of the business travel market in
the past year. We recognise that the business travel
segment, where revenue per seat can be around
20% higher than average, has different booking
requirements to other markets. In particular, large
corporates have strict travel management policies
in place and manage their travel requirements
through agents who often book through the
industry’s Global Distribution Systems (GDS)
such as Amadeus and Galileo.
Last year we made our schedule available via
the GDS and other aggregator systems, so we
are now listed in agents’ search results alongside
other carriers. By the end of the year, around
15% of business seats were already being booked
through this channel.
Business travellers, as well as leisure customers,
are also beneting from our winning customer
experience initiatives. These include the ability
to check in online up to 60 days before a ight,
the opportunity to take an earlier ight for free,
an inight magazine that is as good a read as it is
a promotional tool, and regionalised food and
drink menus. Speedy Boarding remains an attractive
customer proposition and we have been working
hard to improve delivery across the network.
In addition, this was therst full year for easyJet Plus!,
an annual Speedy Boarding pass. With over 20,000
members across Europe, the card has quickly become
a popular feature with easyJet’s frequent travellers.
11 months
schedule online
We now release our ight schedule up
to 11 months in advance, so customers
can plan and book well ahead.
Winners!
and the winner is...
easyJet has won a number of industry
awards in the year, including Best European
Budget Airline (World Traveller Awards),
Best Airline Website (Travolution) and the
Condé Nast Traveller Best Low Cost Airline
award (for the 6th consecutive year).
Over £2m
in easyJet Plus! subscriptions
More than 20,000 customers have chosen
to pay around £100 each for easyJet Plus!,
our annual Speedy Boarding pass.