The Irish boss insists he would rather get a quick, short-term boost from lower airfares than face the certainty that customers will abandon their expensive tickets.
Michael O’Leary has been at the helm of Ryanair almost continuously for the past 20 years and has been one of the driving forces behind change in the airline and travel sectors during that time. The theatrical nature of the first decade hhas given way to a more professional profile. But deep down, the tendency to remove formality from any conversation still persists: “Thank you, Spain, for beating England in the Euro Cup final, yes!”
Michael O’Leary has been at the helm of Ryanair almost continuously for the past 20 years and has been one of the driving forces behind change in the airline and travel sectors during that time. The theatrical nature of the first decade hhas given way to a more professional profile. But deep down, the tendency to remove formality from any conversation remains: “Thank you, Spain, for beating England in the European Cup final, it would have been unbearable to see them champions.” He also retains a penchant for setting the pace of the market with abrupt changes of direction. Last Monday, in the middle of what could have been a record summer for the airline industry, O’Leary announced a return to the aggressive pricing campaigns that had seemed to have been forgotten. The Ryanair chief thus marks a move towards a price war, based on the belief that the desire to travel after the pandemic is not waning, but price increases are slowing.
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