Ryanair performs another u-turn as it signs flight search deal with Google

Ryanair has signed a deal with Google to make its flight information available on the search engine’s Flight Search service in another u-turn that suggests the airline’s attitude to flight comparison sites is relaxing.

Video: Ryanair’s ‘We are Changing’ Irish TV ad

https://www.youtube.com/watch?v=QjfmjznXksU

The tie-up means customers in 8 countries including the UK will be able to view live ticket prices from Ryanair and rival airlines on an interactive map and browse and filter flights by price, date and duration. They will then be redirected to the Ryanair.com site to make a booking.

Ryanair has previously been a vocal opponent of search engines and agencies, preferring to make customers search for flights and book them on its own website. It has sued a number of such sites to have its flight information removed and used the Recaptcha security code to stop scrapers.

However, it has loosened these restrictions, removing the Recaptcha feature from its website. The deal with Google is its most high profile with a search engine to date and suggests the firm is no longer a fierce opponent of price comparison sites.

The move is the latest in a series of changes by Ryanair aimed at improving perception of its brand and making it easier for people to book flights. Having previously said it did not need a marketing director, it recently appointed its first in Kenny Jacobs as it looks to improve customer perceptions.

It has also made a u-turn by embarking on a charm offensive aimed at addressing its reputation for poor customer service. It has made improvements including cutting baggage fees, allowing a second item of hand baggage and introducing allocated seating.

It is also investing in digital, launching a revamped Ryanair.com homepage and booking process and “My Ryanair” customer registration system and is planning a full website overhaul and the launch of mobile boarding passes and a mobile app in the coming months.

However, the website has been hit by a technical glitch today (22 January), with Ryanair issuing a statement blaming a “system problem” for delays in sending out emails of travel itineraries. 

Read Marketing Week’s November Ryanair Brand Audit

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here