Ryanair could switch strategy when O'Leary leaves

Ryanair CEO Michael O'Leary said there was no reason why Ryanair's fares should always be significantly cheaper than those of its rivals (Irish Independent, 16-Dec-2010). Mr O'Leary believes the carrier will eventually move to a more diverse pricing strategy, but changes to the model are unlikely to happen until after he leaves the airline, a move he expects to make within the next two to three years.

Ryanair: "There's no reason why our average price should be 50% cheaper than anybody else. I think it could easily be 25% cheaper than everybody else, but that means a different kind of sales mission and a different kind of culture," Michael O'Leary, CEO. Source: Irish Independent, 16-Dec-2010.