Wizz Air’s 21st birthday: A celebration or just a sales scam?
Every year, Wizz Air marks its birthday with a promotion, and this year was no exception. To celebrate its 21st anniversary, the company announced that tickets could be purchased with up to 21% off. At first, it sounded appealing – especially for those with the flexibility to travel and make quick decisions. However, the reality was far more nuanced. The advertised 21% discount applied to very few tickets, and even then, only to those in the lowest price brackets.
Although the offer was formally applicable to all flights, the significance of the phrase “up to” was crucial. In most cases, the discount was barely noticeable. For the cheapest tickets (e.g. EUR 17.99), there were indeed discounts exceeding 10%. But as ticket prices increased, the discount rate dropped considerably. For tickets priced at EUR 49.99, the reduction was typically only EUR 6–8, while for those costing EUR 139 or EUR 179, the discount often amounted to just a few euros. The higher the original fare, the less visible the discount.
Marketing ploy or real savings?
According to Okosutas.hu, this type of promotion is primarily aimed at last-minute travellers planning to fly within the next one to two months. Wizz Air has previously offered mostly short-term deals requiring swift decisions, and this time was no different. While there are usually two or three occasions during the year when discounts are extended for longer periods – with the birthday promotion typically being one of them – this year’s offer was not particularly remarkable in terms of savings.
At a communications level, the message was clear: everyone could find a discounted ticket. In practice, however, it became evident that prices in the higher fare categories, where significant savings could have been made, had barely dropped. The selective discounting of tickets seemed to suggest that Wizz Air deliberately avoided offering meaningful savings in categories where passengers would benefit most financially.
The promotion appeared more like a carefully constructed marketing campaign than a truly customer-friendly initiative. The “21% discount” slogan was certainly eye-catching, but most travellers likely realised quickly that such a discount was rarely available. While it was possible to save a few euros, the actual savings were underwhelming when compared to the bold advertising.
Experience from previous years
Based on last year’s experience, many travellers anticipated a similar pattern. The birthday promotion was modest then as well, followed a few days later by a more substantial sale. Aware of this strategy, many seasoned travellers waited and refrained from acting on the initial offer. It’s possible Wizz Air may be following the same approach this year: the birthday deal was merely a prelude, with the possibility of a more enticing promotion still to come.
Ultimately, Wizz Air’s birthday discount offered limited value to passengers. Although technically applicable to all tickets, the actual discounts were often negligible – especially on more expensive routes. The campaign seemed to focus more on brand visibility and marketing activity than on delivering real financial benefit to passengers. Those who booked wisely and at the right moment may have saved a few euros, but once again, the big win eluded most. If you were hoping for a substantial discount, it might be worth holding out a bit longer for a more worthwhile promotion.
Stay informed! Read more about Wizz Air HERE!
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- Wizz Air expands routes with new links to multiple European destinations
Featured image: depositphotos.com
These promotions have long since lost any meaning, they’re launched to celebrate the opening the envelope and really they’re just an excuse for the airline to pump out another e-mail, to remind you they exist and try to engage with potential passengers. There’s no need to heavily discount already expensive tickets as they’re expensive for a reason: the flight is, or is expected to be heavily booked (or even full) by dint of the date and where it’s flying to. They discount the cheap flights, those on flights with low bookings because nobody wants to fly to Malta on a rainy Wednesday morning in November at 6am. Without the promotion they’d just drop ticket prices by 10 Euros to stimulate demand but there’s more marketing impact is doing it as part of a ‘sale’.
Google flights offers a useful feature allowing you to look back at ticket prices over the last year so you can see if you really are getting a ‘deal’. At the end of the day, the best policy is simply to book for a price you like the look of than to wait for a ‘promotion’ to come along, by which stage popular flights will have become more expensive. Sales are best used for discretionary flying at rock bottom prices, i.e. you go somewhere simply because you’ve found tickets for 15 Euros each way, somewhere you weren’t otherwise planning to fly.