Everyone hates Ryanair, don’t they?
You’d be forgiven for thinking so, based on news reports and comments on social media.
But they do two very important things right: they get their passengers to their destinations safely, and on time (at least as well as competitor airlines manage). Everything else is detail.
The other thing they do well is reminding you that they’re cheap (even when they’re not). Realistically, they were never going to charge passengers to use the on-board toilets, but suggesting they might gained huge amounts of publicity, and reinforced the idea that they’re a cut-price airline.
From a marketing point of view, they’re a great example of how to identify exactly what your customers care most about, then focus ruthlessly. They’ve made some smart decisions to help them control costs, they have a newer fleet of planes than many competitors, and they’re prepared to do things that customers say they dislike – because they have confidence in their key offer of low-cost flights.
As airlines attempt to navigate their way out of the COVID-19 shutdown, it will be interesting to see how Ryanair tries to get people flying again. At this stage, I wouldn’t rule anything out.