The Evolving Landscape of Budget Air Travel: Premium Perks for the Savvy Traveller
The aviation industry has been dramatically reshaped by the rise of no-frills airlines. Once a niche market, carriers like Ryanair have become titans of the sky, with Ryanair alone transporting over 200 million passengers annually, solidifying its position as one of the world’s largest airlines by passenger volume. Over the past four decades, these budget carriers, including easyJet and Wizz Air, have demonstrated remarkable resilience, weathering geopolitical storms, the global pandemic, natural disasters, and economic downturns. Their success is largely attributed to a lean business model: efficiently packing passengers into single-class aircraft that can complete up to eight journeys a day.
A cornerstone of this model is, and always has been, price. When easyJet launched in 1995, a ticket from Luton to Glasgow cost a mere £29 – a sum that would equate to roughly £60 today. Astonishingly, the airline’s cheapest fares this year are nearly half that, at just £31. This fierce competition has driven down base fares, prompting airlines to explore additional revenue streams. These often manifest as controversial “discretionary” add-ons, such as fees for checked luggage, seat selection, and priority boarding.
However, the market is dynamic, and passenger expectations are evolving. The traditional add-ons are no longer sufficient for travellers seeking more than just a hold bag or a mid-flight beverage. In response, no-frills airlines are increasingly experimenting with premium offerings, aiming to capture a segment of travellers willing to pay for enhanced comfort and convenience. Examples include easyJet Plus, Ryanair’s now-discontinued Prime membership, and Wizz Air’s Wizz Class. Ryanair’s Prime pilot program, for instance, generated €4.4 million (£3.8 million) in subscription fees before its closure in November 2025, after an eight-month run. During its operation, Ryanair claimed its 55,000 members received over €6 million in fare discounts.
To understand how these premium short-haul offerings stack up, we’ve analysed a sample route between London and Valencia for travel from 15-18 April 2026, comparing fares and the value of their associated premium services.
EasyJet Plus: A Subscription for Frequent Fliers
EasyJet’s standard booking process offers a tiered fare structure, including Lite, Smart, Smart+, and Extra. Each tier bundles various combinations of luggage allowances, seat selection, and priority boarding. The cost of these add-ons can fluctuate significantly with demand, potentially doubling the base fare. For example, an ‘All-In’ bundle encompassing a cabin and hold bag, seat selection, and priority boarding could add a hefty £100 to a one-way ticket. Even selecting a seat with extra legroom in the front row might cost an additional £40 on top of a basic fare.
This is where easyJet Plus enters the picture. Priced at £249 per person annually, with options to add a partner for £215 and a child for £155, this membership scheme can become cost-effective for those who fly a few times a year. For instance, four round-trips would bring the per-flight cost to just over £30.
- Fare: £87.98 return basic economy fare from Gatwick to Valencia, plus £249 for an annual Plus membership.
- Airport Benefits: Access to fast-track security at over 40 airports across the UK and Europe, along with priority boarding.
- Luggage Benefits: One large cabin bag (56 x 45 x 25cm) is permitted in the overhead locker, subject to space availability.
- Seat Benefits: Members can upgrade to extra legroom seats (up to 35 inches) or select seats in rows two to six (standard pitch of 28-29 inches, depending on the aircraft) free of charge, contingent on availability.
- Onboard Services: No additional onboard services are included.
British Airways: Bridging the Gap Between Budget and Premium
British Airways, the UK’s flag carrier, ventured into the low-cost market in 1998 by launching its own no-frills airline, Go, which was eventually acquired by easyJet. In the ensuing years, the short-haul offerings of British Airways and easyJet have converged significantly, with BA discontinuing free in-flight catering for its short-haul economy passengers.
Despite this convergence, British Airways retains a key differentiator in its economy class: luggage allowance. The airline’s short-haul business class cabin, Club Europe, offers seats that are fundamentally the same as economy but come bundled with a suite of premium services.
- Fare: £201.55 return from Heathrow to Valencia in Euro Traveller (economy), and £453.05 return in Club Europe (business).
- Airport Benefits: Euro Traveller economy fares offer no specific airport benefits. Club Europe passengers, however, receive access to a dedicated check-in desk, fast-track security at Gatwick and Heathrow, lounge access, and priority boarding.
- Luggage Benefits: Basic economy fares include one cabin bag (56 x 45 x 25cm) for the overhead compartment. Club Europe fares are more generous, including one 10kg cabin case and two checked-in hold cases, each weighing up to 23kg.
- Seat Benefits: Both Euro Traveller and Club Europe offer a seat pitch of 30 inches. However, in Club Europe, the adjacent middle seat is blocked out, providing passengers with more personal space, especially if travelling with a companion. Seat selection is complimentary in both classes, though the window for selection varies depending on the departure date.
- Onboard Services: Euro Traveller passengers receive a complimentary bottle of water and a snack. Club Europe passengers are treated to a complimentary meal and a full bar service. It’s worth noting that on eight of the airline’s shortest routes, Club Europe hot breakfasts have been replaced by a lighter offering of fruit, yoghurt, and a pastry.
Wizz Class: A Premium Front-Row Experience
Wizz Air piloted its premium offering, Wizz Class, in 2025 on a select few routes connecting Budapest, Bucharest, Luton, Gatwick, Rome Fiumicino, and Warsaw. The service has since been expanded across the airline’s network. Passengers can theoretically add Wizz Class to their Smart and Plus bundle packages during seat selection, subject to availability.
This ‘business-class lite’ model bears resemblance to British Airways’ Club Europe, featuring a blocked-out middle seat in the front row. However, its availability is severely limited, as it’s restricted to just four seats per flight. Furthermore, two of these are prioritised for passengers with mobility requirements, significantly reducing the options for other travellers. During our test bookings, we encountered considerable difficulty in finding Wizz Class seats on a variety of flights.
- Fare: £228.22 return from Luton to Valencia. This price comprises a £101.43 return for the Wizz Smart fare (which includes priority boarding and one small cabin bag), plus an additional £126.79 for the Wizz Class front-row seat and accompanying snacks. Wizz Class fares are dynamic and can start from €50 (£44) one way.
- Airport Benefits: Priority boarding is included.
- Luggage Benefits: One 10kg cabin bag is permitted.
- Seat Benefits: Passengers can secure a front-row aisle or window seat, offering an increased seat pitch of 38-40 inches with the middle seat blocked out for enhanced comfort.
- Onboard Services: A complimentary snack, such as a bag of peanuts, and a soft drink are provided.
The Verdict: What’s Worth the Extra Spend?
Ultimately, the decision of whether a premium offering is worthwhile hinges on individual needs and travel patterns. For travellers who value included luggage and are content with a basic snack and water, British Airways’ standard economy fares present an attractive proposition. This option is particularly well-suited for solo travellers, couples, and families who typically travel with more than just a small under-seat bag.
While Club Europe might seem less appealing from an onboard service perspective if a full meal isn’t a priority, given the similar seat pitch to economy, the access to airport lounges and fast-track security can be compelling. Furthermore, accumulating Avios reward points more rapidly is an added bonus. This tier is arguably the best choice for business travellers seeking enhanced services and perks.
easyJet Plus membership could prove beneficial for those who fly frequently on popular routes where luggage surcharges can quickly escalate. It represents a solid option for families or couples, as add-on fees can accumulate rapidly. For a family of four, the annual membership fee amounts to £774. However, if they undertake a couple of holidays a year involving checked luggage, this cost could become competitive when compared to the cumulative cost of low-cost base fares plus individual add-ons.
Wizz Class, on our sample route, appears to be the most expensive option, exceeding the cost of a British Airways Euro Traveller economy fare. The BA fare includes a complimentary drink and snack, along with seat selection 24 hours before departure. While Wizz Class offers the benefit of a blocked-out middle seat for added comfort, this perk is not exclusive to its premium tier. To achieve the same level of comfort with British Airways, one would need to upgrade to the significantly more expensive Club Europe class, which doubles the overall cost.
