Even more so than other industries, the aviation world is structured heavily around loyalty, hierarchy and seniority.
Routes with convenient layovers and to the most coveted destinations are assigned to employees based on how long a flight attendant has been with the airline while, on the traveler end, frequent flyer status is promoted as a “reward” for spending enough with the airline to earn it as well as the airline’s response to customer loyalty. That is why, in the fall of 2023, Delta Air Lines (DAL) found itself in the middle of accusations of being “disloyal” after cracking down on lounge access.
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The CEO of Ryanair (RYAOF) , which was launched out of Dublin in 1985 and soon grew to become the largest carrier in Europe through its low-cost model, recently went against the grain and said that “loyalty” isn’t something the airline cares to reward.
A Ryanair passenger plane lands at Cologne/Bonn Airport. Photo by Thomas Banneyer/picture alliance via Getty Images.
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Ryanair CEO says it offers low fares, not ‘loyalty’
“If you want something loyal, buy a dog,” O’Leary told an interviewer from The Independent when asked why the airline does not have frequent flyer status or even a basic points program. “If you want the lowest air fares in Europe, fly Ryanair.”
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O’Leary, and Ryanair in general, are known as loose cannons in the aviation space. The airline has taken on a unique social media strategy in which it posts videos and memes making fun of both itself and passengers — from trolling “White Lotus” star Sydney Sweeney to asking a traveler who complained about the service on social media whether she would prefer to spend “€19.99 or €136,000,000?” for a private jet.
O’Leary himself has been known to make fiery outbursts and “fight back” against critics; after getting pied in the face by protesters arguing that ultra-low fares like the kind Ryanair offers are a significant source of greenhouse gas emissions, he wiped off the cream and said “well done” to the protesters before heading off to have his meeting with the European lawmakers.
This is why Ryanair is so set against a frequent flyer program
When it comes to the question around loyalty programs, O’Leary said that he doesn’t expect it to win over customers in the way it does for mainstream airlines.
“I don’t understand why, if you’re already getting the lowest fares in Europe and therefore you’re already benefiting, saving money every time you fly with us, why do we need loyalty scheme?” he said.
Another airline that does not have a loyalty program is fellow European low-cost competitor EasyJet (EJTTF) . EasyJet did briefly experiment with a semi-private, invitation-only “Flight Club” immediately after the pandemic but ended up scrapping it because any rewards it could offer did not impact how much customers flew.
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Many other low-cost airlines have some type of loyalty program but the perks are significantly smaller than traditional ones since they cannot offer things like lounge access and significant discounts.
“The only low-cost carrier that has a loyalty program in the true sense is the Spanish budget carrier Vueling, which offers Avios based on the price you paid for your ticket,” Mark Findlay wrote for Simple Flying in September 2023. “Avios can then be used for upgrades and flights with Vueling or Spanish national flag carrier Iberia.”
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