Flybe is scrapping debit card charges and changing its fares structure as part of a new strategy to increase the transparency of its pricing.
The regional and domestic carrier will launch a major advertising campaign under the strapline “Making flying better” at the end of this week which the airline says is an effort to increase transparency and streamline the booking process for its customers.
As part of this strategy, Flybe will axe its current £8 per transaction fee for debit card bookings. It will also reduce the fee for booking with credit cards from £13 to £9.
Flybe will also be offering three new ticket types as it moves away from its current system of two ticket types – Economy and Economy Plus.
The airline said that these new ticket types will be:
- Essential - includes the lowest fares with no debit card payments, 10 kilogrammes of hand luggage and frequent flyer points
- New Economy - includes a free hold bag, pre-assigned seating at the time of booking, unlimited date changes and an SMS booking confirmation. It costs a £19 supplement on top of the Essential fare.
- Economy Plus - includes lounge access, fast-track security and double frequent flyer points.
Simon Lilley, director of marketing for Flybe UK, said that the changes were being introduced following consumer research carried out at the end of last year.
He said that the changes, which are being introduced by the end of this week, were a “big fundamental shift in Flybe’s strategy”.
Flybe is planning to unveil a revamped website, flybe.com, in the next few days featuring its new branding and fares which will also be available through GDS.
“The research showed that people did not feel they were getting clear, honest and transparent information in the way we sell airfares,” said Lilley. “This is way we are being more transparent with our new pricing. Customers want to understand how much they are going to pay as soon as possible and not just at the end of the process.
“Our second objective is to be more open and fair as well as maximising choice to the passenger. We also want to improve the travel experience through the airports. We want to offer a hassle-free, straight-forward and simple service.”
Flybe is also reducing the number of stages customers have to go through to complete a booking on the website from the current five pages to four stages.
Lilley said the airline expected the new Economy ticket to be most popular with both business and leisure travellers.
“The Economy ticket offers items which would cost £60-£70 if booked separately for a £19 supplement. We think this will appeal to business travellers who are having to trade down and are increasingly price conscious.”
Flybe is planning a series of other initiatives throughout the rest of 2012 including the launch of a mobile booking site, increasing the size of onboard hand baggage, refreshing its business lounges, introducing wifi entertainment services on passengers' own laptops and tablets, and relaunching its frequent flyer programme.
For more information visit flybe.com.
Report by Rob Gill
