EasyJet recently announced the launch of a dedicated Chinese homage which is a direct response of the airline towards the growing number of Chinese visitors flying with the airline. Although, China is a very important travel market and Chinese consumers increasingly take advantage of travelling around Europe using low cost airlines, for many of these airlines, few efforts have been made to facilitate bookings for Chinese consumers (TravelNews 2013).
In the tourism industry, dedicated websites to specific markets play a significant role, as many consumers around the world prefer to read content in their native tongue, as thus is easier for them. In China, this is also the case and EasyJet is now taping into the advantage of having a dedicated Chinese website, where all content tis translated into simplified Chinese. In addition to that, easyJet also integrates the “inspire me” tool that can help Chinese consumers to find lowest fares when searching for destinations and also to connect to a Chinese version of booking.com which is easyJet’s hotel partner.The Chinese version of the airline’s website aims to deliver information to Chinese consumers in a innovative way through the inspire me tool that helps to find best flights and deals available. Aiming to deliver a customer experience that is easy is at the core of easyJet’s thinking behind the new Chinese website.
WHY THIS MOVE?
Undoubtedly, China is a significant travel market, and it is essential to offer flights and content to Chinese consumers in their mother tongue. When looking in detail at the airline’s bookings, it is clear that there are a number of most popular destinations in Europe. EasyJet’s bookings reveal that Paris is the most popular destination in Europe, followed by Milan, Rome, Nice, Barcelona, London, Edinburgh and Belfast. This is very interesting especially with regards to a 25% increase in bookings from China in 2012 and further increases expected in 2013 and beyond.
CHINA WELCOME CHARTER
Besides launching a new website, easyJet also signed up to Visit Britain’s China Welcome Charter which is very interesting. In this charter, Visit Britain aims to ensure that by 2015, the UK is the most welcoming destination in Europe. As a UK business, easyJet is now officially announcing to be part of the charter. This can be considered a very smart move, as the business is backing up the country’s and Visit Britain’s goal to become more welcoming for people outside of Europe and establish itself as a key destination to visit. It will be interesting to monitor what impact the Chinese website will have on bookings from Chinese consumers and whether easyJet is trying to achieve a competitive advantage from other low-cost airlines in the UK and Europe through providing a Chinese website.
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