Low-cost Europeans snub loyalty programs; in the rest of the world, however, they (almost) all have it

The low-cost market in Europe is, without a doubt of denial, the saddest and least passenger-friendly market in the world. The "no frills" model was not invented by Ryanair, it was not born in the old continent, but it is here that it has done the most damage to air transport.

On TFC I have had the opportunity to review several low-cost companies around the world. My favorite is Southwest although it has had several problems recently. However, one has to make a huge distinction between how passengers are treated in Europe and how they are treated in the rest of the globe. Of course there are also companies "similar" to ours around, but the difference is that they are the exception not the rule.

I have had different kinds of problems with various companies in the past, and many have social media accounts, telegram or Whatsapp channels to talk to passengers. In contrast, talking to companies with Wizz, Ryanair or Easyjet is virtually impossible (or almost impossible). The recent mishap at Malpensa reminded me of something similar that happened to me in Kuala Lumpur with AirAsia before the covid. Opposite treatment and smiles at the gate, and not the door in the face that Matteo Legnani received.

From Indonesia to the U.S. everyone has a loyalty program

The biggest difference is also the total lack of a loyalty program in the European low-cost world. In contrast, whenever I book a flight around the world I am always prompted to sign up for the loyalty program of the airline I plan to use. Leaving aside Southerst Rewards, Jetblue, and the more advanced stars and stripes market, in Asia all the carriers I have used recently have some kind of frequent flyer.

Of course, low-cost loyalty programs have different benefits than those of premium companies. They hardly have a tier division, but like large retail loyalty programs, they allow you to accumulate points and obtain benefits related to the services provided: discounts, free tickets, reduced surcharges, elimination of penalties, and so on.

Only Vueling in Europe has an FF

In the European landscape, the only company that has a proprietary loyalty progrmma and allows you to accumulate and use points is Vueling. The Spanish airline belongs to the IAG group, a world air transport power that also includes British, Iberia and Aer Lingus.

The loyalty scheme allows you to accumulate Avios points when you book from the company's website or from Iberia/BA. In the former case based on spend and in the latter based on distance traveled. Avios points can then be used to redeem award tickets as with BA.

There are no statuses, but there is a single premium level that is automatically triggered if you fly at least 40 routes over the course of a year. In this case you get a facilitated route to the airport, priority boarding, and free cabin carry-on luggage. As well as the ability to accumulate double avios points and other small benefits.

The Transavia case

There is a second low-cost carrier in Europe controlled by a traditional airline and that is Transavia. The Dutch carrier participates in Air France KLM's Flying Blue loyalty program and allows you to accumulate XP points and FB points for flights taken.

easyJet's Flying Club

Then there is a "secret" or almost "secret" club and that is easyJet's Flying Club. An invitation-only status that is achieved only by flying a lot on board the orange planes. A product similar to Vueling's Premium level that allows the loyal user to have benefits that make travel more comfortable.

In conclusion

There are dozens and dozens of low-cost airlines in Europe, but only one has a loyalty program. In the rest of the world, on the other hand, the passenger is not only treated better, but also has the opportunity to get benefits by always traveling with the same no frills airline.

• Avios