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Only 16% of travel and hospitality companies lack a team responsible for digital transformation.
That's according to data from a survey of more than 170 senior digital marketing and ecommerce executives, part of our Digital Trends in the Travel and Hospitality Sector Report, published in partnership with Adobe.
For many years Ryanair revelled in its reputation for being a brash, almost antagonistic airline.
However it is currently undergoing a major rebranding exercise as it seeks to refocus on the customer experience and adopt a friendlier image.
Rebranding campaigns of this scale often take place when a business is on its last legs, so Ryanair is somewhat unique in that it is pivoting from a position of power.
As Europe’s largest airline, Ryanair flies more than 1,600 routes to 30 countries.
Whilst compiling examples for last week’s 10 essential features for mobile travel sites I was struck by how much I enjoyed using Ryanair’s new app.
Being as I only had to room to mention it briefly in the above mentioned article, I feel it deserved a deeper analysis.
The app was launched last month and was covered by mainstream news channels nearly as much as its much needed website redesign last year.
The app continues Ryanair’s huge cultural revolution, although both the website and the app redesign haven’t been without their technical hiccups. We’ll talk about some of the reported problems with the app below.
In the meantime, let’s take a look at Ryanair’s ever-improving mobile presence…
Looking for a break on a mobile? Gosh your commute must be especially arduous today.
Here’s some help: a guide to the most convenient features available on mobile travel sites, which could possibly help you find your way to pleasant pastures a lot quicker and also highlight some great design for other mobile commerce designers.
Ben Davis gives excellent advice on features needed for great mobile commerce design in general, which I’ll be using here, but skewing it towards features more suited to travel sites.
For this feature I’ll be taking a look at a range of travel sites all optimised for mobiles: EasyJet, Ryanair, Booking.com, TripAdvisor, Secret Escapes, Voyage Prive, Expedia, Mr & Mrs Smith, Laterooms and Skyscanner.
This week Ryanair revealed its Labs project, an innovation lab based in Swords, Dublin, with a remit to reinvent the online travel industry.
There's a Labs website and the company is recruiting for 200 staff.
On the page of the website titled 'Why work for Ryanair Labs?' I was struck by how much the reasoning echoed many of the points Econsultancy has been discussing around digital transformation and company culture.
Let's take a look.
Ryanair is a unique brand. It managed to become one of Europe’s most-successful airlines despite a reputation for poor service that occasionally bordered on contempt for its own customers.
The ‘no frills’, challenger brand ethos became such an important part of Ryanair’s image and tone of voice that it ended up antagonising consumers as well as the competition.
But changing consumer expectations and mass adoption of digital technology means that Ryanair risks being left behind if it doesn’t change its ways, so new CMO Kenny Jacobs has been tasked with overhauling the customer experience and improving people’s perceptions of the brand.
The airline’s appeal comes from its low prices and massive choice of routes, so that has to remain intact if the business is to continue growing. Therefore Jacobs is focusing much of his efforts on improving the digital experience.
Here are some of the most interesting digital marketing statistics we saw last week.
Statistics include Ryanair's SEO woes, customer lifetime value, Pizza Hut's social strategy, email personalisation and another record-breaking month for The Guardian's.
For more digital marketing stats, check out our Internet Statistics Compendium.
Ryanair has been undergoing something of a cultural revolution recently after initiating a novel plan to stop intentionally antagonising its own customers.
It began with a simple Twitter Q&A with CEO Michael O’Leary and has developed into a full-blown marketing campaign aimed at softening the brand image and creating “a new Ryanair experience”.
A major part of the new customer-friendly image is an overhaul of the company’s previously dreadful website.
Gone are the annoying banners and fiddly buttons, replaced instead by an altogether cleaner look with a simple interface and navigation.
Unfortunately something appears to have gone horribly wrong for Ryanair, causing it to plummet down Google’s SERPs for a broad range of important search terms.
Twitter Q&As are like London buses – you wait ages for one then 100 come along at once. At least I think that’s how it goes?
In recent months brand marketers must have been busy convincing prominent members of staff to make themselves available on social media, as it seems every day someone else is answering questions via a hashtag.
The main benefit of these Q&As is PR, as the likelihood is that a huge number of trolls will try to ruin the exchange and inadvertently get it trending.
It tends to be the preserve of pointless celebrities and footballers, however every now and then someone of genuine interest agrees to get involved.
This roundup includes seven Twitter Q&As that proved to be useful for one reason or another...
Ryanair was, and is, famous for many reasons; cheap flights, luggage restrictions, perceived sexism, a crazy boss, a refreshing approach to PR, and the list goes on.
All this might sound harsh, but it is thankfully all changing. Michael O'Leary has been all over Twitter recently talking about forthcoming improvements, particularly to the web, and luggage restrictions, too.
And today, via its Twitter account, Ryanair announced the first stage of its website rebuild, the homepage, is now live.
53% of customers who ask a brand a question on Twitter expect a response within one hour.
However, if a customer makes a complaint to a brand using Twitter, that figure goes up to 72%.
These stats come from the latest research by Lithium Technologies and perhaps contradicts the previously held notion that just 11% of people expect to receive customer service via social media.
User experience is a key differentiator in ecommerce as if the process of buying something from a website is enjoyable and convenient then it encourages customer loyalty.
To an extent, it can even overcome the natural consumer urge to find the lowest price.
However for most consumers cost is still the most important factor when making a purchase, as evidenced by new traffic stats from Ryanair.
A study by SimilarWeb into traffic volumes for several airlines found that Ryanair consistently outperforms EasyJet and British Airways despite its obvious contempt for UX and customer service.
We written a number of posts about the shoddy UX on Ryanair’s site, including its hidden costs, irritating upselling, and lack of a mobile site, yet customers are still obviously attracted by the airline’s low prices.