EasyJet and Ryanair Vie for Market Share

EasyJet has stepped up its efforts to rival budget airline Ryanair and boost its passenger numbers by improving customer service, offering fresh perks such as flexible tickets and launching a new marketing campaign.

Unlike Ryanair, EasyJet's customer service enhancements now include allocated seating, which their Chief Executive Carolyn McCall has previously attributed in part to an increase in revenue and market share. The airline's passenger numbers rose 3.6% in 2013 to 61.3 million (up from 59.2 million in 2012), while total revenue rose by 10.5% to £4.3bn in the full year to the end of September 2013.

The company's latest marketing campaign, titled "Generation EasyJet", aims to distinguish EasyJet from competitors by celebrating the diversity of their customer base (which spans people taking holidays or visiting friends to frequent business fliers).

Ryanair meanwhile is attempting to improve its reputation for awful customer service by introducing a number of changes designed to regain the market share that they have lost to rivals. Improvements include a 24-hour grace period to allow minor booking errors to be amended, a relaxation of baggage rules and plans to usher in allocated seating.

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