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Ryanair, now claiming to be Europe’s largest airline, has a reputation for adding charges for bags and baggage to bolster its low fares. So when Chief Executive Michael O’Leary was interviewed about his company’s forecast of a 20 per cent rise in profits, the first question was predictable.

How much is higher fares and how much is charging … for more things,” asked Simon Jack.

O’Leary is a favourite with media trainers, and he didn’t let us down.

We raised profit for the half year by 20% despite a 37% increase in fuel bills,” he began. “I think the secret of that is a 13% increase in average fares. Now that’s masked a 6% increase in sector length – we are flying to longer destinations such as the Canaries. So the underlying numbers are about a 6% increase in fares and 6% in sector length.” And with that, the interview moved on to Greece.

Where was the reference to extra charges? Nowhere. Instead O’Leary gets in his usual dig at fuel costs, promotes his new long-haul flights, and throws in some percentages which sound fine, but somehow just don’t seem to add up.

O’Leary, who wastes no opportunity to appear on the airwaves, has once again illustrated a cardinal rule of interviews. Say what you want to say, not what the interviewer wants you to say. And the audience? We’ll just grin and bear it as long as he keeps the fares (and extras) lower than anyone else.

Jeremy Toye, MediaTrain

 

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