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RYANAIR THE NO FRILLS AIRLINE
Ryanair, the low cost Irish airline was formed in 1985, flying from Waterford in the Republic of Ireland to London. In 2009 it expects to fly 70 million passengers on 830 low fare routes to 143 destinations, mainly in Europe. Its fleet of around 190 Boeing B737-800s which have an average age of 3.1 years is claimed to be the newest, greenest and quietest in Europe.
Unlike many international carriers it remains profitable in the current recession. One factor in this success is the amount generated by Ancillary Revenue. This is income derived from sources other than ticket sales. This has lead to the airline being described, by a consumer magazine, as The Worst Offender For Charging For Optional Extras.
Its current success has certainly been achieved by an aggressive no-frills business strategy. For some time it has charged for any checked in baggage and has abolished free in-flight meals. It claims to have also convinced pilots to reduce the discretionary fuel load ( A safety margin for possible diversions)
In 2009, Ryanair abolished airport check in, with all passengers required to check in on-line and print out their Boarding Cards. Passengers arriving at an airport without such cards will be charged £40 for a re-issue.
Ryanair has been accused of seeking publicity by suggesting bizarre ideas to reduce costs. These include, removing 2 toilets to add seats, charging for the use of a toilet, charging extra for overweight passengers and asking passengers to carry baggage out to the aircraft. And one, which I am sure would not get past the Civil Aviation Authority, was to re-design aircraft to permit standing passengers!
It has certainly been criticised for a cavalier attitude to customers. Having lost a battle to provide wheelchairs for disabled passengers it retaliated by imposing a ticket surcharge to ticket prices.
Its advertising tactics have upset other airlines such as British Airways and Sabena, prompting several court battles. It also had to withdraw a claim that its flight to Brussels from London was faster than Eurostar. Despite all this controversy, Ryanair is a very successful airline as evidenced by its current profitability and growing passenger numbers.
The moral seems to be if you want cheap flights, it’s a short trip, you are prepared to be hungry, do not have check in baggage and do not forget to print out your boarding pass, then Ryanair is for you. Remember, you cannot contact the airline by e-mail or via their website. Only contact is via a premium telephone line. As you would expect!
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