No-frills online bookings approach 90%
WTM Special: No-frills airlines are approaching the 90 percent mark for online bookings, and while the top two positions are taken, there is a scramble for third.
Speaking during the WTM EyeforTravel event, Strategies and Partnerships for the Future of Travel Distribution, representatives from some of the UK’s largest no-frills airlines confirmed that online bookings were at a record high.
Bmibaby has reached the 90 percent target of online sales, Buzz sells 86 percent online, and Ryanair 94 percent.
Buzz head of UK marketing and sales, Adam Harris said that Buzz was the third largest no-frills carrier in the UK, which was later disputed by Bmibaby managing director, Tony Davies. Positions vary according to whether the indicator is passengers numbers, revenue or destinations, but Ryanair and easyJet/Go take the top spots.
During the EyeforTravel event representatives from Buzz and Bmibaby confirmed they were competing for third spot, and were adopting similar marketing strategies.
Both carriers are trying to fill the gap left by Go -offering a quality service, and flights to key destinations. Ryanair, comfortably occupying the cheapest no-frills spot, with average fares of around 49 euro, has adopted a different strategy. It keeps costs at an absolute minimum by flying to smaller airports, and sells 70 percent of its tickets at its two lowest ticket prices.
Ryanair’s UK marketing and sales head, Sinead Finn said she thought there was only room for two no-frills carrier strategies to survive in the UK market, firstly the lowest fares and lowest cost base model adopted by Ryanair, and secondly the slightly higher cost and improved service model adopted by Buzz and Bmibaby. There were no representatives from easyJet and Go at the event to say where they would fit in to Ms Finn’s analysis.
It is difficult to doubt the words of Ms Finn, because Ryanair will become the largest airline in Europe when it receives the order for 100 more Boeing aircraft over the next 8 years.
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