The recent Panorama documentary on the Irish carrier highlighted all the reasons why the airline has grown so fast over the last few years: cheap fares, an excellent arrival record, new planes etc.
A record 3.8m people viewed the programme (an increase of 1m on average viewing figures) and in the opinion of ‘heavyweight’ PR experts such as Porter-Novelli Crisis Communications Director Neil Bayley, quoted in PR Week, the programme had failed to damage the brand.
Leaving aside the controversy generated by the documentary and the posturing by both the BBC and Ryanair, there is a more fundamental issue at stake.
The very thing that made Ryanair so popular (i.e. cheap fares) in the first place may now be the root of their downfall.
By concentrating so hard on low fares, Ryanair has never set out to engender any ‘love’ for the brand, believing that this was unnecessary.
Indeed, upon occasion it has appeared that the airline has a positive contempt for its passengers - as anyone who has ever asked a crew member to get them three seats together on a full plane will attest.
This policy was fine in the good times but now the Short Break European holiday market has virtually disappeared, those who are flying are being more choosy with whom they spend their money.
Other airlines are offering seats that are the same price (or less) when all Ryanair’s extras are included. Recently, British Airways was cheaper on a short-haul European flight and the difference in the experience incomparable. However, they are starting to charge for extras like second bags.
At the end of the Panorama documentary the presenter announced that Ryanair would be expanding into continental flights to America and adding Business Class at a premium fare.
So if Ryanair starts to operate like other carriers and the competition starts to operate like Ryanair, will a lack of brand loyalty become a key issue for the Irish airline? Time will tell!
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