How many times have you travelled with a budget airline, only to leave with a feeling of regret? It is logical that for the low price you paid, you’re not getting a first class service; yet despite this logic airlines’ direct relentless efforts to promote professional, reliable and exceptional service.

Keeping this in mind, one can’t help but set some expectations that are unlikely to be met. As a result you’re left feeling frustrated, and unsatisfied. Long gone are the days of a flight being a formal affair, on the contrary, if you are like the majority of frequent flyers, your objective is to get from A to B as fast as possible, and as cheaply as possible; a service which is offered by many ,but few tend to get right.

Of course we would all love to fly first class every time we travel, however in reality, flying on a budget seems to have become the norm. Despite this, the vast majority of airlines offer a sub-par service yet advertise it as though you’re about to board air force one.

The evidence from this is all around us; from business class bookings that offer little benefits to advertising decent meals, only to receive a sorry excuse for one. Essentially, consumer standards are set too high for the respective airline to meet; thereby negatively affecting the company image that costs millions to generate and maintain.

Ryanair, despite being the second largest airline in Europe, is the leading airline in terms of ticket sales and is increasing its profits at a steady pace. According to a press release on the 9th of September 2015, the airline has increased its full-year revenues guidance from €940-970 million to €1.17-1.22 billion.

Given Ryanair’s low fares, and increased traffic, the airline now expects full-year passenger figures of 104 million, up from the previous guidance of 103 million passengers. The company is doing so well in fact, that this month it has surpassed its main competitor (EasyJet), closing the 18th of September at $81.93 per share to Easy Jet’s $27.20 per share.

What makes Ryanair so successful seems to be their brand; which in itself, is reflected in any aspect of the company and that sends consumers a very clear message: “This is a cheap airline, expect nothing else”. Its customer service is infamous, as are its excess fees, but its balance sheet proves passengers don’t seem to care, so long as they get from A to B with their luggage in one piece.

As time moves on Ryanair has come to realise that in such a competitive market, offering a plain Jane service is not enough, and therefore has begun to increase its marketing efforts so as to compete; however If there is one thing airlines must learn from Ryanair, it is not its treatment of passengers but rather a key element to any conversation; coherence.

This article was issued by Steve Diacono, Intern at Calamatta Cuschieri. For more information visit, The information, view and opinions provided in this article is being provided solely for educational and informational purposes and should not be construed as investment advice, advice concerning particular investments or investment decisions, or tax or legal advice. 

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