Jet2 launch frequent flyer scheme

More evidence that there is less and less distinction between low cost airlines and full service airlines. . . Jet2 have launched a frequent flyer scheme.

Below I have listed the key features of the MyJet2 reward scheme and given my own analysis on each.

• Customers earn 1% of everything they spend on flights back in “points”.

Not very generous considering they are not ever giving back the cash but just free flights (excluding taxes etc). I expect they will end up increasing this or offering special offers with increased points.

• Two flight zones for redemption, the lowest = 1200 points for a return flight.

Makes sense but I would have gone for three zones or just had a system where anything earned can be redeemed on any flight – this respects the work of the revenue managers who have priced each seat. If sticking with the zone system seems non-optimal business-wise to have Dusseldorf lumped in with Malaga which must have an average selling price way above Dusseldorf and I’m sure better load factor too. See the zones

• Points valid for 2 years.

Fair enough. Pretty standard, should encourage fairly swift redemption (which under the Jet2 scheme should be revenue enhancing for them as they are still charging for fuel supp, etc and there may be other passengers and ancillart revenue)

• Points pay for the base fare only.

This is crafty, it actually says in the FAQ that you will have to pay for any fuel supplements, baggage charges or other supplements on the free flight. The only consolation is you will earn points for these charges.

• No online redemption – call centre only.

This has got to change and I’m sure there are some IT geeks working on this now.

• No specific black out dates for free flights but availability is restricted

Makes sense they just have to make sure they balance off the customer satisfaction goal of members actually being able to redeem their rewards with the revenue management goal of not giving away seats that they could have got some revenue for.

For many of the flag carriers reward schemes, including e.g. flybmi who also fly from Leeds Bradford which is the main base for Jet2, there is an emphasis on “status” giving e.g. bronze, silver and gold status each giving different non-cash benefits such as access to airport lounges and priority baggage tags. MyJet2 is a cash / free flights only reward scheme so won’t perhaps encourage many business customers to choose Jet2.

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