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The concept adopted by easyJet was the use of one type of aircraft which was brand new, point-to-point short haul travel, rapid turnaround time, high aircraft utilisation and no in-flight meals. This concept also involved avoiding the use of travel agents and issuance of tickets thereby encouraging sales over the internet.
By 1998, easyJet had acquired six Boeing 737-300 aircraft and flew twelve routes in five countries. By 1999, the airline had expanded with a fleet of eighteen Boeing 737-300 aircraft
and twenty-seven routes in Europe creating a niche for itself in the low-cost airline business...
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