Ryanair Ups Its Game with Marketing Investment and Improved Customer Experience

Having today admitted that the Ryanair website was once "worst in class", including making it as difficult as possible for consumers to book tickets, Chief Executive Michael O'Leary revealed that the company has signed up over 2 million customers to its MyRyanair Loyalty Scheme during the past 5 months as part of broader plans to boost its online appeal with an enhanced customer experience.

Improvements to MyRyanair include consumers being able to save customer data to enable faster future bookings, plus tailored offerings such as news and personalised fares. Launching later this year, the revamped site will further offer access to the airline's new business and family services.

Additionally, since the first phase of the improved site which launched in December, customers have been prompted to sign up and create a profile when they make a booking, which they can also do from the Home Page.

O'Leary commented: "We have transformed our digital business in the last 6 months. We had a website that was worst in class that is becoming best in class. Our fare finder service is unique and is a concept competitor EasyJet has announced plans to copy. Plus MyRyanair is building up very quickly - more than 2 million passengers have signed up and we are planning to roll out a new mobile app and tailor the website for phones, smartphones and tablets."

In an effort to up its game even further, Ryanair has also announced an increase of marketing investment by as much as 250% this financial year.

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