O’Leary: Ryanair needs to adopt ‘softer, sensitive manner’

Ryanair has vowed to “soften” its image and act in a fairer manner when dealing with customers over matters such as baggage sizes and booking problems.

The airline’s no-nonsense chief executive, Michael O’Leary, was in surprisingly contrite form, at the company’s AGM yesterday, and agreed with shareholder criticism of how Ryanair treats its passengers.

While keen to downplay talk of a macho image permeating the airline, Mr O’Leary did suggest Ryanair had to “soften some of its harder edges” and rid some of the “unwarranted robustness” in dealing with customers if they do not meet some company policies.

He said the company needs “a softer image when we respond to, communicate to, and attract customers”, admitting that the airline can be overly strict when administering extra baggage charges on slightly oversized bags.

Mr O’Leary paid tribute to his ground and cabin staff and said it would be wrong to suggest there was something seriously wrong with the airline’s conduct. However, he said there remains “something to improve, and we’re very conscious of it”.

Mr O’Leary said the airline can afford to take advantage of its market leading position — it recently became the first European carrier to pass the 9m passengers in one month mark — and low-cost base to conduct its business in a “softer, more sensitive and caring manner”.

The big initial changes will come via a new digital strategy, which will see Ryanair remove its online Recaptcha security feature, which involves retyping a distorted word, cease charging for its mobile app, reduce online booking times, and embrace social media via Twitter to catch up with online modifications made by competitors such as EasyJet.

He also said the rethink was not a reaction to fresh PR disasters such as the €188 flight change fee charged to Muhammad Taufiq al Sattar, whose family were killed in a fire, or being voted worst big brand in the British market, by consumer magazine Which.

Mr O’Leary said the airline has apologised to Dr al Sattar and refunded him the money: “I think you have to make exceptions in cases like that and we made an exception last night when we became aware of it.

“We want to respond sensitively to these cases.”

Mr O’Leary said the booking change was handled according to the airline’s policy, which staff are told to implement without exception or variation.