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Ryanair’s Toilet Fee: PR Success

Posted by: Justin Bachman on March 01, 2009

In the airline business, a field populated with no shortage of larger-than-life characters – ie, Richard Branson, Herb Kelleher, Gordon Bethune – there is a grand tradition of taking some CEO statements with a grain of salt. The latest PR gambit that achieved stunning success was Ryanair boss Michael O’Leary’s Feb. 27 comments that the budget airline may charge passengers a pound to use the restroom.

The company’s later clarifications that O’Leary “makes a lot of this stuff up as he goes along” did not, of course, make quite the commensurate splash among the headlines. The Times Online rushed for pilots’ reactions (negative) and ABC News suggested Ryanair would even be courting mass incidents of urinary tract infection by imposing such a fee. Of course, this entire episode was launched by a man who suggested last June, during a news conference no less, that a certain sexual act could be one of the business-class features on Ryanair’s proposed trans-Atlantic carrier. Whew. The loo uproar is enough to make you wonder where the saltshakers went, eh?

Reader Comments

Antoinette Z.

March 2, 2009 10:45 PM

It's what the Irish themselves would call taking the pi$$. Gotta love this BBC expose of Ryanair: http://is.gd/lwW2 Incredible stuff. And, of course, the airline's total disdain for customers who blog, as evidenced by this piece in the Guardian: http://is.gd/kPzj cheers!

Frank Cannon

March 3, 2009 06:12 AM

Paid for toilets on board is a definite non-starter, although it might be wistful thinking on Michael O'Leary's part; when each airline has to pay for a pump-out at each stop, he would relish the ability to enlarge his "pay-as-you-use" policy.
The truth is that on board toilets are regulated by the JAA and the FAA as a safety services and equipment item, just like the seats or the air-conditioning system. There is a universal rule that "no aircraft in public passenger service is allowed to commence a flight of more than 40 minutes duration without at least half of its toilets being functional and available for use in flight. Any unilateral alteration, eg., fitting os coi-slots, would invalidate the Public Transport Certificate of Airworthiness of each aircraft, necessitating revalidation by, eg., Boeing, FAA, CAA, JAA etc. I cannot see them all agreeing on such a change. There are some things where passenger safety and passenger comfort would be seen as indistinguishable.

James Avery

March 3, 2009 08:39 AM

Great PR, but at the same time, Ryanair are showing adverts for rival airlines like Easyjet, having signed up to Google's Adsense programme. Why go to such efforts bringing people to their website, only to risk sending them away again to rival companies. In this case, Ryanair are earning a penny to lose a pound.

amanda

March 3, 2009 11:13 AM

I'm confused: does this mean I don't need to bring a bucket of sawdust on my next Ryan Air flight?

lisa ewart

March 3, 2009 02:44 PM

I can't see how they can charge because life is about choices, if there are 2 public toilets 1 you have to pay for and 2 that is free I know which one I would CHOOSE if ryanair do go ahead it is taking our choice away from us. I know what I would I'd wait till the plane landed and go on the airport.

hagarthehorrible

March 3, 2009 05:37 PM

Instead of us paying up front for a pee or a poo on Ryanair I wonder if Mr Dreary O’Leary would like to take deposits from those caught short?

On a serious note I know of many Ryanair travellers who will not be using them ever again.

Come back Gerald Ratner all is forgiven.

With all its add ons and extras Ryanair has turned itself into the airline of last choice.

From now on I will be travelling to OSLO on SAS.

Not only more user friendly but also cheaper when you take into account all the Ryanair add ons and surcharges.


jim

April 15, 2010 01:21 PM

Sign on door, in for a penny, in for a pound...

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BusinessWeek editor Justin Bachman provides road warriors with the latest news, trends in business travel, which as most readers are aware, has all the romance of taking a school bus cross country. Come here to pick up travel news and tips or just commiserate about your latest business trip gone awry.

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