For 30 years, easyJet has focused on reducing the cost of flying for consumers. To help passengers understand how ticket prices are set and how to get the best value, here is an explanation of easyJet’s "demand-led" model and the options available to travellers.

What is ‘demand-led’ or dynamic pricing?

easyJet uses a pricing model known as dynamic pricing, which is standard across the airline industry. This system is "demand-led" as the primary goal is to fill each aircraft.

  • Filling the Plane:

    Prices typically start low and increase as fewer seats become available. As the flight fills up, the price often increases to manage the remaining supply.

  • The Algorithm:

    The airline uses algorithms that analyse historical data and current booking trends to set the optimum price to fill the flight.

  • The Result:

    This efficiency helps keep costs low, allowing easyJet to offer lower fares to more people. In fact, over a third of easyJet's flights are on sale for less than £50.

Why are bags and seats separate?

easyJet operates an "unbundled" pricing structure. This means the ticket price covers the flight and a free under-seat bag, while extras like checked luggage or specific seat selection are optional.

  • Customer Choice:

    This model ensures passengers only pay for what they need. For example, a customer travelling for business with just a laptop bag does not have to subsidise the luggage costs of a family going on a two-week holiday.

  • Popularity:

    This approach is popular with passengers because it allows them to pay only for what they need or want; almost 40% of customers choose to book just the fare without purchasing any additional extras.

  • Keeping Base Fares Low:

    If easyJet were forced to bundle items like heavy bags into every ticket, base fares would have to rise for everyone.

Why are flights more expensive during school holidays?

Pricing is driven by demand, and during peak times—such as school holidays or major sporting events—demand is incredibly high.

  • Supply and Demand:

    When many people want to fly on the same dates, the lower-priced allocations of seats sell out very quickly.

  • Last-Minute Booking:

    Often, the high prices sometimes reported on reflect the very last one or two seats on a fully booked flight, which are not representative of the average fare most people on that plane paid.

  • Average Costs:

    Despite these peaks, the average ticket price in the first half of the 2025 financial year was £64.

Common Pricing Myths Busted

There are often misconceptions about how airlines price their tickets. Here are the facts regarding easyJet's operation:

Myth: "The price goes up because I searched for the flight multiple times."

Fact: easyJet does not use cookies or online behaviour to track customers and increase prices. If a fare increases between searches, it is simply because other customers have booked seats in the meantime, reducing availability.

Myth: "Airlines make huge profits on every passenger.

"Fact: Margins in the airline industry are narrow. Last year, easyJet generated approximately £6.08 profit per passenger, a figure that includes all optional extras like seats and bags.

Myth: "Families are split up to force them to pay for seats."

Fact: The airline’s seating algorithm works to sit families together on a first-come, first-served basis. If passengers check in early, the system aims to keep them together without the need to purchase specific seats.

Top Tips: How to Find the Lowest Fares

To help customers secure the best possible price, easyJet recommends the following strategies:

  • Use the "Low Fare Finder": easyJet provides a tool on their website called the ‘Low Fare Finder,’ which helps customers search across different dates to find the cheapest flights available.

  • Book Early: Because pricing is demand-led, fares usually start low and rise as the plane fills up. Booking well in advance often secures a better rate than booking last minute.

  • Be Flexible: Different flights appeal to different markets. Passengers who can be flexible with their travel dates or times can often find better value on less busy flights.

  • Check In Early: Families hoping to sit together for free should check in as early as possible (up to 30 days before departure) to give the system the best chance of allocating seats together