EasyJet has increased its presence in France with two new bases in the southern cities of Toulouse and Nice, in an attempt to solidify its position as France’s second largest carrier and continue its development towards becoming a pan-European airline.
Easyjet will base an A319 aircraft at each of the French airports later this month, allowing the launch of 12 new routes. This brings the total number of routes served by the carrier from French airports to 170, including eight daily services from Paris to both Toulouse and Nice.
Easyjet already has bases in Paris Orly, Charles De Gaulle and Lyon, contributing to a 12 per cent market share in France.
Business Traveller was on board the inaugural flight from London Luton to Nice on a specially painted plane with an orange map of France emblazoned with the statement ‘La France au coeur’ (France in our heart).
The aircraft had been due to touch down in Toulouse and Nice, but the first part of the tour had to be cancelled due to the recent tragic events in Toulouse. The aircraft, carrying Easyjet CEO Carolyn McCall, airline staff and a group of journalists, was welcomed to Nice by a water cannon salute.
Speaking at a press conference following the aircraft arrival, Nice Cote d’Azur airport’s president Herve de Place welcomed the increased competition Easyjet brings to the region. “Nice still has development potential and Easyjet can serve what Cote d’Azur passengers expect, not just for leisure but also business,” said de Place.
In terms of business travel, 20 per cent of passengers to France with Easyjet are business customers, 2 per cent above the network average. This figure rises to 30 per cent in Toulouse, home of aircraft manufacturing giant Airbus.
Jean Pierre Mascarelli, vice president of General Counsel Alpes Maritimes added that France hopes Easyjet will open more routes in the future and said that the carrier is “not low-cost [but] middle-cost in my opinion.”
Air France has recently stepped up a regional ‘offensive’ in a bid to hold off rivals such as Easyjet (see online news December 7, 2011). However, McCall points out what she sees as a contradiction between the flag carrier’s plans to invest in the regions and still cut around €1.5 billion from its cost base (see online news January 13).
When asked if she intends to go head to head with Air France, McCall was bullish in her response: “We like competition. This isn’t about Air France though. We just want to create consumer choice.” McCall added that the airline has encountered obstacles in its attempts to become a pan-European airline but said that “[Easyjet is] used to being the challenger and will continue to be the challenger.”
The low-cost carrier admits that it has had to alter its marketing and branding for the French market, where it says it now boasts 91 per cent awareness, as emphasis on price only is not as reliable as in other countries, such as the UK and Spain.
Further emphasis on service and its network of destinations, as well as a continued commitment to low prices have been the main facets of the airline’s approach for the French market.
Easyjet opened a new base in Southend last week (see online news March 5) and is set to launch a base at Lisbon airport later this month.
Easyjet currently flies into Nice and Toulouse from Belfast, Bristol, Edinburgh, Liverpool, Newcastle, London Gatwick, Stansted and Luton.
Source: Business Traveller
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