Ryanair will stop ‘bombarding’ people with offers and become the ‘Amazon of travel’

Irish carrier, which operates more than 30 routes out of Liverpool John Lennon Airport, has signed a multi-million pound deal with data analytics company Boxever. Tony McDonough reports

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Ryanair aims to change its customer experience and stop ‘bombarding’ people with offers

 

Low-cost airline Ryanair says it aims to become the “Amazon of travel” and stop “bombarding” customers with offers and deals they are not interested in.

The Irish carrier, which operates more than 30 routes out of Liverpool John Lennon Airport, has signed a multi-million pound deal with data analytics company Boxever to use artificial intelligence (AI) to target customers more strategically.

Ryanair will carry around 152m passengers this year, many of the to and from Liverpool, and the airline’s chief technology officer, John Hurley, admitted there was a perception that the company often annoyed its customers with a bombardment of offers and sales.

However, in common with online retailers such as Amazon, Ryanair wants to move more towards a model where offers are more tailored toward individual customers using AI to monitor individual preferences.

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Mr Hurley told the Irish Times: “The vision here is to stop that (bombardment of offers) happening. It’s more targeted, it’s more intelligent, it’s the right product at the right place at the right time, rather than everybody gets the exact same request.

“The customer receives the things they want, and are more likely to buy because the things that are presented to them are of more interest to them.”

Boxever’s technology will bring together data from Ryanair’s digital channels, tools and databases and use AI to interpret that data to automate decisions about how to personalise each interaction, providing a personal joined-up experience based on individual customer needs from booking right through to check-in.

Mr Hurley added: “Boxever has a demonstrable track record of helping airlines around the world deliver more relevant, personalised customer experiences. Its technology will help us understand the needs of our customers in each interaction through real time data.”

Boxever, which is also based in Ireland, already works with a number of airlines including Are Lingus, Emirates, Flybe and Jetstar. Chief executive Dave O’Flanagan said: “We’re really excited and proud to partner with Ryanair to help them deliver a more personalised digital experience. Boxever will remain invested in helping airlines better engage with their new and existing customers.”

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