Travel Tech

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.


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.


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.


comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge