Easyjet inaugurates the new Bordeaux-Manchester route

Easyjet Airline Company announced this summer its future airline between Bordeaux (Mérignac Airport) and Manchester (Manchester Airport). This is a symbolic step forward for the airline. Indeed, this route is the thousandth airline served by Easyjet flights. In order to obtain high flight occupancy rates, the British company chose the city of Bordeaux for strategic reasons. The geographical proximity to the United Kingdom, the tourist attractiveness of the city of Bordeaux to British travelers… But also the common passion that these two cities have for Gastronomy and Sport.

Easyjet has therefore seen this new line as an interesting connectivity to assign a new air journey. Indeed, it wants to consolidate its position as europe’s second largest airline. It was important to select a new destination for British travellers. After setting up a company in Vienna (2017), Easyjet continues its deployment with a new line in Bordeaux.

Two weekly flights (Monday and Friday) allow Bordeaux and British residents to travel to the neighbouring country. It will take a minimum of 35 euros (floor price) to get a plane ticket.

Easyjet, a major player in low-cost airlines

This new route demonstrates Easyjet Airline Company’s willingness to invest wisely. The opening of the EasyJet base on 28 March strengthened the air offer to and from the metropolis. While increasing its flight frequencies (2 additional weekly flights to Lille, Nice and four additional to Marseille).

The ramp-up of EasyJet is great news for our passengers in the Southwest. Bordeaux-Manchester is EasyJet’s 1000th route but also the 32nd from Bordeaux. It is a real abundance of destinations that the company offers on our Bordeaux platform, a sign of the remarkable confidence of a partner essential to the development of air connectivity in our territory.

Pascal PERSONNE, Chairman of the Management Board of Bordeaux Airport

Easyjet has therefore gradually improved its territorial deployment in France, by refining its air coverage strategy according to the cities that arouse the most interest for travelers, according to specific calendar periods. Moreover, seasonal routes to Tel Aviv (Israel) and Faro (Portugal) will now be available throughout the year to offer sunny destinations to passengers, including in winter.

Improve supply and profitability

Several changes are therefore announced to improve travel conditions for travellers and to expand Easyjet’s presence in its market. The will is clear: to improve geographical coverage – without necessarily choosing long hauls – to obtain high flight occupancy rates. It is probably with this logic that the British airline is content for the moment to offer only two weekly flights on the Bordeaux region.

Indeed, an aeronautical aircraft is very expensive for each flight. If the number of passengers is too low, financial losses are inevitable. For “low-cost” airlines, it is therefore difficult in view of their tight margins to hold the bar in such a competitive environment dominated (although difficult) by conventional airlines (Air France, Lufthansa or British Airways).

Especially since they have gradually integrated low-cost airlines for small couriers into their business models. For example, Air France has merged with KLM in this regard. The selection of routes to cover is therefore a vital strategy for airlines. In the case of Easyjet, it is understandable the desire to position itself on short or medium routes highly prized by customers for reasons such as holidays or work. In this sense, the line to Luxembourg has been annualised to meet the demands of business travellers.

New Aquitaine, a popular destination for British travellers

Easyjet knows this. The New Aquitaine region now has 39,000 inhabitants from Greater Brittany. According to an INSEE study, New Aquitaine is the first host region in France for British nationals. In fact, 26% of the British in the French territory reside in New Aquitaine. With 17% and 13%, the Occitanie region and the Ile de France region come in second and third place respectively. The cities of Toulouse, Biarritz and Paris are popular from a tourist point of view by British travellers. Today, France welcomes a total of 150,000 British residents, 1.5 times more than Germany, but half as many as Spain, which remains a more attractive country for British nationals.

The wine culture, the wineries, the historic castles and the proximity to beautiful beaches (Arcachon and Cap Ferret in particular) frequented by an international clientele, make Bordeaux a very attractive city. From a tourist point of view, this new line linking the Bordeaux region to Great Britain is ultimately an excellent operation for both territories.

Source:

Press release (Easyjet) – 12 July 2018

 

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