Ryanair’s new strategy: Being nice
Ryanair has pulled out of what was starting to look like a tailspin. CE Michael O’Leary’s unorthodox strategy for the recovery? Being nice to passengers. O’Leary and Ryanair helped pioneer the rock-bottom budget airline, taking a page from Southwest Airlines in the US, but going much further. It offers some of the lowest airfares in Europe. The no-frills model, once novel but now widely mimicked, has turned the 32-year-old Ryanair into Europe’s second-biggest airline by passengers flown, behind Lufthansa. In 2013, a price war with full-service carriers and upstart budget airlines alike threatened that success. A pair of rapid-fire profit warnings spooked investors, who worried Ryanair might struggle to keep costs low amid all the new competition. <br/>
https://portal.staralliance.com/imagelibrary/news/hot-topics/2016-03-14/unaligned/ryanair2019s-new-strategy-being-nice
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Ryanair’s new strategy: Being nice
Ryanair has pulled out of what was starting to look like a tailspin. CE Michael O’Leary’s unorthodox strategy for the recovery? Being nice to passengers. O’Leary and Ryanair helped pioneer the rock-bottom budget airline, taking a page from Southwest Airlines in the US, but going much further. It offers some of the lowest airfares in Europe. The no-frills model, once novel but now widely mimicked, has turned the 32-year-old Ryanair into Europe’s second-biggest airline by passengers flown, behind Lufthansa. In 2013, a price war with full-service carriers and upstart budget airlines alike threatened that success. A pair of rapid-fire profit warnings spooked investors, who worried Ryanair might struggle to keep costs low amid all the new competition. <br/>
