Monday 28 May 2018

Is Ryanair's 'Always Getting Better' strategy working?

The low-price, no-frills airline Ryanair implemented a strategy for improvement, 'Always Getting Better,' in 2014. Is this strategy working?

In a word, yes. The airline recently announced record profitability. Despite glitches like last year's pilot roster problems, the airline is attracting passengers because of its cheap, cheap flights. In fact, most flights are nearly full, which means finding room for carry-on baggage can be a hassle.

But the 'Always Getting Better' strategy helps keep Ryanair competitive by focusing the company on affordability, punctuality, sustainability and expansion of connecting flights.

Recently, Ryanair announced a refund offer for customers who book early and then find a lower airfare elsewhere. Not only will Ryanair return the airfare paid, it will credit customers with €5 to their Ryanair accounts. In other words, it's telling customers to go ahead and buy tickets without worrying about overpaying.