Ryanair 2009 Annual Report Download - page 54
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Please find page 54 of the 2009 Ryanair annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.-
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54
Low and Widely Available Fares
Ryanair offers low fares, with prices generally varying on the basis of advance booking, seat
availability and demand. Ryanair sells seats on a one-way basis, thus removing minimum stay requirements
from all travel on Ryanair scheduled services. All tickets can be changed, subject to certain conditions,
including fee payment and applicable upgrade charges. However, tickets are non-cancelable and non-refundable
and must be paid for at the time of reservation.
Ryanair’s discounted fares are “capacity controlled” in that Ryanair allocates a specific number of seats
on each flight to each fare category to accommodate projected demand for seats at each fare level leading up to
flight time. Ryanair generally makes its lowest fares widely available by allocating a majority of its seat
inventory to its lowest fare categories. Management believes that its unrestricted fares as well as its advance-
purchase fares are attractive to both business and leisure travelers.
When launching a new route, Ryanair’s policy is to price its lowest fare so that it will be significantly
lower than other carriers’ lowest fares, but still provide a satisfactory operating margin.
Ryanair also periodically runs special promotional fare campaigns, in particular in connection with the
opening of new routes, and endeavors to always offer the lowest fare on any route it serves. Ryanair offers
weekday one-way fares starting at €1 on many of its routes, and offers lower-fare trips on certain routes from
time to time. Promotional fares may have the effect of increasing load factors and reducing Ryanair’s yield and
passenger revenues on the relevant routes during the periods they are in effect. Ryanair expects to continue to
offer significant fare promotions to stimulate demand in periods of lower activity or during off-peak times for
the foreseeable future.