Ryanair's core strategy is a relentless focus on being the lowest-cost airline in Europe, a position CEO Michael O'Leary believes is unassailable.
The company is pursuing an aggressive growth plan, aiming to increase passenger volume from 200 million to 300 million within eight years, supported by the delivery of 300 new, more fuel-efficient Boeing Max 10 aircraft.
Ryanair's culture rejects typical corporate norms, prioritizing execution, a flat management structure, and the use of public controversy for free marketing, which has been shown to directly increase bookings.
The airline's model focuses on disrupting industry standards and changing customer behavior (e.g., charging for bags) to drive down operational costs, rather than simply as a revenue-generating tactic.