Ryanair prepares new digital strategy
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Ryanair boss Michael O’Leary has outlined the airline’s digital marketing strategy for the rest of the year, after reaching two passenger milestones.
At the carrier’s AGM this week, O’Leary revealed the airline’s Twitter page @Ryanair although it appears the page will not be used for customer service but to push special offers and news.
https://twitter.com/Ryanair/status/379944310029811712
The low-cost carrier announced it will remove the Recaptcha security feature for individual passengers from 30 October, although it will remain in place for travel agents and those that screenscrape.
“Our primary focus this winter will be to significantly invest in, and improve, the Ryanair.com website, our mobile platform and our interaction with passengers using social media. We are pleased to remove Recaptcha from November for individual passengers, although the security feature will remain in place for high volume or multiple IP addresses in order to deter larger travel agents, screenscrapers and others who flood our website seeking fare quotes, and diminish our website’s accessibility for individual passengers,” said O’Leary.
Following that a ‘booking flow redesign’ will be introduced in December and its mobile app will be available to download for free (currently it costs EUR3), with faster registration processes to come into play in summer 2014.
O’Leary’s focus on mobile and social media comes after the airline became the first EU airline to carry nine million passengers in a calendar month (August 2013) and the first in Europe to carry 80m passengers in a year. It expects this to grow to 110m per annum by 2019.
“Our recent agreements with Boeing, Warsaw Modlin and London Stansted show that Ryanair continues to widen our substantial unit cost advantage over all other EU airlines. We will use these lower costs to offer even more lower fares to Ryanair passengers across all EU markets in which we operate, and already these fares (starting from EUR15 one way) are delivering increased bookings and higher advance loads, albeit at lower yields this autumn,” added O’Leary.
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