RYANAIR continued its drive to be more customer-friendly, with chief executive Michael O'Leary launching a new mobile phone app that may some day eliminate the need for paper boarding passes.
The new and improved version of the company's smartphone app offers passengers a scannable digital boarding pass, making Ryanair the first Irish airline to offer the service.
Mr O'Leary predicted that the introduction of electronic boarding passes will "revolutionise the way people travel and interact with Ryanair".
The app is available for iPhone and Android users, and will allow passengers to check-in and board flights without having to print paper passes.
Mr O'Leary said at the launch in Dublin yesterday: "You can book a flight on the Ryanair app in less than 100 seconds, and it's going to be the way I think people increasingly will check the Ryanair flights, check pricing and make bookings."
The app will facilitate customers in making quick online bookings on the company's 1,600 routes through their "My Ryanair" profile as well as offering the option to book hotels, pay for car hire and insurance, add luggage and check live flight times.
Mr O'Leary said he believes the digital-first approach "is the way forward" as people are increasingly moving away from desktops in favour of mobile devices as it "fits in with people's lifestyles".
The app is available in English, Spanish and Italian, and the airline has seen a huge number of downloads since it became available last Friday.
Chief marketing officer Kenny Jacobs said Ryanair has "worked hard to develop a product we're proud of and will make travelling with Ryanair even better. Our customers can expect regular app updates that will make it an even more useful travel tool".
He added: "Our 'Always Getting Better' programme has delivered better services, more choice and enhanced in-flight and digital experiences."