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EasyJet: The Story of Britain's Biggest Low-cost Airline [Paperback]

Lois Jones
3.0 out of 5 stars  See all reviews (4 customer reviews)

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Book Description

12 Oct 2005
The first book about this phenomenally successful budget airline. Aurum's 2004 book on the rise of Ryanair has already sold 20,000 copies; ITV primetime reality TV series Airline about easyJet gains a huge audience; By a distinguished international journalist; Comprehensive interviews with everyone from pilots to cabin crew and top airline industry competitors; Impulse-buy price for airport bookshop market The low-cost aviation market in Britain took off thanks to two airlines: easyJet, based at Luton, and Ireland's Ryanair. Aurum has already had huge success with its 2004 book on Ryanair, which was a number-one bestseller in Ireland and is now in its seventh printing. Now, it publishes the first account of the rise of easyJet. easyJet has always been a colourful enterprise, thanks to both its charismatic and self-promoting Greek founder, Stelios Haji-Oannou, and its bright orange planes and publicity material. Beginning as a modest low-cost operation with a couple of elderly leased 737s between Luton and Glasgow, it is now one of the biggest airlines in Europe. It has brought not only Spain, Portugal and the Highlands of Scotland within reach of every traveller's pocket, but has also recently opened up the new member countries of the EU to tourism and cheap business travel with regular flights to Slovenia, Estonia and Hungary. This is the story of easyJet's business success, the flamboyant stunts it has used to steal a march on its competitors, and the wider social changes its cheap flights have brought about.


Product details

  • Paperback: 256 pages
  • Publisher: Aurum Press Ltd (12 Oct 2005)
  • Language: English
  • ISBN-10: 1845130936
  • ISBN-13: 978-1845130930
  • Product Dimensions: 21.4 x 13.8 x 2.2 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 543,518 in Books (See Top 100 in Books)

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Product Description

About the Author

Lois Jones is a reporter for Bloombergs, and the author of Cannibal, the story of the recent cannibalism case in Germany, published by Berkley in Spring 2005. She lives in Munich.

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Customer Reviews

3.0 out of 5 stars
3.0 out of 5 stars
Most Helpful Customer Reviews
5 of 6 people found the following review helpful
4.0 out of 5 stars Excellent study 8 Mar 2006
Format:Paperback
This book is ideal as a business book, for people who have started or are running their own business or just lovers of low cost airlines and what they stand for.
Lois Jones accurately maps out the rise and rise of easyjet. I found their business strategy particularly interesting and how it differs markedly to that of Ryanir - read the book to find out.
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3.0 out of 5 stars A good read but....... 28 Jun 2013
Format:Paperback|Verified Purchase
.....but not such a "page-turner" as others.

Having recently read the story of Ryanair and the flamboyant Michael O'Leary , I thought that it would be interesting to read the story of their competitor Stelios and easyJet.
I did enjoy reading this book as it explains the background and history of the company but it has been padded out to fill its 232 pages with plenty of customer tales of woe and other quotes (presumably lifted from newspaper stories) plus larger font , thicker paper with double spaced lines of print.

If you are interested in the airline industry than this is a book worth reading but the Creaton story of Ryanair is a similar tale that has been told in a much better (and more interesting ) way.
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4 of 6 people found the following review helpful
4.0 out of 5 stars A good and intersting read. 30 Dec 2005
By A Customer
Format:Paperback
I read this over the space of a week and found it well written and interesting. The only thing i found a little frustrating is that seemingly only the first half of the book is really about easyjet & stelios and then it becomes more of a general overview of the low cost sector and it`s impact on tourism and business opportunities. Still a decent read for anyone interested in the aviation business and i would recommend it.
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2 of 8 people found the following review helpful
1.0 out of 5 stars Save Your Money 13 Mar 2006
By A Customer
Format:Paperback
This books is a narrative sequence of events rather than a real story. It seems the author compiled newspaper clippings of this story and turned them into a book. Very disappointed.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 5.0 out of 5 stars  2 reviews
7 of 7 people found the following review helpful
5.0 out of 5 stars Lessons in Here for All of Us 26 April 2006
By John Matlock - Published on Amazon.com
Format:Paperback
Air travel in the United States was heavily regulated for many, many years. Then deregulation came and the era of inexpensive air travel came in. In Europe it was a much bigger mess. Most of the airlines were owned by the Government and had enough pull within the Government to make it difficult for new airlines to enter their protected territory.

easyJet has been able to carve a business out of the European market. Sometimes it has used, shall we say, 'creative' techniques. For instance, in trying to restrict entry into the market and protect SwissAir, the Swiss attempted to stop them by citing an obscure rule that said that that they had to offer accommodations with their tickets. easyJet's president had a tent errected on a hillside nearby and said that any passenger who wanted accommodations were welcome to stay there.

The story of easyJet is the story of our modern time as the rules of international business are changing dramatically. Indeed the whole rise of the no-frills airlines has been an interesting addition to the conventional airlines. The success of easyJet also proves that all new businesses don't have to be high-tech to succeed. There are still fortunes to be made in the more mundane businesses. The story of easyJet has lessons in it for all of us in business. As business becomes more world wide, any business needs to look at international expansion. The easyJet story is one involving a large number of countries and they did it in a different way.
4 of 4 people found the following review helpful
5.0 out of 5 stars The easyJet Story 3 Oct 2006
By Elijah Chingosho - Published on Amazon.com
Format:Paperback
"EasyJet: The Story of England's Biggest Low-Cost Airline" is a delightful book that those interested in the growing low cost airline phenomenon worldwide will enjoy reading. EasyJet is the largest and successful low cost airline based at Luton Airport near London. The airline operates frequent scheduled services for leisure and business passengers and serves more than 200 routes between more than 65 European airports. Its founder is the Greek Cypriot entrepreneur Stelios Haji-Ioannou.

The airline business is modelled around the successful no frills formula that has been brilliantly employed for over a generation by Southwest Airlines in the USA and its nearby rival Ryanair, based in Ireland. EasyJet and Ryanair are the largest low cost airlines in Europe, The airline started operations in November 1995. EasyJet can operate low cost flights because of its low operating costs. The airline achieves this by, among other things, flying to and from airports that offer cheaper take-off and landing fees, eliminating free meals and drinks during flights, using online and telephone booking systems to eliminate travel agent commissions, flying more often than traditional carriers, not allocating specific seats to passengers (free seating to speed up the passenger boarding process) and competing with all transport modes (especially road and railway transport).

The airline also typically opens new routes with no competition from legacy carriers and tends to target the price conscious business, leisure and visiting friends and relatives passengers. It has an aggressive marketing and pricing strategy and focus on short and medium haul traffic with high frequency of services. The airline has a strong brand.

EasyJet initially operated exclusively Boeing 737 aircraft to minimise costs. However, in September 2003 it broke with its philosophy of operating just one aircraft type, a typical strategy by low cost airlines worldwide, by ordering 120 Airbus A319 aircraft. When the last of the Airbus A319s has been delivered in 2007 easyJet is expected to have retired most of its Boeing 737 fleet.

So this is the story of easyJet, which Lois Jones related with rigour and eloquence.
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