GB: Ryanair to do away with its 10 euro fares – How popular was the carrier among flyers last year?

Ryanair CEO Michael O’Leary, has said that the airline will not be offering its one euro and 10 euro fares for a “number of years” thanks to increasing fuel prices. The airline’s average fare might increase by €10 to nearly €50 in the coming five years. Nonetheless, O’Leary is confident that the number of Ryanair customers will remain “steady”.

But how exactly did the Irish low-cost carrier perform in the last year?

Data from YouGov’s BrandIndex - which tracks consumer sentiment towards thousands of brands daily – shows that Ryanair’s Current Customer metric has grown throughout the last twelve months, beginning 11 August 2021. The metric has grown from a score of 2.5% recorded on 11 August 2021, to 8.5% on 10 August 2022. It’s important to note that by August 2021, most COVID restrictions across Europe had been lifted.

But with CEO O’Leary warning customers that Ryanair’s lowest fares will not return for a while at least, the news may not sit well with the 36% of Britons who prioritise cheapest prices overall when choosing transport for their holidays. According to YouGov’s Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - service quality (26%) and best special offers (26%) are also among the top three key factors for choosing holiday transport among respondents.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Ryanair’s Current Customer score is based on the question: Have you flown with any of the following airlines in the past 12 months? and delivered as a percentage. Scores are based on an average daily sample size of 2102 UK adults between 11 August 2021 and 10 August 2022 Figures are based on a four-week moving average. Learn more about BrandIndex. 

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the UK market is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.