Ryanair to eliminate airport check-in

Ryanair intends to close all its airport check-in counters by year end in a cost-cutting move.

"All we will have is a bag drop where passengers can drop off their luggage, otherwise everything will be done online. Ultimately, we want just one in five people to check in luggage," CEO Michael O'Leary told The Daily Telegraph.

Approximately 75% of the LCC's passengers currently use online check-in. "We are trying to encourage the remaining 25% to do the same," O'Leary added. According to Ryanair's website, passengers can check in online from 14 days to up to 4 hr. prior to departure.

Separately, the carrier is introducing third-party advertising on its website and has appointed global digital advertising agency Ad2One to handle the sales, initially in the UK and Ireland. Expansion to other European markets will follow.

"The revenue Ryanair earns from online advertising will help defray our website costs and ensure that Ryanair continues to offer passengers Europe's guaranteed lowest fares," Deputy CEO and COO Michael Cawley said, adding that in recent years the airline received "lots of unsolicited advertising requests from non-travel brands" (ATW, April 2008).

The carrier has redesigned its home page across all of its country sites to create a cleaner look. The redesign was carried out in-house.