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Ryanair launches business class in customer service overhaul Ryanair launches business class in customer service overhaul
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Outspoken Ryanair boss Michael O’Leary, who once described overweight passengers as "fat b*****ds on board", has completed the budget airline's customer service overhaul by launching a business class. Ryanair, the budget airline whose eccentric chief executive Michael O’Leary once said he would introduce “standing room only” flights if only it were legal, has completed its customer service U-turn with the introduction of its first business class seats.
Business Plus, which includes  fast-tracked airport security and premium seats, will give customers the option to change tickets to another flight that day up to 40 minutes before take-off (which can cost £90), a 20kg checked-in bag (which can cost £75), and priority boarding. The carrier announced yesterday that passengers flying “Business Plus” will be treated to priority boarding, an increased bag allowance of 20kg, fast-track security at certain airports and the option to change their flight up to 40 minutes before departure. Tickets start from £59.99.
The cheapest business fare is €69.99 (£56). However, suit-wearing executives expecting the red carpet treatment and a glass of champagne on arrival will be disappointed. The “premium seating” offered to business class passengers is merely the front, rear and middle exit rows of the plane, which offer slightly more legroom. Like the rest of those on board, they will have to pay for their food and drinks.
However, some of the old rules are set to remain in place. If passengers forget to choose their seats during booking, they will still be charged a premium fare but won’t receive what they have paid for. In addition, passengers who spell their name wrong, even with the pricier Business Plus fares, will also face a fee of up to £160 to correct it. “We won’t be installing different seats, and we won’t be putting up a curtain,” said Kenny Jacobs, Ryanair’s chief marketing officer. “The premium seats will be the same standard seats, but those located at the very front and very back of the aircraft so business passengers can get on and off quickly.”
Earlier this year, the controversial Irish chief executive was forced to apologise for the airline "unnecessarily p****g people off" in May after profits fell for the first time in five years. He also admitted Ryanair has an image problem and promised to be "nicer". Business travellers will also need to be alert when they book their tickets or they could be stung with extra charges. If they forget to reserve their seat, for example, they will still have to fork out for the premium fare but will have to sit in economy. Misspelling their name will also incur a fee of up to £160.
The airline has revamped its website and mobile app. It also introduced "quiet flights" and slashed its controversial excess baggage fee in an effort to win back disenchanted customers against the advances of rival easyJet. The airline is hoping to increase its share of the business market, claiming that more than a quarter of its passengers are people travelling to or from work. Mr Jacobs said that modern business travellers cared less about “the lounge, free snacks and free drinks” and more about punctuality and reliability.
The move is the latest in a series of customer-friendly changes introduced by Ryanair, which has historically had a terrible reputation for customer service. In September last year Mr O’Leary decided to change tack, promising to “eliminate things that unnecessarily piss people off” after shareholders complained that its brash approach was hitting sales.
Since then Ryanair has introduced allocated seating, allowed passengers to have a free second carry-on bag, reduced the penalty charge for customers who fail to print out a boarding pass and has rebranded its website. Mr O’Leary has also assumed a lower profile, admitting that some of the airline’s “macho” and “abrupt” culture may have been down to his own “personal character deformities”.