Baggage fines, employee bonuses, and e-tickets: Ryanair is changing the rules of the game
2 September 17:04
Irish low-cost airline Ryanair will increase bonuses for employees for controlling passengers’ luggage. This was announced by the company’s CEO Michael O’Leary, "Komersant Ukrainian" reports.
According to him, starting from November 2025, bonuses for employees who intercept passengers with oversized hand luggage will be increased from €1.50 to €2.50 for each bag. In addition, the company will abolish the €80 monthly cap that previously limited the maximum amount of such payments.
Strict baggage rules from Ryanair
Ryanair is known for its strict hand luggage policy. The cheapest ticket fare includes only one small bag that can be placed under the seat. Any attempt to bring a larger backpack or suitcase into the cabin without paying extra can cost a passenger up to €87, which is how much the airline charges for forcing the baggage into the compartment.
O’Leary emphasized that the low-cost carrier does not intend to apologize for this policy.
I want our employees to catch people who cheat the system. It still surprises me how many passengers think that their backpacks will go unnoticed. We will see them, and you will pay,” he said.
Additional revenue from passenger discipline
According to the head of the Irish low-cost airline, about 200 thousand passengers a year pay baggage fees at the gate. This brings additional revenue to the company and at the same time disciplines customers by forcing them to follow the rules.
We need to do more to deal with these violators,” emphasized O’Leary.
Airline market analysts note that this strategy allows Ryanair to keep ticket prices at a minimum. The company’s profits are generated not only from ticket sales, but also through additional fees: for baggage, priority boarding, or seat selection.
Read also: Ryanair will punish passengers for violations – up to 500 euros fine
Consequences of the new policy for airline passengers
Experts believe that the increase in staff bonuses will further reduce the number of passengers who risk taking extra items with them without paying. At the same time, this will mean additional costs for customers: most will either have to buy more expensive fares with hand luggage included or pay at the time of boarding.
Thus, Ryanair relies on strict control and monetization of passenger discipline. This policy may cause dissatisfaction among some customers, but it is consistent with the low-cost airline’s business model, whose main advantage is low ticket prices.
What additional innovations from Ryanair await travelers
According to The Independent, Europe’s largest low-cost airline plans to stop accepting paper boarding passes starting November 3. Instead, passengers will be required to present their ticket in the Ryanair app.
This step will eliminate almost all airport check-in fees and allow you to receive direct updates from the Ryanair operations center in case of disruptions, the company assures.
They also add that this innovation will save 300 tons of paper annually.
From 85 to 90% of passengers come with smartphones. “Almost 100% of passengers have smartphones, and we want to move everyone to this technology,” Ryanair CEO Michael O’Leary told the media .
He explained that if a passenger checks in before arriving at the airport, the company issues a free paper boarding pass on the spot. But you need to check in in advance.
Also, if the battery runs out, after online check-in, we will still have your number in the boarding line and let you board the flight. So there’s no need to worry. Just make sure you check in online before you arrive at the airport and everything will be fine,” Ryanair CEO reassured travelers.
By the way, Ryanair’s website states that reissue of boarding passes currently costs €23, but from November 3, it will be free.
Impact of Ryanair’s policy on the low-cost market
Ryanair’s model has always been based on the principle of a minimum ticket price and a maximum number of paid options. This allows the airline to attract mass passengers and generate revenue through additional services: baggage, meals, seat selection, priority boarding. Increasing bonuses for employees who control hand luggage fits logically into this strategy.
Analysts note that Ryanair’s success in implementing such a policy may encourage other European low-cost airlines to act more rigorously. For example, Wizz Air and easyJet have long introduced similar restrictions, but Ryanair is systematically raising the stakes, turning hand luggage control into one of the most effective monetization tools.
Competition and passenger expectations
For most customers, price remains the key factor when choosing an airline. That is why, even after loud complaints and dissatisfaction, Ryanair continues to increase the number of passengers. In the 2023/2024 financial year, the company carried a record 200 million passengers, becoming the largest airline in Europe by this indicator.
Experts emphasize that if other low-cost airlines see that Ryanair is effectively making money from fines and baggage fees, they may also expand the practice of strict control. This will mean a reduction in the “gray space” for passengers who are used to bending the rules.
Impact on consumer behavior
Stricter baggage control creates a new behavior among passengers. People are forced to plan in advance which suitcase to take and include the cost of luggage in the final travel budget. In the long run, this could lead to an increase in sales of more expensive fares with baggage included, as passengers will try to avoid unexpected charges.
In the short term, Ryanair can increase its additional revenue by tens of millions of euros annually thanks to the new bonus system. In the long run, this policy may affect the market: other carriers, such as Wizz Air and easyJet, are likely to adopt similar practices to remain competitive.
For passengers, this means that the era of free hand luggage in Europe is effectively coming to an end.
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What you need to know about Ryanair
Ryanair Holdings plc is the largest low-cost airline in Europe, headquartered in Dublin, Ireland. Founded in 1984 as a small regional carrier, the company has grown to become one of the pioneers and leaders of the low-cost segment in Europe.
Ryanair’s business model is based on the principle of a minimum ticket price with most additional services paid separately. Passengers have the opportunity to fly at low fares, but pay for baggage, seat selection, meals, and other services. This approach has allowed the airline to significantly increase passenger traffic and revenue.
The company’s fleet includes more than 570 Boeing 737 aircraft, and it plans to significantly upgrade it in the coming years. Ryanair operates flights to more than 40 countries in Europe and North Africa.
The airline is known for its aggressive marketing strategy and strict baggage policies. The airline’s CEO Michael O’Leary actively promotes a policy of savings and additional fees, which often draws criticism but ensures stable profits.
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