Aviation Strategy

Ryanair Holdings: An exercise in de-branding — August 2019

Ryanair has been Europe’s most successful airline post liberalisation, in terms of traffic growth, profitability, and shareholder returns as well as, it claims, punctuality and environmental responsibility. It has, of course, also succeeded in attracting a regular stream of negative publicity over customer service and personnel relations. Its new Holdings structure looks like a brave attempt to overcome Ryanair brand problems, through the management are reluctant to present this strategy in this way. More fundamentally, it also has to address negative cost and profit trends. ……

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