Outspoken Ryanair boss Michael O’Leary is to take more of a back seat as part of the airline’s efforts to revamp its image.
According to a report in the Guardian today, he admitted he has been "getting in the way" of the airline’s new softer image.
After years of relying on low prices alone, Ryanair shares have dropped recently after two profits warnings, prompting it to begin a raft of changes to try to reshape itself as a more customer-friendly airline.
It has redesigned its website, got rid of captcha codes, reduced fines for lost boarding cards, introduced quiet flights, relaxed baggage rules and is being more flexible with booking errors.
The search has also begun for a new sales and marketing director, when O’Leary’s deputy, Michael Cawley, leaves in March.
Reporting to the CEO, the candidate will take responsibility for promoting Ryanair’s "safety, customer service and low fare messages".
O’Leary, 52, had been criticised by shareholders for the airline coming across as too "macho" and it is hoped the new sales and marketing manager will help soften Ryanair’s hardnosed image.
According to the Guardian, O’Leary finally made the decision to stay behind the scenes after a recent Newsnight interview when he was questioned by the host Kirsty Wark on such subjects as his sexism and attitudes to customers.
The Ryanair boss had recently made a series of gaffes when he hosted the airline’s first live Q&A session on its new Twitter page.
He came under fire for one of his first responses, to a question from a female, to which he replied: "Nice pic. Phwoaaarr™
