Ryanair Signs Second GDS Deal In Bid for Biz Travelers

Ryanair, the Irish low-cost carrier, signed a GDS distribution agreement with Amadeus, effective Nov. 1.

The carrier in March signed an agreement with Travelport, its first GDS deal since it abandoned third-party distribution a decade ago.

Amadeus is connecting with Ryanair via an XML link that it calls “light ticketing,” which actually facilitates a ticketless transaction but generates a “virtual ticket number.” It enables travel agents to book low-cost carriers and their ancillary products within their normal workflow.

All fare classes
Both the Amadeus and Travelport deals call for the distribution of all fare classes except for the lowest promotional fares. Both envision the sale of Ryanair’s full array of ancillary products through the systems.

Ryanair’s ancillary services will be fully integrated into the Amadeus ancillary catalogue and can be booked in the same way as any other carrier’s.

Ryanair has signed up for Travelport’s Rich Content and Branding, a component of its Merchandising Platform that will be rolled out later this year.

The Travelport agreement is global, but for now, Ryanair is only distributing to Amadeus subscribers in Europe.

‘World domination’
However, the carrier has aspirations of “world domination,” according to chief executive officer Michael O’Leary.

He’s not kidding.

Ryanair already carries more intra-European traffic than any other airline, and O’Leary believes the carrier can repeat that performance in other markets.

“But we’re going to walk before we run,” he said.

O’Leary has garnered a lot of attention on both sides of the Atlantic with his off-color remarks and outrageous statements, such as his desire to charge one pound for passengers to use toilets on board Ryanair aircraft.

Tell us what you really think
He also has expressed disdain toward “stupid” passengers who forget to print their boarding passes or toward people who seek refunds when crises force them to change their plans.

“We don’t want to hear your sob stories,” he said. “What part of ‘no refund’ don’t you understand?”

Last fall, however, Ryanair came in last in a magazine poll assessing airlines’ customer service. Then, at the company’s annual meeting, shareholders criticized him for his draconian policies and attitude toward customers.

Making nice
O’Leary had an epiphany. He vowed to change his ways and set out to make Ryanair worthy of customers who would be willing to pay more.

He slashed fees for reissuing boarding cards from €70 or £70 to €15 or £15 for customers who have already checked in online. (Those who forget still pay the standard fine.) He also cut airport bag fees in half, to €30 or £30.

The carrier’s website morphed from an assault on the senses to a sleeker, more sophisticated design.

Travel agents take note
But most important, Ryanair chose to look for business travelers where they book: through travel agencies. And that meant distributing through GDSs.

“More than a quarter of our passengers already are business travelers, and we were doing nothing for them,” O’Leary said as he announced the Amadeus deal.

Another new item was a bundled fare with perks designed to attract the business crowd.

Called Business Plus, it includes flexibility on ticket changes, a 20-kilogram checked-in bag allowance, free airport check-in, fast track airport security where available, priority boarding and premium seats. The bundle also will be distributed through Amadeus and Travelport.

At the press conference, passengers got another pledge from O’Leary: “We will continue to offer free toilets,” he said.