Ryanair's Michael O'Leary: Since the airline got nicer, I've been winning more races like Grand National
Ryanair has unveiled the latest phase of its self-styled 'Always Getting Better' campaign this morning at its headquarters in Swords, Co Dublin.
The airline's boss, Michael O'Leary, fresh from seeing his horse 'Rule the World' win the Grand National at the weekend, said the AGB programme has "transformed" the airline.
He joked that since he started being nice to customers, he has been able to devote even more time to horse racing and been able to win races he hadn't won before.
As part of the latest improvements, Ryanair has launched new flexible ticketing for business customers, as well as a bundle for leisure passengers that includes reserved seating, priority boarding and a 20kg bag.
It now has simplified baggage fees, with six bag booking options compared to 108 at one stage.
Mr O'Leary said forward bookings are now stronger, and load factors - the percentage of available seats filled - remains high.
He also added that fares will fall much more over the next two years as the benefit of lower fuel costs is passed to customers.
The continuing AGB process has seen Ryanair redevelop its website to make it easier and quicker to book; ditching or slashing the cost of penalties for things like re-issuing a boarding pass; allowing flyers to take a second, small bag on board free of charge; and even a baby bottle warming service as it tries to entice more families to fly with it.