Ryanair figures soar as charm offensive works

 
Joseph Millis
Chief executive Michael O’Leary has been on a mission to create a “warm and cuddly” image (Source: Getty)
Irish low-cost airline Ryanair yesterday reported a 28pc rise in passenger numbers last month, as a charm offensive began to take hold.
The carrier, which has been on a mission to revamp its poor customer service image, said passenger numbers reached 6.7m in March – 1.5m more than the same period last year.
Ryanair’s chief marketing officer Kenny Jacobs said the performance was due to its “Always Getting Better” (AGB) customer charter – launched in March 2014 – which aims to provide lower fares and a simpler forward booking strategy. “With our new routes, in­creased frequencies and Business Plus service, customers can now look forward to further service enhancements, as we roll out the second year of our AGB programme in 2015,” he added.
Since launching the charter, Ryanair’s passenger numbers have soared by 9m to 90m a year.
Ryanair also said the percentage of seats on its flight being occupied by passengers rose to 90 per cent, up from 80 per cent last March.
Formerly abrasive chief executive Michael O’Leary has been on a mission to create what he calls a “warm and cuddly” image for the budget airline.
He has in the past acknowledged that the airline sometimes “pissed off customers”. But now, in an attempt to mend its ways, Ryanair has revamped its website and app to make bookings easier, offering a “reserve a fare” service for €5 (£3.65), and launching a price comparison function.
Ryanair shares closed up 1.57 per cent at €11.03.

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