Analysis of the marketing strategy of the British budget airline "Easy Jet" in the context of the macroeconomic crisis of 2020-2021

The article presents the results of a study of the marketing strategy of the British budget airline “easyJet” in the context of overcoming the crisis caused by the negative impact of the COVID-19 pandemic. The current crisis, caused by the introduction of temporary prohibitive and restrictive measures by a significant number of countries for international air transportation, has become the largest economic crisis in the global air transportation market. The result of overcoming the crisis of 2008, due to the negative impact of the global financial crisis, was the strengthening of the role and impact of budget airlines in the structure of the European market for the period from 2009 to 2019, the total passenger traffic of budget airlines has increased from 15% to 50%. The factors contributing to the high rate of development of the low-cost air transportation segment were: the branched route network of low-cost airlines based on regional airports, the lower cost of air tickets, and the higher operational efficiency of the aircraft fleet. The crisis of 2020-2021 may serve as the basis for increasing the share of budget airlines to 60% - 70% in the structure of the European market in the future until 2025. One of the key factors of effective post-crisis development is the marketing strategy of budget airlines in the period of overcoming the crisis.