Average Reviews:
(More customer reviews)I bought this book in Ireland and read it on the way back on
Aer Lingus. The author writes well and does an in-depth study
of the airline and how it came into being. She gives all the right personalities their due and carefully details the airline's move from its Ireland UK routes to its expansion in Europe. She effectively strips Michael O'Leary of his PR star status making him out to be juvenile, abusive, deceitful yet an effective swashbuckling airline buccaneer. When I came to the part about the way the Ryanair mistreats the disabled by charging them for the use of wheelchairs and making them claw their way up the plane's steps on the tarmac, the thought rocketed into my mind that I would exercise my rights not want to fly Ryanair even - if the price was free.
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The supercharged growth of this low-cost airline has actually changed the way countless people live their lives, whether it be Ireland's new "Ryanair Generation" for whom its cheap flights to Dublin have eliminated much permanent emigration to the UK, or the thousands of Britons now enabled to buy holiday homes in rural France. This is the first book to tell the full story of the Ryanair phenomenon, from its inauspicious beginnings to its current dominance, from the secret of its business strategy toits cavalier stunts and practices. Ryanair employees past and present were interviewed, as well as its top management and those at its major rivalssuch asBritish Airways and easyJet, to produce an authoritative, objective, and compulsive account of one of the most colorful companies in Europe. With Ryanair continuing to expand, the battle for the low-cost airline market in Europe becoming ever more cutthroat, and chief executive Michael O'Leary happy to do battle with everyone from airports (for their landing charges) to his own pilots (over pay and conditions)—and generate an endless stream of PR and news stories in the process—this editionis fully updated to take account of all Ryanair's most recent history.
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