Ryanair: How a Small Irish Airline Conquered Europe

by Siobhan Creaton

Book Overview

Just a few years ago Ryanair was a tiny, impoverished Irish airline trying unsuccessfully to compete with Aer Lingus using a handful of elderly turboprop planes. In 2003 its share price is so high the... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1854109928
• ISBN13: 9781854109927
• Release Date: January 2004
• Publisher: Aurum Press
• Length: 256 Pages
• Weight: 0.55 lbs.

Customer Reviews

Exciting and Inspirational

Siobhan Creaton, the former Finance Correspondent of the Irish Times newspaper, did a stellar job in writing this book. Very well researched, detailed and fast paced, this story is about the bumpy but enormously successful journey of an Irish low-budget, cut-throat airline who beat the odds to become one of the most profitable airlines in Europe. Tony Ryan, a wealthy Irish businessman who originally worked for Ireland's national carrier Aer Lingus, founded Ryanair in 1986. He had a vision of a low-budget, no-frills airline: "If people want a cut of tea or coffee, let them pay for it. If they want to buy tickets let them stand". During its first few years of operation, the company recorded heavy losses and was on the brink of bankruptcy in the late 1980s. In 1988, Ryan hired Michael O'Leary, a confident 27 year old accountant and school friend of Ryan's sons Cathal and Declan. Sceptical about the airline at first, O'Leary later took on a heavier workload and became more interested in all aspects of the business, after Ryan agreed to his proposal "If I make 2 million pounds will you give me 10 per cent?". O'Leary went about aggressively cutting costs and in 1994 became chief executive. In the mid to late 90s, Ryanair was turned around to become very profitable and a major player in Irish aviation. By this time, O'Leary was fantastically rich. He continued heavy cost-cutting and expanded Ryanair's routes all over Europe. His business model was based on Herb Kelleher's Southwest Airlines, a widely successful low budget in the US. Creaton gives countless examples of Ryanair's careless treatment of customers, O'Leary's rude and aggressive management style and the airline's horrible treatment of its own staff. Numerous times the Irish carrier has made headlines for not helping disabled passengers board a plane or charging them for using a wheelchair. When ice suppliers bumped up prices, O'Leary refused to pay the higher cost and the airline simply stopped serving ice with drinks for some time before a deal was eventually made. When asked about how Ryanair deals with customers seeking a refund on their tickets, O'Leary once replied "We don't fall over ourselves if they say 'My granny fell ill'. What part of 'No Refund' don't you understand? You are not getting a refund so f*** off". Given all Ryanair's flaws, reading about the airline's successes made me appreciate just how much the company has revolutionised aviation in the UK and other parts of Europe. These days many flights are offered free - travellers only need to pay the airport tax (usually around 20 pounds for a return flight) - an amazing feat for an airline that in the late 1980s was in danger of folding. Siobhan Creaton has written a fantastic book - an exciting, insightful and inspirational business story.

Unbiased history of the airline and man you love to hate!

This is an excellent, well written, well edited brief history of Ryanair, and by default, Michael O'Leary. Creaton does not pull any punches when describing O'Leary's methods for dealing with conflict, but she does not take sides. Love him or hate him, O'Leary took a near-bankrupt airline and turned it into a legimate world-class carrier. Creaton also spends a great deal of time explaining the role of Tony Ryan, and how O'Leary intially advised the Ryan's to close the airline, and only at Tony's incessant goading did O'Leary agree to take on the task of making the airline successful. Tony Ryan is as much a part of the airline as O'Leary, although much more low key. Michael O'Leary is a lot of things...and he would be the first to admit it. When accussed of being Tony Ryan's bagman, O'Leary replied, "I've always been Tony Ryan's bagman!" Creaton clearly conducted extensive interviews and an enormous amount of research to write this book, and it shows. Give it a read!

Well-written, engaging corporate tale

The story of how discount airfares came to Europe is no fairy tale. This book is a disturbing story about the underside of deregulating Ireland's airline industry. It's a tale of temperamental executives, overspeculation, greed, government intervention, mistreated customers and the challenges of free market operations. Given a wealth of material and an exciting industry, author Siobhán Creaton delivers a well-written, engaging corporate tale. The cast includes a combustible mix of powerful personalities who sometimes, but not always, tolerate each other. There is also a revolving door of top executives who serve the company's purposes and leave, as well as horror stories about how cost cutting created festering customer relations. Creaton packs this into an exciting story that moves quickly, though it rambles now and then. We recommend this compelling profile to anyone interested in corporate case studies, executive management or modern aviation.

Intriguing, inspiring, and hilarious...a great book!

This is a great book that I couldn't put down until I read it entirely! As a frequent Ryanair customer, saving big money every time I travel, I always tried to imagine how such a great airline could charge so little for airfare and continue to make a profit(or stay in business). As a school project (Economics) I chose to research Ryanair's success story and discovered this book. I even drove 4 hours (round trip) to get a copy! This book answered all of my questions and I am still fascinated with this company! Regardless of Ryanair CEO, Michael O'Leary's 'colorful' personality and his ability to stir up the media, his tenacious efforts continue to drive the company to the top of the airline industry. Some of his comments, outbursts, and responses that are quoted throughout the book, had me rolling with laughter! The humble beginning Ryanair endured through the 1980's is a very inspiring story of persistence that brought radical changes to the way we travel today. Not only is this a good read about this company, however anyone interested in overcoming great adversity will be inspired and motivated to never give up on their dreams. A great book that is worth the money (as well as a 4 hour drive)!