Low-cost Irish airline Ryanair is making headlines again for claiming that it will sell tickets for travel between Europe and the US for as little as 10 euros.
At a conference in Ireland this week, controversial Ryanair boss Michael O'Leary created a buzz when he announced plans to launch a long-haul service by selling transatlantic flights for the price of lunch.
Tickets from the UK to American cities like Boston and New York could cost as little as 10 euros ($14 USD), he said.
But predictably, passengers would have to pony up for extra services like baggage fees and meals.
It's the second time O'Leary has made such a claim, which would firm up the bold and eyebrow-raising assertion. The first time was at the Paris Air Show in 2013.
In a 2010 interview with Bloomberg, O'Leary also shared his 'radical' ideas about the future of air travel and said that his dream would be to run an airline on which passengers fly for free, with all the revenue generated from ancillary fees like baggage, in-flight sales and commissions with travel partners.
The launch of a long-haul Ryanair service, however, could take up to five years. Plans would be to introduce transatlantic flights between about a dozen European and US cities.
The low-frills airline is undergoing operation damage control after being named the worst short-haul carrier in a customer survey carried out by consumer watchdog group Which?.
To boost its image, Ryanair introduced changes this year including allocated seating and a reduction in baggage fees.