EasyJet is attracting more families than ever, with bookings up 15% year-on-year.
In the 12 months to March 30, 2017, the airline flew 15.5 million family passengers – two million more than the previous year.
The 15% rise is faster than the overall increase in numbers of 9%, and means that family groups now comprise more than 20% of easyJet’s annual total of 74 million passengers.
The airline said the family market is also more loyal, with more than 83% having flown with easyJet before – compared to 75% of its overall number of passengers.
Peak travel months for families are July and August but the biggest increase was in December to February, with 36% more family travel.
The UK market saw the biggest increase in family passengers, with year-on-year numbers rising by more than 750,000.
Peter Duffy, easyJet chief commercial officer, said there were several factors for its increasing family-friendly appeal, including destinations, customer service and initiatives which help parents with luggage such as buggies and car seats.
“Families have also cited convenient booking methods as one reason why they choose to book with easyJet,” he added.
“We also have a dedicated section on our website which details lots of useful information and videos for parents prior to travel.”
The airline recently featured in a report about successful brands by parenting website Mumsnet and Saatchi & Saatchi London.
Justine Roberts, Mumsnet chief executive, said: “Jetting off on your family holiday should be exciting and fun, but queues, stress and bewildering rules can make it a bit of a drag.
“Mums told us that easyJet is getting a lot of little things right, making it easier for families to crack on with important task of enjoying themselves.”
The airline ensures family members sit together on the plane and changed its food offering to make meals healthier.