EasyJet chief puts focus on brand overhaul
7 November 2011Carolyn McCall, chief executive of EasyJet, does not want to answer many detailed questions about its short or long-term growth strategy, including opportunities to expand into new markets or buy aircraft.
EasyJet is seeking to turn itself into a higher quality brand because it is targeting affluent consumers who fly more than once a year, and also trying to woo more business people. This strategy underlines how EasyJet regards its main competitors as the European flag carriers rather than Ryanair, Europe’s largest budget airline by revenue.
She wants EasyJet to concentrate on securing more revenues in its existing markets “such as the UK, France and Spain” and hopes the airline can raise its dividend over time.
