Ryanair: not a family affair

Posted by Dan Curley

It seems Ryanair can’t go a single week without getting a boot in its particulars. This time, the size nine upswing comes from a FamilyBrands survey of 1,500 British parents which saw the carrier dismissed as the worst for families.

When asked to take in such things as social awareness and how families are treated, the bargain-bucket operator came in at the very bottom, lower even than the Royal Bank of Scotland. Other budget operators faired poorly with easyJet, British Midland and bmibaby all lingering around the bum-end of the list.

Ryanair took the worst kicking because most parents view it as a business that cares for nothing but its own profits, while its constant stealth charges have put the company in a dim light.

"We often invest brands with almost parental, avuncular qualities and responsibilities,” says Steve Hastings, planning partner from Isobel, which carried out the survey for FamilyBrands.

“The airline sector is a superb example of the perils of rising consumer expectations. We want low-cost air travel but find it hard to give up the sensitivity, responsiveness and family-friendly consumer choice that belongs to high-cost travel.”

Ryanair didn’t waste any time defending itself: “These 'surveys' are about as reliable and scientific as the surveys on Family Fortunes,” uttered spokesman Steve McNamara with unexpected wit. “Ryanair is Europe's largest airline and our guaranteed lowest fares allow more UK families than ever before to turn their dream of a family holiday into a reality.”

For once, it’s possible to feel a smidgden of sympathy for Ryanair. Yes, its family image couldn’t get much worse, but the companies that came up smelling of roses in the poll – such as Marks & Spencer, Boots and Warburtons – enjoy a middle-class respectability and wield massive marketing budgets.

Ryanair is guilty of many sins, but judging a no-frills airline by the standards of these high street institutions is missing the point.

Is comparing Ryanair to Marks & Spencer daft? Or should Ryanair start spending some of its “stealth revenue” on better marketing? Let us know your thoughts by commenting below

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Comments

[He is such a SMARMY git]

He is such a SMARMY git

[Roman]

low cost airlines are clearly seeking out a particular customer profile. It naturally matches that of young and single people, persons who do not need luggage, do not need any services... “. How can family travel without luggage? A 3-children family will therefore inevitably face an important booking charge

[Disgruntled parent]

Its one thing having a cheap flight and another having such greedy chaos that people are elbowing you and out of the way to get on the flight when you're holding a tiny baby, or having a stand-up row because they won't move to let you sit next to your 3 year old - all true exeriences on lovely Ryanair. After the additional costs Ryanair hit you with, its never that much cheaper than BA anyway and I'd rather pay the extra for a pleasant journey with more thoughtful passengers.

[Penguin]

I just have to have sympathy with Ryanair. They're doing their best to provide cheap 'get you there' travel. They don't pretend to be user friendly, eg for families.
"You want to get there? ok.We'll get you there!" is a straightforward message.
To have the luxuries of comfort people can always pay the extra and go with another Airline.
At the same time Ryanair are helping to keep down the cost of flyng through providing Competition.
All credit to their elbow!

[MrArrogant]

I don't think this has anything to do with marketing, or at least not entirely. It's down to the companies arrogance and flimsy PR approach - they never, ever admit their wrong even when the whole world things they are. Instead of apologising, or explaining the reason behind, some of their more dodgy stealth charges they bullishly make it out like it's their godgiven right to exploit people. "Yeah, we're sorry about these charges but they're needed etc" they just last out like they've been hard done by. They've created there own bad image - they deserve the bottom place in the table.

[Bargain]

Think I'd rather keep the plane tickets nice and cheap rather than see Ryainair employs someone like Gloria Hunnifud to star in Ryanair TV ads where she's surrounded by kids talking about how great Ryanair is for kids. Ryanair just seem to get a large proportian of bad press coverage compared to their marketing expenditure. They are cheap and nasty - like Nettos and Aldi - we know it, they know it, they're not protending to be anything else. nNext time you pay £30 for a tub of grapes in M&S - feel good knowing most of that money is going on them rubbish "It's M&S food" adverts.