Ryanair is Getting Better (and so are their profits)

Ryanair, for many people the airline they love to hate, has just posted a massive 66% increase in profits. Last year they made €867m. That's pretty impressive by any standard!

Much of the credit for the increase in passengers and hence the increase in profits has been ascribed to the "Always Getting Better" customer experience programme. Well, that's certainly a step up from the "Always Getting More Annoying" programme that Michael O'Leary seemed to enjoy in the past.

For years now, Ryanair's sole advantage has seemed to be the cheapness of their flights, especially if you played them at their own game and avoided the numerous extras. It always surprised me that the airline could be so successful on that basis, while treating it's customers like cattle. I'm delighted that they are moving on from that approach.

Ryanair now have a Business Plus programme, a Family Extra service, a better website and are not so pernickety and obstructive with their luggage rules. But surely the most important point will be to give the customers the sense of being valued, instead of being a nuisance to be tolerated or exploited.

In anticipation of continuing rapid growth, Ryanair have over 350 new aircraft on order. That's a lot of aeroplanes, a lot of money, and a lot of new passengers and routes that they'll have to find. But if they start treating us like they actually care about us, perhaps they'll have a lot more success to follow.Congratulations, Ryanair! Congratulations on your financial results, but more especially congratulations on turning around your corporate attitude to your customers.

26 May 2015, 18:49