The UK Airline Market
It’s just over 20 years since low-cost airlines transformed UK air travel. Long-standing brands, once synonymous with air travel’s glamour and prestige, found their positions under attack from carriers who stripped back the frills and battled on price. In 2016, budget brand Easyjet carried far more passengers than any other UK airline, flying over 63 million people to their destinations. Second placed British Airways flew around 42 million. However, their operating revenues tell a different story. In 2013/14, BA’s operating revenues were more than double those of EasyJet.
While both these companies run airlines, they clearly take a very different approach. What role does brand equity play in the way that they, and other airlines, reach their market?