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Ryanair's reinvention gathers pace

Ryanair is continuing its reinvention as a customer-friendly airline, with plans to launch a range of new initiatives, including a new search facility to find its lowest fares.

The airline, headed by Michael O'Leary, has already been wooing customers with plans to scrap stampede boarding next year by introducing allocated seating across its services.

Passengers are also being allowed to bring a second small bag into the cabin for free to allow them to bring home a bottle of duty free, while baggage penalties are being cut and even quiet flights being introduced.

Management yesterday revealed further details of other changes. From next April, customers will be able to quickly find the airline's cheapest fares that it advertises on its website by clicking on the fare to see precisely when it's available on the booking system.

They'll also be able to pick flights by deciding how much they want to spend and where they'd like to go and when they want to travel. The airline is also planning to intensify its activity on social media sites such as Facebook. From next March, it will have a 'share the fare' function, allowing people to tell their friends via social media about fares they've spotted on the Ryanair website.

Last Friday the airline launched a new home page for its website and says passengers can now book a flight within 40 seconds.

The airline is also launching specific sites for Italy and Spain next June, which will have tailored content for the locations.

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