EasyJet 2013 Annual Report Download - page 15

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13
www.easyJet.com
Strategic report
existing routes such as Inverness and Amsterdam.
easyJet holds leading positions in nine out of
eleven UK easyJet bases with the total number
of UK based aircraft at 126.
Switzerland
Switzerland continues to be a focus market for
easyJet, with the number of aircraft at its Swiss
bases in Geneva and Basel increasing to 21. With
13% capacity growth, easyJet has consolidated
its leadership position in both Geneva with
around 40% market share and Basel with 50%
market share(2).
easyJet benefited from a strong ski season with
favourable snow conditions and an early Easter
which drove a strong winter performance in
Geneva. In addition, easyJet successfully led
opposition to French plans to increase civil
aviation taxes at Basel airport which were
eventually abandoned.
France
easyJet is the largest low-cost airline in France
with over 13% market share,(2) having grown
capacity in France by 5% in the year and now
has 25 aircraft based there. Capacity growth was
focused on the French regions driven from the
easyJet bases in Lyon, Nice and Toulouse. easyJet
is now the largest short-haul carrier in Nice.
A key part of easyJet’s strategy in France is to
address regional demand for both domestic and
international flights and to become the alternative
carrier to Air France. easyJet will continue to
look for opportunities as Air France restructures,
retrenches and transfers capacity to HOP!
and Transavia.
Italy
easyJet grew by 6% in Italy over the last 12 months
and is the third largest carrier in Italy, with a market
share of 12%(2). easyJet has 25 aircraft based in Italy
with a number one share(2) in its Milan Malpensa
base and a strong number two presence in Rome
Fiumicino. In addition, easyJet established a number
one share in Venice and Naples this year.
In March, easyJet started flying the Milan Linate to
Rome Fiumicino route having won approval from
the Italian regulator and thereby breaking the Alitalia
monopoly. easyJet has recently launched flights to
Tel Aviv from Rome and to Sharm el-Sheik from
Milan as part of Italian bilateral agreements.
easyJet is continuing to grow profitable share in
Italy as Alitalia looks to retrench to stem its losses.
easyJet’s third base in Italy will open in Naples in
spring 2014. Brand consideration and preference
scores have significantly improved in the year
creating the platform for easyJet to become
the preferred short-haul airline in Italy.
Germany
easyJet’s focus has been on Berlin with eight
aircraft and a 50% market share in Berlin
Schönefeld(2). easyJet has performed well in Berlin
taking share from Lufthansa as it retrenches and
transfers traffic to Germanwings. easyJet is in a
strong position to drive returns when the new
Berlin airport eventually opens.
From March 2014, easyJet will open its 23rd base in
Hamburg and by basing aircraft in the two largest
German cities will further grow and secure its
position in the country.
Portugal/Spain
easyJet is the third largest carrier in Portugal
carrying approximately 4 million passengers with
a market share of around 13% and is the second
largest carrier in Lisbon Portela with 4 aircraft
based at the airport and a 13% market share(2).
Despite closing its Madrid base in December 2012,
Spain is an important inbound destination for easyJet
with 13% of its flights touching Spain and having an
8%(2) share of the Spanish short-haul market.
>60m
passengers travelled
with easyJet this year