New report reveals the easyJet effect: how 30 years of low-cost travel has shaped the nation

easyJet has marked the anniversary of its first flight from Luton to Glasgow by operating the same flight today exclusively by pilots and crew also turning 30 in November

Retired Captain Fred Rivett, who flew the first ever flight on 10th November 1995, joined crew to celebrate the milestone departure

New research has revealed the cultural impact of low-cost air travel on Brits and how tastes in food, language and social habits are just some of the aspects of our lives that have been shaped by easyJet

In the last year alone, easyJet has facilitated £21 billion Gross Value Added (GVA) and 243,600 jobs for the UK economy, equivalent to £300 in GVA for every UK resident*

Starting fares on key routes easyJet still operates today, such as to Glasgow, Belfast, Amsterdam, Milan and Barcelona, have fallen by over 50% in real terms, compared with real price increases of 57% for a pair of Levi’s jeans, 231% for a first-class stamp, and 154% for the average house. *

easyJet has marked the 30th anniversary of its first ever flight from London Luton to Glasgow by operating the very same flight today, staffed entirely by pilots and cabin crew who also turn 30 this November.

Bringing together past and present, the crew were joined by retired Captain Fred Rivett who operated the very first easyJet flight on 10 November 1995. Fred and his crew made history three decades ago, when EZY121 to Glasgow took off with 122 passengers.

Now 30 years to the day, new research commissioned by the airline has revealed the lasting cultural impact affordable flying has had on the nation, and how the democratisation of air travel has transformed not just the way we travel but also shaped our lives at home.

The extensive study covers just how far-reaching the ‘easyJet effect’ has been on the nation, from where, how and when we travel, as well as what affordable travel has done to transform the lives of millions of ordinary Brits.

Kenton Jarvis, CEO of easyJet, commented:

“easyJet has made it possible for millions of people to travel easily and affordably, opening up new opportunities that once felt out of reach. The benefits of this are clear, not just in the economic impact this has had for the UK, but also in the lasting impact that the democratisation of travel has had for society, which we have been incredibly proud to contribute to over the last 30 years.

“Our special anniversary flight today, complete with our operating crew of all 30-year-olds, is a special nod to the three decades we’ve had in making this ‘generation easyJet’. Whether it’s a first trip abroad, a spontaneous weekend city break, a chance to reconnect with family and friends, or making that all important business meeting, easyJet has been there for some of life’s most important journeys and we’re excited about what the next 30 years will bring.”

Fred Rivett, the Captain of easyJet’s first flight on 10th November 1995, said:

“It’s hard to believe it’s been three decades since my crew and I flew that very first flight from Luton to Glasgow. Back then, easyJet was a bold new idea and a complete disruptor to the industry, and to see how it has grown into the UK’s largest airline and helped millions travel across Europe and beyond is something I’m incredibly proud to have been part of.”

Pilot Captain Jamie Smart, commented:

“What an absolute privilege to have been on board flying easyJet’s 30th anniversary flight, almost 30 years to the day since I was born. The excitement I feel flying with easyJet has not changed over the last 9 years I have been with the airline, and I know it will still remain in another 30 years!” Cabin Crew member Natalie Tavener, said: “We’ve had a brilliant time flying easyJet’s 30th anniversary flight, it felt incredibly special today to be commemorating the airline’s special date, which continues to give people the warmest welcome in the skies across Europe and beyond.”

Alberto Martin, Chief Executive Officer of London Luton Airport, commented:

“London Luton Airport is proud to have played such an important part in a remarkable success story that has seen easyJet establish itself as one of the biggest carriers in Europe.

“Throughout this time, we’ve worked closely with easyJet to deliver a simple and friendly passenger experience, achieving impressive, sustained growth in passenger numbers and an ever-greater choice in destinations.

“The inaugural easyJet flight from LLA in November 1995 paved the way for a revolutionary new era in leisure travel and marked the beginning of a hugely successful relationship that continues to flourish 30 years on!”

Travelling, Holidaying and Destinations

When it comes to holidaying, there has been significant generational changes over the past three decades, with 94% saying that holidaying abroad as a family is easier now compared to when they were children, whilst a further four in five (83%) say they travel abroad more regularly with their family compared to when they were growing up.

Over half (54%) of 18–35-year-olds remember flying on their first holiday abroad with easyJet. According to the study, 92% of Brits now consider visiting a new destination each year, in contrast to visiting the same destinations or holidaying at home when they were younger.

Four in five (83%) Brits say they now choose to visit destinations further afield which they wouldn’t have previously considered, like North Africa. Over half (56%) say affordability has been a key factor in their travel patterns with 52% saying the availability of more direct routes to destinations like Morocco and Egypt have played a key role. easyJet is the number one carrier from the UK to North Africa, up 39% compared with the previous year, operating 45 routes from the UK to Egypt, Tunisia, Morocco, and Cape Verde.

The Rise of the Weekend Break, Solo Trips and Flying Locally Two-thirds (67%) say more direct choice of more affordable flights from their local airports has turned spontaneous weekend trips abroad into a reality, with nearly three-quarters (73%) saying local choice and convenience for flights has increased. Since 1995, easyJet has grown to operate from 11 UK bases and now serves 22 UK airports, with the sustained growth in the regions, up 22% over the past two years.

The flexibility of the low-cost model has provided more freedom for solo travellers too. Almost three-quarters (74%) say they are more likely to go on a solo trip today, with the flexibility and affordability of fare-only, point-to-point flying a key enabler of independent travel.

Affordable air travel has also shaped the social experiences of Brits. Seven in 10 (70%) say lower fares have helped them to make and maintain long-distance friendships or relationships, that would otherwise have been impossible. This has increased over a generation – with a further 71% saying they have more friends of different nationalities compared to their parents.

Nigel Thompson, Travel journalist of over 30 years, comments: “What an incredible aviation journey it’s been for easyJet, began with a pair of leased Boeing 737-200 planes.

Fast forward three decades, and what was the stuff of the UK’s getaway dreams is reality. Today, families, couples, groups of mates and solos are now just a few app clicks away from an extraordinary, ever-growing departure board jam-packed with exciting beach, city and winter sports destinations. Long-planned or simply spontaneous, it’s all possible.

Thirty years of low-cost flying has been a new age of discovery, where Brits have embraced the joy of embracing fabulous food and drink, different cultures and foreign phrases.

I’ve flown all round the world but not visited the Algarve. Some winter sun in Faro for £14.99 from my local airport? Mighty tempting…and I don’t mind a pastel de nata.”

Lisa Minot, award-winning Travel Editor with four decades of experience, comments:

“easyJet's influence on generations of travellers is astonishing. Challenging the dominance of legacy flag carriers, it proved low cost didn't mean low demand and put affordable travel within the grasp of millions. It essentially invented the modern city break, turning spontaneous weekends from a distant dream to a regular reality.

My kids have never known a time where the only option for exploring Europe was a long haul by train. For them it is easier to visit friends in Barcelona and girlfriends in Italy than it is to see pals right here in the UK. Low-cost air travel has given them opportunities and experiences that have enriched their lives.”

Cultural Impact The ‘easyJet effect’ of more connectivity and affordable flights has also influenced our lifestyles over the past thirty years – from what we eat and drink to how we consume our music and TV. A huge 83% of Brits say their taste in food has changed as a result of their travel experiences – with the likes of feta, burrata, houmous, tapas, dips like tzatziki and drinks like Aperol or Campari now becoming a staple in their own kitchens, inspired by new culinary experiences from abroad.

Over nine in 10 (94%) of the nation believe that a wider range of dishes and ingredients are more accessible for their family, compared to when they were growing up. A further 90% say their tastes have broadened directly as a result of being able to travel more easily to the continent.

Easier and more affordable international air travel has also given rise to a trend of gig tourism, with two in five (42%) Brits saying they have chosen to watch their favourite acts abroad instead of in the UK.

A further two-thirds (64%) say music from international bands or artists have now become firm favourites in their daily playlist, with the likes of Maneskin, Rosalia and Aya Nakamura gaining popularity with British music fans.

Greater access to different cultures is also shaping our viewing habits. Three in five say they watch more foreign language TV shows and films, like Lupin, Call My Agent and Money Heist, having been influenced by the destinations they have been to or want to visit.

This change in viewing habits has helped film and TV lovers explore the destinations of their favourite shows through ‘screen tourism’, thanks to easyJet’s increased connectivity to the continent.

A recent study from VisitBritain showed that 84% of 18–34-year-old tourists to the UK said screen tourism played a role in their decision to visit destinations outside London. This trend has coincided with growth in recent years, driven by increased direct and affordable connectivity across the easyJet network, the largest carrier providing domestic connections across key UK regions, including Birmingham, Manchester, Bristol, Northern Ireland, and Scotland. **

Still more affordable than a pair of jeans…

The airline’s 30th anniversary study has also revealed how air travel has become affordable for millions. easyJet starting fares are now cheaper in real terms compared to 1995, reflecting the airline’s commitment to making air travel accessible to the many, not just the few.

The airline launched flights in 1995 for ‘just the price of a pair of jeans’ and starting fares on some of the key routes still operated today like Glasgow, Belfast, Amsterdam, Milan and Barcelona, have fallen by over 50% in real terms.* Compared to other goods, easyJet flights have beaten inflationary price rises compared to other everyday items and experiences, which have become more expensive:

Item

1995 price

1995 price in

real terms

2024 price

Change in real price

easyJet starting fare

£29

£58

£26

-55%

Pair of Levi’s Original jeans

£32

£63.76

£100

57%

First class stamp

25p

50p

£1.65

231%

Glastonbury ticket

£65

£129

£360

178%

Average house

£51,529

£102,675

£260,826

154%

Arsenal ticket

£12.50

£24.91

£61.54

147%

Loaf of bread

53p

£1.06

£1.68

59%

Big mac

£1.74

£3.47

£5.39

55%

Pint of lager

£1.60

£3.19

£4.43

39%

Petrol (unleaded litre)

52p

£1.04

£1.29

24%

Cinema ticket

£3.48

£6.93

£7.71

11%

A relentless focus on efficiency and innovation to keep costs and fares low means easyJet has ensured air travel remains accessible, so that UK consumers can continue to reap the social and economic benefits that travel and tourism provide. In the last year alone, easyJet has facilitated £21 billion GVA and 243,600 jobs for the UK economy, equivalent to £300 in GVA for every UK resident. *

Today, easyJet is the largest UK airline and one of the largest airlines in Europe, flying more than 100 million passengers a year on over 1,000 routes across 35 countries. With a new base opening at Newcastle next year, the airline also continues to grow, creating jobs, choice and connectivity, while always aiming to make travel easy and affordable.

- ENDS –

For further information, please contact the easyJet Press Office at easyJet.com/en/news/contacts or on 01582 525252

Notes to Editors

Survey of 2,000 British adults commissioned by easyJet was conducted by 3Gem in October 2025.

*Results of economic impact analysis commissioned from a team of professional economists at FTI Consulting

** https://www.visitbritain.org/research-insights/screen-tourism

Nigel Thompson’s Full Commentary

“Hey, fancy some tapas and sunshine this weekend?”

“Count me in!”

“On it… easyJet has £14.99 seats from our local airport. Malaga here we come!”

Not a conversation you were likely to be hearing prior to November 10 1995 when the low-cost carrier’s first flights took off from an airport in Bedfordshire.

Those first two game-changing flights to Glasgow and Edinburgh were the beginning of a great travel revolution (or is that revo-Luton?!).

Fast forward three decades, and what was the stuff of the UK’s getaway dreams is reality, as easyJet’s 30th anniversary research shows.

Today, families, couples, groups of mates and solos are now just a few app clicks away from an extraordinary, ever-growing departure board jam-packed with exciting beach, city and winter sports destinations. Long-planned or simply spontaneous, it’s all possible.

Thirty years of low-cost flying has been a new age of discovery, where Brits have embraced the joy of embracing fabulous food and drink, different cultures and foreign phrases.

That unforgettable weekend in exotic Marrakech for a sunset bowl of snail soup with mint tea and Insta-fave selfies with snake charmers awaits.

Day trips have taken off too. A Duomo visit then Burrata salad and an Aperol for lunch in Milan? Yes you can.

In my 16 years on newspaper travel desks I’ve watched a host of new routes arrive with affordable flights to incredible - and incredibly diverse - places such as Reykjavik, Tbilisi, Lapland, Sicily and Luxor.

And ‘affordable’ is key. With the airline’s web ‘Inspire Me’ search options featuring flights by price, Brits can easily see where they can go for, say, under £20. So why not just head somewhere you’ve never been?

I’ve flown all round the world but not visited the Algarve. Some winter sun in Faro for £14.99 from my local airport? Mighty tempting…and I don’t mind a pastel de nata.

Happy 30th birthday, easyJet! Thank you for making air travel accessible for millions of Brits, creating magical moments and opening our eyes to new horizons.

About easyJet

easyJet is one of Europe’s largest airlines offering a unique and winning combination of the best route network connecting Europe's primary airports with great value fares and friendly service. easyJet flies on more of Europe’s most popular routes than any other airline and carried more than 100 million passengers in 2024. The airline has over 340 aircraft flying on over 1000 routes to more than 160 airports across 35 countries. Over 300 million Europeans live within one hour's drive of an easyJet airport.

easyJet aims to be a good corporate citizen, employing people on local contracts in nine countries across Europe in full compliance with national laws and recognising their trade unions. The airline supports several local charities and has a corporate partnership with UNICEF which has raised over £17m for the most vulnerable children since it was established in 2012.

In 2022, easyJet published its roadmap to net zero by 2050. The roadmap, which also features a combination of fleet renewal, operational efficiencies, airspace modernisation, Sustainable Aviation Fuel and carbon removal technology, has set an ambitious interim carbon emissions intensity reduction target of 35% by 2035, validated by the Science-based targets initiative (SBTi). The airline’s ultimate aim is to fully transition its fleet to zero carbon emission technology, which it will achieve through a number of strategic partnerships including with Airbus, Rolls-Royce and GKN Aerospace Solutions. Since 2000, the airline has successfully reduced its carbon emissions per passenger, per kilometre by one-third and is the number 1 ESG rated airline in Europe by Sustainalytics, MSCI and CDP.

Innovation is in easyJet’s DNA – since launching nearly 30 years ago, easyJet changed the way people fly to the present day where the airline leads the industry in digital and operational innovations to make travel easier and more affordable for its passengers.

In 2023 easyJet was named by TIME as one of the World’s Best Companies and a Leader in Diversity 2024 by The Financial Times.

The easyJet effect report methodology

This report has been prepared by easyJet drawing on the results of economic impact analysis commissioned from a team of professional economists at FTI Consulting. The analysis is produced using a standard economic impact modelling framework, based on well-established and widely accepted input-output modelling methods, to quantify easyJet’s contribution to the UK economy.

Focusing on FY 2024 (year ending September 2024), the analysis examines three distinct channels through which easyJet generates economic benefits: the company’s day-to-day airline and holiday operations in the UK; the UK economic impact of easyJet’s capital investment in Airbus aircraft; and the catalytic effects of inbound and domestic tourism spending facilitated by easyJet’s connectivity. The economic footprint is measured in terms of: (a) economic output (a gross measure of economic activity, representing the total value of goods and services produced), (b) Gross Value Added (“GVA”, or the value of goods and services produced, less the cost of any inputs used up in that production process, which is a standard measure of an organisation’s contribution to a country’s Gross Domestic Product, or “GDP”), and (c) employment (measured in full-time equivalent jobs).

The methodology captures not only the ‘direct’ impacts of easyJet’s own activities, but also the rounds of ‘indirect’ impacts generated through the company’s UK supply chain, and the ‘induced’ impacts arising from the spending of employees of easyJet and suppliers.

The analysis draws on economic, financial and operational data from both public and non-public sources. Public sources include the UK’s official Input-Output tables published by the Office for National Statistics, tourist surveys conducted by the ONS and VisitBritain, and data on routes and passenger numbers published by the Civil Aviation Authority. Non-public data has been provided to FTI Consulting by easyJet; the accuracy of this data has not been independently verified by FTI Consulting.