easyjet – nick piggott

There’s getting it wrong – and there’s being downright obnoxious

Someone was very nice to me this week, and said they like the occasional dip into the world of aviation that I indulge in. So here’s a short one, linked to last week’s blog on a major international airline brand that appears to have snafu’ed their engagement in social networking.

No sooner had I committed that to teh Interwebs, than another not-major-international-brand but nonetheless well known airline was similar managing to spectacularly mis-engage with the on-line world. Step forth Ryanair.

The major-international-airline was trying to be good but got it wrong, largely through over-enthusiasm and mis-understanding. They’ll survive, apologise in a way, and ultimately probably won’t damage any perceptions of their otherwise immaculate, excellent and courteous service. One cock-up won’t damage the reputation that all their employees uphold with admirable consistency.

The problem with Ryanair is that they know they’ve behaved badly, they don’t care, and their opportunity to put their hands up and apologise appears to have been turned into an obnoxious rant.

And that’s the Ryanair brand in a nutshell.

Ryanair specialises in being obnoxious. It’s not clear who from Ryanair provided the official response:

Ryanair can confirm that a Ryanair staff member did engage in a blog discussion. It is Ryanair policy not to waste time and energy corresponding with idiot bloggers and Ryanair can confirm that it won’t be happening again.

“Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel.”

however those words could have sprung lightly from the lips of Michael O’Leary, Ryanair’s CEO. Indeed, just the following day, something almost as amazing did spring from his lips:

One thing we have looked at in the past and are looking at again is the possibility of maybe putting a coin slot on the toilet door so that people might actually have to spend a pound to spend a penny in future.

We are always looking at ways of constantly lowering the cost of air travel and making it affordable and easier for all passengers to fly with us. I don’t think there is anybody in history that has got on board a Ryanair craft with less than a pound. What do you do at Liverpool Street station at the moment [when] you need to spend a penny? I think you have to spend 20p to go to the toilets.

or, indeed, the delightfully customer focused opinion of:

I have no patience with the Luddite approach that says people don’t want to use their mobile phones in-flight. You don’t take a flight to contemplate your life in silence. Our services are not cathedral-like sanctuaries. Anyone who looks like sleeping, we wake them up to sell them things.

If you make obnoxiousness one of your brand attributes, if you make it a core emotion of the business, then it’s not much of a surprise that the employees radiate it so readily too.

Ryanair have prospered by being cheap. They drive volumes of traffic through low-costs, and persuading people that flying to anywhere, no matter how ridiculous or remote, is “a good thing”. They benefit from smaller airports offering them good commercial terms, in order to bring incoming passengers to their particular region of Europe (and it usually is EU States, you’ll notice). The majority of people who step onto a Ryanair plane have low-expectations, and often they’re not disappointed.

But do they have to be obnoxious too?

Easyjet seem to do well, and are viewed far more positively than Ryanair. I don’t like the LOCO model (for various reasons) but I’ll fly Easyjet (and AirAsia and VirginBlue and JetStar and South West and TED etc.). I won’t fly Ryanair – I won’t reward obnoxiousness. (#)

As we hit an economic downturn, aviation is bleeding to death. If you think last year’s roll-call of airlines going under was bad, this year’s could be even more dramatic. Last year was knocking out the weaklings and the also-rans – this year, someone big is going to go down.

I feverently hope that Ryanair get punished for being obnoxious. It would be a real justification of the value of the soft-elements of brand for Easyjet to make it through because they’re generally pretty good guys, and for people to turn their backs on Ryanair and their atrocious attitude to their customers (actual and potential).

Bootnote: Someone else has applied Ryanair’s unique approach to revenue generation to the obligatory safety card, to humorous (but possibly also clairvoyant) effect.

(#) I have one exception. I will fly FR on the BRS-DUB route, because it’s neither time nor cost efficient for me to get over to LHR, and it’s not very environmentally sound to do so either. FR use a relatively modern, efficient 737-8 on that route, and loadings are naturally high. It’s a legacy route that has pre-dated O’Leary’s tenure at FR, and so whilst it’s a nasty, demeaning and irrating experience, it’s only so since FR went LOCO. Added to that, I make dammned sure that I get their “1p” flights, pay with a debit card, and don’t spend a penny with them anywhere else, thus ensuring that by the time they’ve paid APD and PSC in the UK and Ireland, they’re losing about £35 of real money on me, which makes me feel much better.

Photo: ryanair by jayfreshuk @ flickr – who’s clearly experienced once of their flights before

Fares, Yields and Recessions

Regular acquaintances of mine will know that I have an interest (“Bore for Britain”, I hear you shout) in aviation, and I have infrequently peppered this otherwise technology orientated blogged with occasional aviation events of note.

Aviation has some parallels with radio. It’s got big fixed costs, you need relatively skilled people to make it work, and the inventory is highly perishable. Once your plane has taken off / once your adbreak has started, you’ve made all you’re going to make from it.

Inventory management has been revolutionised in both industries, but the aviation industry is way ahead of radio and provides some useful pointers for radio. I know many people in aviation, at the big airlines, who laughed openly at the idea that someone would hop onto the web and buy their own ticket. That, they said, was far too complicated. That’s what we have agents and sales people for, because ordinary passengers could never cope. Big – BIG – mistake. Their failure to provide a low-cost entry point allowed Easyjet and Ryanair to enter the market and bring aviation to whole new demographics. Google Adsense for Audio is doing the same, and every radio company needs to think about self-provisioned audio advertising, and quickly.

But back to aviation. Unlike radio ad breaks, you can’t stretch a plane to stick a few more seats on when demand rises, so yield management is absolutely paramount. The algorithms that manage yield in aviation are e=mc2 compared to radio’s 1+1=2 inventory management (and yes, that’s even taking into account the most clever ad revenue management systems). Aviation algorithms process with thousands of inputs – absolutes, and trends. Current and historic. Your radio station may keep track of major sporting events, but airlines track events, conventions, and more.

The recession / economic slowdown is going to test those algorithms to the limits.

LOCOs (LOw COst Airlines) work absolutely on a high load factor, low seat-cost basis. Their central marketing pitch is “fly somewhere for £1”. If they sell 50 seats on a 150 seat plane at £1, the perception is “wow – cheap airline”, and never mind the people who are buying the last 10 seats at £150. Industry analysts watch LOCO load factors like a hawk, because they know that LF’s below 80% are seriously into danger zone for the whole LOCO business model. Not only do the last 10 seats make all the money, the last 30 passengers would also have paid £300 to check bags in, and about £100 for in-flight beverages. At some airports, the “marketing assistance” (backdoor discounting) only happens above certain numbers of passengers.

Full service airlines work differently. Yield is the key here. If a flight pushes back at 50% load factor, that’s fine, because that aircraft might have 3-4 business passengers onboard paying £500+, 20 passengers paying £350, 20 passengers connecting into long-haul flights paying £700-£800, and only 10-15 passengers on the £39 promotional fare. Promotional fares for full service airlines are marketing devices, not the foundations of the business model.

Ryanair, Easyjet et al. claim they’ll do better in a recession, because they’ll stay cheap and people will move from full service airlies. I beg to differ. The experience on the LOCOs is below that of a proper airline, and the majority of fares are moving towards parity. The kind of people who discretionally fly on Ryanair or Easyjet will keep their money to pay for electricity, petrol and food. No more jetting off to Prague for the weekend.

For what it’s worth, I suspect Easyjet and Flybe have been clever enough avoid the “Value Brand” perceptions of a LOCO, and have the right routes and additional benefits to hold business travellers in, although they’re still going to be paying more to fly. And the full service airlines can hold onto yield, because they treat their customers relatively well, and offer proper services like interlined tickets and unified schedules.

If Ryanair go under, I’ll be up the front cheering. Never has an airline (and its Chief Executive) treated its customers with such disgust and disdain. And they don’t do much for their staff too, by all accounts. Michael O’Leary’s “gobbier than thou” approach might have been acceptable a few years ago, but now it just personifies Ryanair as the yobs and louts airline, which doesn’t care a sh*t. I hear from more people who have paid “not £1” fares and had terrible service – when for £20-£30 more, they could have flown on a reputable airline. When the Chief Executive of an airline accuses BAA of being “rapists”, you know he’s gone too far – too much pressure, maybe?

There will be far fewer airlines in Europe in three years time. The Boeing idea of thousands of direct routes, used to justify the development of 787, is looking very shaky. In that respect, the concept of Airbus’ hub-to-hub future on which A380 is centred looks much more realistic, and environmentally sound. In broad terms, Europe will centre on a few hub centres, operated by either OneWorld or StarAliiance. (I have my doubts about SkyTeam’s strength beyond KL-AF). Once the airline industry has consolidated, and has optimised the size and capacity of its fleet, it might look commercially attractive again.

Maybe that’s another lesson for the radio industry too?

Photo: Our Easyjet Boeing 737-700 on the tarmac at Bristol Airport by alistairmacmillan@flickr