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THE CORKMAN TASKED with making Ryanair more “cuddly” says that the company’s PR overhaul won’t include a toning down of their chief executive.
Speaking at the DMX digital marketing conference in Dublin yesterday, Kenny Jacobs said that the notoriously controversial Michael O’Leary can be an asset to the company.
Talking after his keynote address at the conference, Jacob told TheJournal.ie:
People love that. People love Michael over here.I think you’ll see an evolution of that over time, we are fantastic at PR and sometimes that’s a bit of controversy, but that controversy converts to bookings.
Just six weeks into his role as chief marketing officer, Jacob says that O’Leary is far from being chained to the old ways of doing things.
“I absolutely love the role. Michael is a man who is extremely driven and has created an amazing company. He is a man who is open to make changes where we need to make changes. There’s no resistance to doing the right thing for customers.”
But, when you carry over 80 million passengers across 1,600 routes, is it enough to play the scrappy underdog?
Jacobs thinks so. He points out that based on average pricing, Ryanair customers save over €9 billion a year.
Ryanair is still Robin Hood, we haven’t become the Sheriff of Nottingham.
He says that he hopes the company can ape the marketing journeys of Skoda and Ikea, where once functional brands become mainstream and by-words for quality, as well as value.
The future
Looking at the company’s strategy for the future, Jacobs outlines plans for premium business accounts, where flyers can have more flexibility in moving flight times, as well as a family product.
He says he wants to lower the number of clicks needed to book a flight to three, which is now at five. That is down from 17 before last year’s website overhaul.
Checking in will be different, as the company examines the use of smart watches and wristbands with codes printed on them.
But, really, does Ryanair care what people think?
Especially if prices are as low as they claim?
“People’s opinions always matter. You have a confidence when you have a product as good as we do. You don’t get to be number one without doing something people want, but I’m very interested in the perception of the company.”
Asked from the floor if the company will be taking on more traditional marketing roles, such as sponsoring the Irish rugby team, however, Jacobs is blunt.
“If the price is €19.99!
“We don’t really need to. There are more efficient ways of spending your marketing euros.”
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From point A to point B as cheap as possible Ryanair works for me, dont need the frills.!
Don’t believe that any more very little difference
When Ryanair left belfast people thought it would make no real difference know you can tell the difference. Even if you never use ryanair you should thank your lucky stars for them
But gave us bargain-priced flights – when the AerLingus/BA cartel were allowed to made the Dublin/London route, the dearest (per airmile) in Europe. People have short memories…..
Ryanair copied south west airlines let’s take those blue tinted glasses off
Who cares who they copied! They brought huge savings to the Irish market and still do. If you don’t like Ryanair go fly with someone else and don’t moan about them. As simple as that.
Yes Colm, the business plan off Ryanair – for a low budget airline was copied.
Just like Aer Lingus are having to copy it now. But are you saying that Michael, Stelios et all – were not instrumental in bringing down fares?
See the ‘cartel’ comment.
What’s your point? Ryanair openly admit they adopted the strategy of southwest airways. So did a lot of other airlines
I do their service is 3rd world and their treatment of their customers is embarrassing
Is sooner pay the same price with another airline
Yep aer lingus copied Ryanair who copied sw airlines my point being is that it don’t matter now
What matters is price and service
Price is level across airlines generally and service differs dramatically depending on who you fly with
There is a big difference in the customer experience between RyanAir and EasyJet. Easy Jet are far better and the cabin staff actually look like they enjoy their job. If Easy Jet can do it with the same cost model why can’t Ryan Air?
Price is level across airlines! What planet do you live on?
There are great bargains if you look on Skyscanner etc – particularly if you’re flexible on times/dates.
I have had far more trouble with Aer Lingus. Ryanair will get the problem sorted as quickly as possible. Aer Lingus will hum and haw and then try to screw you while losing your baggage, all the while fobbing you off with excuses. I missed a week of Christmas once because of Aer Lingus. But it’s all about experiences. I try to avoid flying with them and if you hate Ryanair just don’t fly with them. The reason you now have such a choice is mostly down to Ryanair though.
@colm phehlan , at least with Ryanair of you book 2 bags in you get 30th if you book 5 bags with aer lingus you still only get 15kg across all the bags ,now saying that I’m flying aer Lingus to Manchester next week but with no added luggage
Hard to believe some people need to be mollycoddled and ushered to their seat while having a glass of wine with their dinner when they get onto a max 3 hour flight.
Neck massage anybody?!
Apple have copied a myriad of companies throughout their existence yet they’re now one of the largest businesses in the world. Ryanair copied their business model from South West Airlines and is now one of the largest airlines out there. An idea doesn’t always have to be original to work well.
Exactly
I won’t put my feet in Ryanair planes. They are not cheaper. They are just a bunch of thieves who make look cheap and their pilots are are a bunch of cowboys
Stanley, you are certainly entitled to your opinions, as is everyone. However, on this occasion your opinions are utterly wrong and bear no relation to the facts. Ryanair pilots are cowboys ? Please do enlighten us. I agree that some of their cabin staff can be miserable but I’ve had misery-arses on other, supposedly superior, airlines at much higher cost. That’s the nature of the human condition.
No, I don’t work for Ryanair and my only association with them is as a passenger and, generally, a happy one.
It’s a bit like horse racing you only get to here the nice wins
Don’t disagree but that’s not the argument
Stanley. Cowboys? Ryanair pilots have an absolute immaculate safety record, Safety is the number 1 priority, Do you think any pilot is going to step into a aircraft he thinks is unsafe? Ryanair is no difference to any other airline when it comes to safety, A plane wouldn’t be aloud into the sky if it has the slightest thing wrong with it, Nor would a pilot fly it. You can talk about carrying less fuel, which is absolute bullsh*t, each plane has enough fuel for a extra 50 minutes on board, if it goes below 30 mins fuel on which is extremely rare you have to declare a fuel emergency which is what happened that night in Valencia when the planes were on finals they had no choice but to declare a emergency. So I don’t know where your getting your cowboys out of, If Ryanair pilots were cowboys I don’t think Emirates would be hiring them all once they decide to move on !
Exactly Matthew, some people are so soft looking for special attention.
Ryanair is my hero.I would not have seen half of Europe but for it. The unions and Aer Lingus made sure we could not afford to fly anywhere,London in the 60s 240pounds.Shannon mail order in the 70s had a turn over of 20€ million which with the help of unions closed down . Long live Ml. O Leary and Co.
I dont think Robin Hood tried to charge his band of merrymen €1 to have a piss
He also didn’t get them to London for a tenner when the next option was over €100!
Went to London last month. Ryanair €20 return Aer Lingus €219 for the same dates
Bollox stop the bull
No joke. The fee was something like 70 each way and once I clicked and the taxes and charges were added it juat kept going up! Was pretty shocked myself. And the only reason I checked the Aer Lingus site was on the chance that it’d be a similar enough price once you factor in the train journey from Stansted if you go via Ryanair.
Boy was I wrong
Have to agree, got to Edinburgh for €30 return last week with them, some dart (no toilets) journeys are longer then flights to the uk and an absolute rip off at that, if they decide to start charging for use of the toilet so be it, once it’s for a flight within a certain timeframe. If I can find an aer lingus flight cheaper then I’ll go with them, otherwise I’ll fly cheap for the sake of an hour.
Ryanair might be Robin Hood ,
But their not Robin everyone.
Low Fares, so what can we expect.
Making Air travel affordable for everyone….
Except it’s not low fares for all some will be paying full price for basic service do to lack of choice because they’ve driven out the good airlines you know the airlines that don’t leave you stranded in Italy for a week
Rubbish Sherrit. Just buy your flight in plenty of time – and Ryanair will bring you to London (and back) for about €25!
Or the airlines that don’t actually yet you anywhere because they’re constantly on strike or threatening to strike.
If you don’t book a seat don’t have a bag don’t eat or drink anything and are willing to pay to get to the city you intended to fly to but discovered you have to get a high speed train instead
Colm if you want luxury go with someone else. Why are you moaning about something even the old donkey across the road knows?
Or brought his staff to the high court to hinder their right to protest.
So he doesn’t have any rights, strange logic
What right does he not have?
You are saying he doesn’t have the right to question the legality of a protest.
Have flown with them a lot over the last few months, have noticed a huge improvement in their attitude and overall flying experience!
As a frequent flyer with ryanair i think they are great.get u to where u want to go for reasonable price.people just expect too much.20e flight and they still expect all the frills.reality check.good work ryanair and keep it up!!!!
Love Ryanair. If you don’t want to work for them, then don’t work for them. If you don’t want to fly with them then don’t. Simple.
Are charge their staff to wear the Ryanair uniform
“People love Michael”
I prefer to pay extra to avoid RyanAir. There is total contempt for the customer from the top down within the organisation.
Flown with them plenty of times. Can’t say I ever felt belittled by them. Maybe that was just you?
Enjoy paying more then John.
Your such a precious man John, complaining in both your comments so far due to the lack of attention you received from staff, what you want some small talk and a cuddle on your epic 1.5 hour journey!
Ryanair. The best thing ever happened for us ‘economy’ level passengers. Why the negative comments? It is a highly successful Irish company. It gives you what it says on the tin, no more no less. Cabin crew as good as any other air line, and I have had occasion to speak with some pilots and they are as professional and pleasant as any I have met on a number of other airlines.
You may fly on Ryanair cheaply, they get you from A to B, no frills etc… The fact remains for me that they have built their success on sheer arrogance, they are making a poor effort at customer service improvements, they still treat their employees like animals, unions are banned, majority of work contacts are zero hour designed and made only to protect Ryanair offering no rights to the employee, staff still pay for their own uniforms and training and even ID cards, intimidation and bullying is used commonly to control the staff…. In my view Ryanair has a long way to go to become a real airline… Of course keep flying Ryanair, they are cheap and safe, just bear in mind what they have done to make their fares as low as they are…. Someone has to ALWAYS pay the price…. This case is no different…
JP are you an employee how do you know they are treated like ‘animals’. Why in gods name would anybody want a union in their work place is PAYE, PRSI and the USC not enough besides paying a fee to another capitalist mob for nothing!..when Aer Lingus had full state ownership and unions had free reign they were overstaffed and it was over €300 to fly to the uk, ya bring in the unions, lets make flying out of Ireland elitist again, great times!!
I flew aer Lingus, booked in 2 bags as I had a lot of stuff 20kGs each, I pursumed since I payed extra for 2 bags to be checked in that it would be 40kg, Turned out I was only allowed 10kg for each bag and payed 150 euros to post the other over cause aerlingus were charging 300 euro for excess Weight ! Now if that isn’t Bolox I don’t know what is!
easy jet is twice the airline ryan air.. so easy when booking flights..plus flight times so much better
Flew Ryanair at the weekend. 35 euro return. No delays (always been delayed with other airlines)
They have a new luggage allowance now which is great. The allocated seating makes things much more organised as you don’t get stupid sheep who think they have to queue for an hour to get a seat. And you no longer get the mad.stampede of sheep rushing to the door.
They have definitely improved
This is a shit airline simple ,run by morons
Yet the biggest in Europe.
Clearly moronic levels of success.
Idiot.
Idiot clearly only one idiot here you
@ Patrick, at least Jermey can you punctuation. Clearly you’re the idiot. Ryanair, hugely successful, 2 biggest Irish quoted company. one of the largest fleets in the world, makes money hand over fist, some morons alright, Michael O Leary, Howard Millar and Michael Cawley are awaiting your call.
…..
Ryanair makes me proud to be Irish, unlike Adams/SF/IRA who makes me ashamed
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