Ryanair promises more legroom, 'auto check-in' and instant mobile payments

Ryanair has unveiled its schedule of customer experience improvements as part of its three-year 'Always Getting Better' programme.

Ryanair: the airline says its third year of improvements revolves around digital
Ryanair: the airline says its third year of improvements revolves around digital

The airline will make improvements to its digital offering and in-flight service over the coming year, including a new ‘Leisure Plus’ airfare which includes reserved seating, priority boarding and 20kg baggage allowance. The new fare strand is targeted at the "well-heeled" traveller, the airline said, and fares start from €43.99.

Ryanair is also boosting its existing Business Plus fare, with more flexible ticketing, more fast-track airports and auto check-in.

Auto check-in lets members of Ryanair’s loyalty programme, My Ryanair, save their passport details, check in automatically and check in automatically.

Simpler baggage options mean passengers will also be able to choose from six, rather than 108, pricing options for extra luggage.

Customers who book tickets through the mobile app will be able to make ‘one flick’ payments for extras, paying instantly for seat reservations, fast-track security, priority boarding, parking, transfers or fare upgrades. That will roll out in May.

This is the final year of Ryanair’s improvement programme, launched after CEO Michael O’Leary admitted the airline should probably scrap "things that unnecessarily piss people off".

Always Getting Better has resulted in Ryanair’s improved business offering, allocated seating, better digital services and price comparison features on its site.

Ryanair’s chief marketing officer, Kenny Jacobs, said: "While Year 1 and 2 were about fixing the areas customers didn’t like and improving the existing offering, Year 3 will be about digital acceleration and innovation, particularly through our Ryanair Labs digital developments."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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