EasyJet 2013 Annual Report Download - page 27

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25
www.easyJet.com
Strategic report
November
2012
allocated seating
rolled out across the
entire network
ALLOCATED SEATING
Passenger research revealed that easyJet’s previous
boarding process could be a source of stress for some
customers and in some cases a barrier to them flying
with the airline. In response, easyJet decided to test
allocated seating and a trial was undertaken across 5%
of the network between April 2012 and September 2012
with nearly 2 million passengers flying on 12,500 flights.
The key tests of the trial were to improve passenger
satisfaction without impacting easyJet’s ability to
deliver industry leading punctuality – and both aims
were achieved on the trial flights. As a result of the
trial, easyJet took the decision to introduce allocated
seating across the entire network and this was fully
operational by the end of November 2012. Since
its introduction, allocated seating has driven a 5%
improvement in passengers’ boarding experience,
made easyJet appeal to more passengers, such as
business passengers and retirees and has increased
revenue for the airline.
Now that allocated seating has been rolled out across
the whole network, all passengers are allocated a seat
on easyJet’s flights and have the choice of selecting
their seat for a fee when they book flights or adding
them later to guarantee where they sit. There are
currently three bands of pricing, dependent on the
seat selected. Anyone who chooses not to select their
seat is automatically given a seat number when they
check in online.
This is an example of easyJet trying to do all it can
to make travel easy and affordable for its passengers.
Customers asked easyJet to trial allocated seating
and feedback from passengers has been extremely
positive. As importantly, easyJet has shown that it can
do so while delivering strong on-time performance –
the most important driver of passenger satisfaction.
In the 2013 financial year, allocated seating contributed
to 0.9 percentage points of 7.1% constant currency
increase in revenue per seat. In addition, easyJet now
appeals to a broader range of passengers, such as
retirees and business passengers, who value the
certainty of an allocated seat.