The airline will fund passports for babies. Photo: easyJet A particularly creative marketing idea in the UK: The airline easyJet and its holiday package arm, easyJet holidays, are launching a new initiative designed to make it easier for young families to take their first holiday with a baby.
As part of the move, the company will cover the cost of a baby's first British passport, £66.50, for parents who book a holiday package through easyJet holidays.
The initiative comes amid a rise in the number of families taking babies on holiday. According to easyJet holidays, the number of babies traveling on the company's holidays has increased by 10% compared to 2025, and the airline also reported more than 22,000 more babies flying on its network in 2026.
A study of parents found that 82% of respondents consider the baby's first vacation a significant milestone in family life, and 57% described it as one of their proudest moments as parents.
However, 36% said that taking a baby's passport photo was one of the difficulties on the way to a vacation. On average, parents needed four attempts to get a photo approved, and about a quarter needed up to six.
As part of the initiative, easyJet is teaming up with children's cartoon character Peppa Pig, and Kate West, the airline's captain and new mother, to release a YouTube tutorial video with tips on taking a baby's passport photo and flying with young children.