What makes an airline ‘upper budget’?

Look closely, and you might notice that the world of budget flying is changing. Once widely considered a race to the bottom – in terms of prices, and also service – the sector has become more interesting. Of course, the primary appeal of operators such as Ryanair and Wizz Air remains their relative cheapness. But there is a stratum emerging above that: the “upper budget” airlines. These are the easyJets and Jet2s of the world, which, quietly, have begun to dominate discounted travel.

So what is it that elevates an “upper budget” airline above its peers? Take the baggage allowances as an example. On an easyJet flight, the standard cabin bag allowance is 15kg. Book an easyJet holidays package and a 23kg bag in the hold will likely be included, too. On Jet2 Holidays, expect a 22kg bag allowance, plus 10kg of hand luggage.

Meanwhile, on Ryanair, the standard ticket only allows for a “small personal bag”, which must fit under the seat in front. The rules are similar for Wizz Air. By paying a fee, one can increase the amount allowed – but this grates if the entire notion was a cheap getaway.

There is a similar attitude when it comes to the brands more generally, too. Despite that rather repetitive theme song, Jet2 is often praised for its customer service. Ryanair, however, has embraced a sort of impish attitude to public relations: the airline recently mocked on social media one baffled customer who expected a window seat on his honeymoon.

“Ryanair has a reputation for being mean and stingy,” says Rhys Jones, a manager at aviation website Head for Points. “Do you really want to trust someone with that reputation to make sure you have an amazing holiday?”

It’s a good question. The British public have, slowly but surely, embraced Jet2 Holidays. This year the package brand overtook Tui to become the largest tour operator in the UK. And easyJet holidays has emerged as a competitor, with a similarly cheery set of destinations (and reviews to match).

Perhaps the emergence of “upper budget” can be attributed to disorder across the industry. Jones points to disarray at the UK’s larger airports making other airlines, especially British Airways, seem less organised by comparison. “Take Heathrow, ” he says. “It is one of the world’s busiest airports – and, especially in the last few years, BA has really struggled in terms of ramping up the operation after Covid.

“Heathrow has often felt inefficient in recent years. In comparison, Jet2’s model means it flies more often from regional airports, where those issues are less pronounced because the airports aren’t running at almost full capacity. So there is less opportunity for things to go wrong.”

Ultimately, easyJet and Jet2 are offering both cheap flights and cheap holiday packages. Ryanair’s brief attempt to sell packages quietly ended in 2019, while Wizz Air seems more intent on route expansion. While the age of ultracheap flights may be over, those offering the lowest prices will always be popular. But if it is true value you want? It’s time to opt for “upper budget”.

Sophie Dickinson

iBright idea: Jet2 Holidays does consistently well on customer service as well as baggage allowances and a wide choice of regional airports