EasyJet loyalty programme confirmed: what it could mean for business travellers

EasyJet’s new loyalty programme could reshape how many business travellers approach short-haul travel. We explain what the announcement could mean for traveller value, policy and supplier choice.

EasyJet has confirmed plans to launch a full loyalty programme in 2027, marking a significant development in the European airline market and creating a potentially compelling alternative for both leisure and business travellers.

The announcement was included in the airline's latest half-year results, where easyJet highlighted the strength of its customer base, noting 71% of bookings come from returning customers. Building on this loyalty, the airline plans to introduce a new rewards programme during its 2027 financial year.

According to easyJet, the programme will form part of a broader strategy to enhance customer engagement and reward traveller loyalty, with further details expected to be revealed during a dedicated investor and customer briefing next year.

The timing is particularly interesting.

Recent changes to airline loyalty schemes across Europe have led many travellers to reassess where they place that loyalty. EasyJet's Chief Executive Kenton Jarvis has openly acknowledged there is an opportunity in the market for a programme with broader appeal, particularly for travellers who may feel traditional frequent flyer schemes have become increasingly focused on higher spending customers.

Importantly, easyJet has indicated the programme will not be limited to frequent flyers. Holiday customers and occasional travellers are also expected to be able to accumulate and redeem value, potentially creating a more inclusive rewards proposition than some traditional airline schemes.

For many organisations, easyJet already forms a key part of their European travel strategy due to its extensive network, frequency of service and competitive pricing. The addition of a meaningful loyalty scheme could further strengthen its position within managed travel programmes.

Industry speculation has already begun regarding what form the programme may take.

One interesting possibility is the development of strategic partnerships that could extend the value of the scheme beyond easyJet's own network. Whilst no partnerships have been announced, a broader rewards ecosystem would allow travellers to earn and redeem value across a wider range of travel products and services.

Such an approach could be particularly attractive for business travellers who often combine short-haul and long-haul travel requirements throughout the year. At this stage, however, easyJet has not confirmed any partner arrangements, but further details are expected during 2026.

At Meon, we welcome increased competition and innovation within the airline loyalty space.

Tony McDaid, Head of Client Success, responded: “A well-designed loyalty programme from easyJet has the potential to deliver additional value for travellers whilst encouraging other airlines across the market to continue investing in customer benefits and traveller experience.”

For corporate travel programmes, the key consideration will be how any new rewards structure aligns with travel policy, traveller behaviour and programme objectives. If easyJet can successfully combine meaningful rewards with its existing route network and competitive fares, it could become an even more attractive option for many UK-based business travellers.

Tony continued: “Loyalty programmes are most effective when they complement, rather than influence, sound travel policy decisions. Our recommendation remains that organisations prioritise traveller safety, programme compliance, schedule suitability and overall value when selecting suppliers, with loyalty benefits viewed as an additional enhancement rather than the primary driver of booking decisions.”

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