The Irish airline says that it will transform online booking by giving travellers a more personalised and streamlined service that can be completed in six simple steps.
The move precedes the start of Aer Lingus’s new winter schedule which includes flights from Birmingham to New York, Boston, Chicago, Orlando, San Francisco, Toronto and Washington.

All the services involve easy connections in Dublin, where customers can take advantage of US customs and immigration preclearance, saving heaps of time on arrival in America by enabling them to simply collect their luggage from the carousel and go.

The airline’s website, which accounts for more than 90 per cent of bookings from Britain and Ireland, has been revamped as part of a new brand repositioning called Smarts Flies Aer Lingus.

The key new features of the site are:
Farefinder, in which users can see 30 days of prices in one go (a new Pricelock feature is currently only available on short haul bookings from Ireland)
My Aer Lingus profile, where you can store your flight history, personal details and payment details
Explore tool, enabling customers to check out destinations and options so they can tailor-make their next trip
Easy to manage bookings, in which you can change your details and add extra purchases such as travel insurance and pre-booked meals in one step
Advance check in, which can be completed for all flights up to 30 days in advance of travel

The airline’s chief commercial officer Mike Rutter described the new website as “a significant step for Aer Lingus in our commitment to modernise the brand and provide our guests with a smarter travel experience.”