How Wizz Air increased loyalty & boosted ancillary sales

Wizz Air is dedicated to delivering affordable quality and finding innovative ways to make its customers happy. Since becoming an eSIM Go Powered by Breeze partner, the ultra-low-cost airline has been able to save passengers money on data roaming and make their journeys easier than ever.

Wizz Air recognised eSIM as an innovative trending tool that could elevate its position as a champion brand that puts customers first. Key motivations were:

• Innovation in ancillary portfolio
• Introducing a fully branded solution
• Saving customers money
• Delivering a consistent passenger experience
• Building loyalty

The ultra-low-cost airline space is highly competitive. Wizz Air was looking for a new ancillary service that is highly travel-related whilst at the same time offering genuine value to customers. Challenges included:

• Needed a compelling USP that could be brought to market quickly, with minimal effort or disruption
• Limited experience of eSIM market

The airline was immediately impressed by the eSIM Go team’s knowledge and experience of the travel industry. eSIM Go could comply with all the requirements of WIZZ:

• Build a fully branded, highly flexible eSIM platform from scratch
• Demonstrate a sound understanding of the common challenges and pain points experienced by airlines
• Suggest a range of options for a profitable revenue stream whilst adding genuine value to customers
• Provide a comprehensive projection for the year ahead
• Offer robust customer support
• Share the airline’s core values and customer-first approach

“‘eSIM Go was outstanding both in terms of financial forecasts and in how much they understood our business and our passengers. The team provided a very comprehensive projection for the year ahead, set clear boundaries and made everything transparent from the outset.”

Wizz Air’s eSIM is promoted to customers once their flights have been booked and is promoted across multiple touch points:

• Mobile app
• Newsletter
• Post-booking touch-points
• Loyalty program communications
• Social media promotions

This ancillary service has delivered a profitable new revenue stream with the strongest conversions seen in the 48 hour window before take-off. In the run up to their trips customers are sent reminders like “don’t forget your eSIM!”, positioning connectivity as a travel essential that’s just as important as passports and sunscreen.

Since adding eSIM to the Wizz Air ecosystem, the airline has been able to:

• Launch a fully branded platform with minimal in-house resources or costs
• Gain a deeper understanding of its passengers in terms of the ancillary services usage
• Provide customers with extra services they need for a straightforward, enjoyable journey
• Further demonstrate its commitment to saving customers money
• Provide passengers with special offers and rewards
• Boost satisfaction levels
• See a 33% returning eSIM customer rate*
• Run an Easter promotion resulting in 11% increase in eSIM sales
• Keep passengers up to date with news and offers through in-destination connectivity

The eSIM service will also be part of the WIZZ Discount Club membership program, with further discounts available to loyalty club members.

As the partnership continues to evolve, Wizz Air is extending eSIM benefits to its staff. In May 2024 promotions were being developed for the forthcoming summer season, highlighting deals in popular destinations.

2024 also marks the 20th birthday of Wizz Air, with a special eSIM promotion lined up for frequent fliers.

“We carried 60 million passengers in 2023 so the sky’s the limit in terms of growth. We feel very positive about the future of this partnership.”

* Feb-May 2024