Following the operator’s trade launch last week, Juliet Dennis examines what it brings to the market and gauges agents’ opinions


T


ravel agents have credited the launch of easyJet Holidays through the trade for providing a


much-needed broader choice of mainstream holidays from more airports with an established brand. Agents with customers near


easyJet airports, particularly those in the south and not near Jet2holidays’ main departure bases, look set to benefit the most. The operator’s entry into the


mainstream market is also likely to provide competition to Jet2holidays, which agents have increasingly relied upon since the demise of Thomas Cook last year and Monarch Travel Group in 2017. Midcounties Co-operative Travel


is one of easyJet Holidays’ soft-launch trade partners. Rad Sofronijevic, the group’s chief


operating officer for travel, said: “This fills a gap in the market, particularly in certain areas of the country, such as Bristol, where Thomas Cook used to operate from and Jet2 doesn’t and where it has been more of a challenge to sell mainstream package holidays.”


Broader choice Sofronijevic is confident easyJet Holidays’ launch will provide extra sales for the group’s agents, particularly from the airline’s strongholds such as Luton, Manchester and Liverpool. And she said: “We don’t think it


10 27 AUGUST 2020


We offer higher


commission and non-parity. The value the agent can add will help [them sell]


will detract from our relationships with other operators.” Not Just Travel’s chief business


development officer, Cherie Richards, said easyJet Holidays’ technology was proving a hit with agents, as was the geographical spread of departures. “The southern agents within the


group have embraced the product specifically as demand for such holidays from Gatwick and Bristol has been high,” she said. Peter Cookson, group


managing director of miniple Spear Travels, heralded easyJet Holidays’ entry into trade distribution for providing much-needed competition. He said: “We need someone else


in the marketplace to replace Thomas Cook and, to a lesser degree, Tui.” But he warned Jet2 would be a


“tough act to follow” thanks to its product range, in-resort care and representation. “Price is the only way [easyJet Holidays] can do that,” he said.


Price parity Like other mainstream operators, easyJet Holidays will not offer price parity. Instead, it has costed in “higher commission” which agents can discount, if they wish, to compete with direct prices. Chief executive Garry Wilson


justified the move, saying he believed agents would bring easyJet a new set of customers, meaning there would be less need to compete on price. Speaking on a Travel Weekly


webcast, he said: “We offer higher commission and non-parity. “The value the agent can add


versus the price they will sell [at] will help. I don’t think we will see much crossover.” It is understood online and trade


prices will differ by around 5%. “Any more than 5% and I doubt


we’d be enthusiastic,” said Bailey’s Travel owner Chris Bailey. Spires Travel manager Paul


Knapper said price parity “would have been a big plus” but added: “Having done some quick searches, the difference in prices isn’t too bad.” Sofronijevic admitted agents


were “used” to the lack of price parity among mainstream operators, adding: “If it’s small, we can manage that.” With a rival new operator in the


travelweekly.co.uk


EasyJet Holidays is


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