The overhaul of www.ryanair.com is the latest in a series of moves by Ryanair to make the brand more palatable to both consumers and shareholders, following a series of profit warnings. The carrier has already cut its profit forecast from the year to March from €570m to €510m.
The new website comes weeks after chief executive Michael O’Leary u-turned on his anti-marketing director stance and began the recruitment process for a sales and marketing director.
Ryanair has already attempted to ramp up its digital operation by joining Twitter, creating an @Ryanair account and pledging to make its website easier for journalists to access, despite previously disregarding social media as a credible brand communications platform.
At a general meeting with shareholders in September, O’Leary said: "We should try to eliminate things that unnecessarily piss people off," adding, "I’m very happy to take the responsibility of a macho or overly abrupt culture. Some of that may well be my own personal deformities."
The brand is also looking for a commercial director.