Siobhan Creaton - Ryanair

Siobhn Creaton is Finance Correspondent for The Irish Times. She previously co-authored Panic at the Bank (2002).

This savvy, hugely readable book is measured and fair-minded, regaling us with Mr OLearys many verbal indiscretions without detracting from his achievements Financial Times

Siobhn Creatons pacy and engaging book takes an informed look at the phenomenon that is Ryanair The author skilfully sketches set-piece confrontations and their backgrounds so that the reader feels an immediate connection with the strategies under discussion. [Her] account of the rise and rise of Ryanair and Michael OLeary keeps you turning the pages no mean feat when everybody already has a Ryanair story of their own to tell! Irish Times

Creaton writes with a shocked respect for Ryanair and its mind-boggling chutzpah The Times

A dramatic story about the making of one of the worlds most recognised brands Sunday Business Post

Dedicated to the memory of my parents, Tom and Josie

How a Small Irish Airline Conquered Europe

SIOBHN CREATON

First published in 2004

by Aurum Press Ltd, 7477 White Lion Street, London N1 9PF

www.aurumpress.co.uk

This eBook edition first published in 2014

Copyright 2004, 2005, 2007, 2014 Siobhn Creaton

The moral right of Siobhn Creaton to be identified as author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988.

All rights reserved

This eBook is copyright material and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was purchased or as strictly permitted by applicable copyright law. Any unauthorised distribution or use of this text may be a direct infringement of the authors and publishers rights, and those responsible may be liable in law accordingly.

eBook conversion by Quayside Publishing Group

Digital edition: 978-1-78131-210-0
Softcover edition: 978-1-84513-293-4

T his is the unauthorised account of how a small Irish airline founded by Tony Ryan grew to become Europes biggest low-fares carrier. I have reported on Ryanair for a number of years, during which I have met and observed its colourful chief executive, Michael OLeary. The story has been constructed based on conversations with him and from many hours of interviews with individuals who were central to the story. Others associated with the airline and the industry generously gave advice, help, guidance and insights into the workings of Ryanair and OLearys controversial management style. I would like to express my sincere thanks to all of them.

I t was another busy day at Stansted Airport. Thousands of passengers were grinding their way towards the head of their check-in lines, browsing in the shops, scanning the monitors for flight information. But those bound for Cork on Ryanair were restless and bored. Their flight had been delayed. And as the minutes turned to hours they grew frustrated. One Irish man was particularly agitated. Suddenly, out of the corner of his eye, he spotted a face familiar to him from television and newspapers.

It was Michael OLeary. The Ryanair chief executive, dressed down as usual in an open-necked shirt, was boasting into a television camera about how his airline was going to become the biggest in Europe. The burly would-be passenger saw his chance. Striding over towards the airline supremo, he fixed him with a stare. Mark Davison, Stansteds media relations manager, saw it all as if it was slow motion. Terrified that OLeary was going to get punched on live television, he got ready to call security.

The interview ended, and the clearly irate passenger moved The interview ended, and the clearly irate passenger moved menacingly close to OLeary. The airline boss looked up. What can I do for you? he asked him. The man vented his spleen, long and loud, about the delay, claiming that Ryanair was keeping its customers in the dark about when they might actually reach their destination. He was livid. Ryanair had ruined his weekend, and cut short the time he was hoping to spend with his family.

OLeary listened, then inquired calmly: How often do you visit them?

Maybe every few months, the man replied.

And how often did you see your family before Ryanair? OLeary asked.

After a brief pause the man said he used to return to Ireland only about once a year, maybe less.

OLeary threw his eyes up to heaven, shook his head and declared: Thats what Ive done for you and youre here complaining about a delay? There was a pause. Then the media relations man watched agog as the two Irishmen slowly smiled and shook each other by the hand. Within a few seconds, the formerly disgruntled passenger was summoning his friends to meet the forty-three-year-old man from Mullingar, County Westmeath who had revolutionised air travel.

Ryanair pioneered low-cost air travel in Europe. It is the airline that will sell you a ticket to Paris, Brussels, Rome, Frankfurt or Stockholm for as little as a penny but will actually take you to Beauvais, Charleroi, Ciampino, Hahn or Skavsta, an hour or two down the road. In 2007 OLeary expected to carry 42 million people on its more than 300 routes across twenty-five European countries. By the end of the decade he believes Ryanair will carry over 70 million passengers and that about half of its seats will be free, with passengers paying just the local taxes. As part of his efforts to achieve this he intends to save money by paring the comforts on board Ryanair planes to the bare minimum, dispensing with window blinds, reclining seats, velcro-anchored headrest covers and even the seat pockets where customers normally find a safety notice and free magazines. Sick bags will be handed out only on demand and OLeary has suggested that passengers could carry their own baggage on board to save handling costs. Ryanair has pioneered a luggage charge, adding hefty fees where bags exceed their limits, something which is increasingly being introduced by other airlines. On board the Ryanair crew will try to sell you a growing range of products. The airlines blue rock brand of bottled carbonated tap water costs 1.85. For 2 passengers on some routes can try their luck with a Fly to Win scratch-card, in the hope of winning prizes such as a new car or flight vouchers. For a short while it was even possible to rent the airlines own in-flight entertainment systems to help while away the journey. Few people were interested in paying for this perk, though, and it has been dropped.