Supervisor
Neil Doyle
Programme
MA in International Business
Keywords
Ryanair innovation strategy, airline sustainability, digital transformation in aviation.
Abstract
This study examines the strategic innovation challenges facing Ryanair, a Dublin-based low-cost airline that has long dominated the European aviation market through aggressive pricing and operational efficiency. While this cost-leadership model has historically driven success, evolving market conditions—including rising digital expectations and increasing environmental regulations—now require a broader innovation approach that extends beyond operational efficiency.
The research identifies a key strategic limitation in Ryanair’s current innovation efforts, which remain primarily internally focused on cost reduction and operational improvements rather than customer experience or sustainability. Evidence suggests that passengers increasingly perceive the airline’s digital tools as outdated and lacking personalisation, while competitors are advancing in areas such as AI-driven services and user-centric platforms. In addition, although Ryanair has set long-term carbon neutrality goals, it has yet to fully integrate visible sustainability features such as carbon tracking or green travel options into its customer-facing systems.
This study also highlights the growing importance of aligning digital innovation with environmental responsibility, as both regulatory pressures and consumer expectations intensify. Competing airlines are increasingly embedding sustainability and personalisation into their service models, creating additional competitive pressure. The findings suggest that without a more holistic innovation strategy that combines digital transformation, sustainability, and customer engagement, Ryanair risks strategic inertia in a rapidly evolving industry.
Date of Award
2025
Full Publication Date
2025
Access Rights
open access
Document Type
Capstone Project
Resource Type
thesis
Digital Object Identifier (DOI)
https://doi.org/10.63227/652.299.134
Recommended Citation
Souza Damaso, J.
(2025) Ryanair and the Strategic Challenge of Innovation. CCT College Dublin.
DOI: https://doi.org/10.63227/652.299.134