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Last demand any passengers not yet tired of O'Leary's boorish rants,[link widoczny dla zalogowanych]
Michael O'Leary is about the money. In an outburst which has been likened to Gerald Ratner's ruinous admission he sold "crap" in the discount jewellery shops, the Ryanair chief executive has described thousands of his customers as "idiots".
O'Leary was specifically referring to airline passengers who arrive in the airport without printed boarding passes however the idiot tag could just as fairly be mounted on anyone who travels by air.
We're idiots to collude within the fiction that we are getting "cheap" flights whenever we spend a nominal fee for any ticket that everyone knows is just the opening gambit in a bamboozling procedure for cash-extraction,[link widoczny dla zalogowanych].
Despite O'Leary's eagerness to pose as a blunt-speaker, however, this is not the type of candour that he'd like to be renowned.
Ryanair passengers will endure a great deal -- fiendishly hidden baggage charges, an enormous mark-up on the bottle of still water -- but few will put up with being called stupid by a tycoon that has built an empire about the back of their custom.
To be fair, O'Leary's a reaction to the most recent row suggests he is slowly waking up that, just like aeroplanes can are afflicted by metal fatigue,[link widoczny dla zalogowanych], there comes a place where the endurance of even the sturdiest customer-base begins to wane.
The controversy began when Suzy McLeod, a mother of two from Berkshire, were not impressed with being hit with in fees when she arrived for any return flight from Spain without printed boarding cards. Ryanair passengers are required to check on in online and print out their passes ahead of time. But because McLeod was on holiday, remaining in a rural villa without internet access, she was not able to adhere to this stipulation.
McLeod popularized Twitter to recount her dealings with Ryanair, and her story quickly became an online phenomenon attracting over 500,[link widoczny dla zalogowanych],000 followers. O'Leary's dismissive and boorish response intensified the uproar.
"Mother pays 200 for being a fool and failing to adhere to her agreement at the time of booking," he said, sarcastically summarising what he felt would be a non-story. He also added. "We think Mrs McLeod should pay for being so stupid".
Within days,[link widoczny dla zalogowanych], O'Leary was rowing back,[link widoczny dla zalogowanych], insisting he meant no offence to McLeod. "I wasn't calling her stupid,[link widoczny dla zalogowanych], but those passengers are stupid who think we will change our policies or our fees," he insisted. The modest change of what passes for O'Leary's heart shows that new realities aren't entirely lost on him.
Traffic-wise, Ryanair is flying high. The airline carried a record 8.9 million passengers in August, up almost 10pc on the previous month. Its reach is spreading -- but this rapid growth creates new threats. The bigger Ryanair gets, the more vulnerable it becomes to mass customer revolt.
Because of the speed that tales of corporate heavy-handedness spread via social media, O'Leary is wise to consider greater care in how he discusses his passengers.
Even when his language moderates, however,[link widoczny dla zalogowanych], it's unlikely to affect the manner in which his airline treats the travelling public. And,[link widoczny dla zalogowanych], in that case, it's travellers who should reconsider their position.
Before allowing passengers to board a flight ticket, airport security scrutinise every fibre of our person and private effects,[link widoczny dla zalogowanych], down to our shoes, belts and wallets. Unless airlines introduce a modicum of courtesy and respect to their customer relations, we ought to demand that they also provide our heads examined.
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