Ryanair’s new customer-friendly approach. Really?

This week Ryanair celebrated 16 years of being listed on the Irish Stock Exchange. Its market capitalisation of around EUR9 billion makes it Ireland's second largest public company and it has been Europe's most profitable airline for many years. It is also the largest airline in Europe, ranked by seats, and recently signed a new 10 year growth deal with its largest airport, London Stansted (analysed by CAPA on 27-Sep-2013). But it does not seem content to sit back and congratulate itself.

Following a profit warning in early Sep-2013, CEO Michael O'Leary admitted that the airline recently dubbed as "the international code word for consumer trauma" (David McWilliams, Financial Times, 28-Sep-2013) needs to soften its image. It has announced plans to develop its distribution policy and to position itself as more customer friendly.

Is this a sudden and significant change in Ryanair's approach, prompted by fears over falling profits as suggested by much of the recent media coverage? Or is it a further evolution of a business that has always adapted?