Nov 11, 2023

Ryanair: How a budget airline took off on TikTok

If the best things in life are free, you won't find many of them on a Ryanair flight - and its social media accounts aren't shy to say so. Michael says one of his team's main goals was to lower passengers' expectations of budget travel, which are "Far too high". You'll often see Ryanair accused of ripping customers off with added fees, but it leans into this online - an ongoing gag is whether passengers will eventually be charged to use the toilet. You won't see anything about the aviation industry's environmental impact, for example, even though Michael insists climate change is "Incredibly important" to Ryanair. Michael says TikTok isn't the right place for an airline to talk about this - "Because we are metal machines in the sky" - and worries it would look like "Greenwashing".

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