The new-look website offers a less cluttered homepage and simpler booking process, cutting down the number of clicks necessary to book a flight from 17 to 5. Ryanair has already removed features such as Recaptcha and is planning further updates including a passenger registration service and fare finder feature as it looks to make it easier and faster for customers to complete bookings.

Ryanair says: “We’re happy to unveil our new look home page, the first in a number of significant improvements to the Ryanair.com website which we will be rolling out over the coming months as we continue to improve our customer service and passenger experience.”

This is just the latest move from Ryanair to improve its brand reputation in the face of growing criticism from both customers and shareholders over its poor customer service. The airline currently languishes at the bottom of almost every metric for airlines on YouGov’s BrandIndex, from reputation and satisfaction through to impression and quality.

Previously this criticism hadn’t worried the firm due to its strong growth. However, Ryanair recently issued its second profit warning of the year, cutting its forecast for the year to March from €570m to €510m, below the €569m it made last year.

The airline also predicted there will be a “pause” in traffic growth over the next 12 months.

Changes already announced include a cut in fees and a shift to fully allocated seating. Ryanair is also overhauling its digital marketing strategy, with the airline investing more in mobile and social media and is currently seeking to hire its first marketing director.