4 December 2014 | travelweekly.co.uk business Essential news, comment and analysis TOP STORY


Kenny Jacobs: ‘We can go from being the


low-cost airline to low cost on all things travel’


RYANAIR AIMS TO BE


DISRUPTIVE KENNY JACOBS OUTLINES RYANAIR’S


AIM TO TAKE CONTROL OF THE CUSTOMER. LEE HAYHURST REPORTS


Ryanair is looking to exploit the power of its brand to take back more control over the way its flights are sold and extend its low-cost approach to other areas of travel.


Speaking about businesses


in transition at last week’s Travolution Summit, chief marketing officer Kenny Jacobs said the budget airline wants to be the Aldi or Ikea of travel.


72 • travelweekly.co.uk — 4 December 2014 Asked about the airline’s move


this year to embrace third-party distribution again by appearing on the GDSs, he said this would extend its reach to new markets, particularly corporate travel. But he indicated that airlines


like Ryanair will be increasingly prepared to distribute only through third parties that are willing and able to retail their inventory the way they want them to.


Ryanair has won a key court battle in its long-running dispute with screenscrapers, and British Airways’ parent, International Airlines Group, has recently cracked down on Spanish OTA eDreams Odigeo over how some sites were presenting fares. Jacobs said: “We now have a view where we can fulfil more of


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PICTURE: STEVE DUNLOP


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