A humbler and more caring Ryanair

Courtesy AFP

Courtesy AFP

IT’S been a while since we hear of or from Ryanair. The Irish budget carrier reported its first dip in profits in five years, for the year ended Mar 31, 2014. Net profit was 523 million euros (US$717 million), down eight per cent from last year’s 569 million euros. Still it was a commendable performance.

The dip was largely anticipated as competition continues to intensify amidst an optimistic but uncertain recovery within Europe. But it was a timely wake-up call as the airline attempted an image makeover to be humbler and more caring. (See Can Ryanair change to be less macho? Sep 21, 2013) Ryanair chief executive Michael O’Leary said the carrier had “worked hard to improve customer experience.” Some of the measures introduced in the past year include pre-flight seat allocation, reduced excess baggage fees, and allowance for a small, second carry-on bag.

Considering Ryanair’s history and reputation, that would be quite an achievement if it succeeded. Say what you like, Mr O’Leary is one who makes waves.

Ryanair expects profits in the current financial year to increase by 10 to 20 per cent, with passenger numbers boosted by four per cent to 85 million.

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About Dingzi
Writer by passion, with professional expertise in aviation, customer service and creative writing. Aviation veteran, author, editor and management consultant. Besides commentary on business issues and life-interest topics, travel stories and book reviews, genres include fiction, poetry and plays. Nature lover who abhors cruelty of any form to animals, and a tireless traveler. Above all, a dreamer.

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