The departures area at Liverpool John Lennon airport welcomes a new addition with the inauguration of Jet2’s 11th base. Amidst the check-in counters of established airlines like easyJet and Ryanair, vibrant red signs boasting “Friendly low fares” catch the eye of travelers. Within days, Jet2 is set to expand its services from 0 to 25 destinations from this Merseyside airport.
Under the watchful gaze of a life-sized bronze statue honoring John Lennon, the check-in area is abuzz with activity long before the break of dawn.
While easyJet and Ryanair stand as prominent budget airlines in Europe with their recognizable orange and blue branding, Jet2 distinguishes itself with a red carpet leading to a welcoming “arch” at the check-in entrance, adorned with red-clad assistants.
Steve Heapy, the chief executive of both Jet2.com and Jet2 Holidays, emphasizes the significance of providing assistance to travelers embarking on their holiday journeys. He notes, “Not everyone is a business traveler. For people who travel infrequently, going on a trip is a significant event. They value the support, and that’s precisely what we aim to offer.”
The inaugural Jet2 flight from Liverpool to Tenerife witnesses the early arrival of the first ten passenger groups around 5 am. Their excitement escalates as Mr. Heapy personally distributes “golden envelopes” containing vouchers for future complimentary flights.
Amidst the competitive landscape, airlines and travel companies operating from Liverpool and other major UK airports are capitalizing on the heightened demand for Easter travel. Despite the steep price of £244 for the last remaining seat on an easyJet flight from John Lennon airport on Easter Monday, the fare drops significantly to £37 by April 20.
Steve Heapy acknowledges the value of competition, stating, “Competition is beneficial. We’ve had another airline [easyJet] replicate some of our routes in Birmingham. This is the nature of the industry. Ultimately, it is the customers who benefit the most from competition.”
While environmentalists express concerns about the surge in air travel, with several UK airports anticipating their busiest Easter weekend, the allure of flights and air-based holiday packages remains irresistible to consumers.
Steve Heapy observes a relentless demand for holidays post-Covid, emphasizing that people are prioritizing travel experiences over other discretionary expenditures. He notes a shift in consumer behavior, with a sustained interest in travel and holidays despite fluctuations in other sectors.
Finally, market forces and customer tastes are the primary forces behind the travel industry’s ongoing evolution. Steve Heapy’s insights, shared on Simon Calder’s daily travel podcast, shed light on the evolving landscape of travel and tourism.