Ryanair to undergo makeover and slash fees as part of new strategy

Ryanair (Ryanair)

Ryanair (Ryanair)


, Last Updated: 2:46 PM ET

No-frills airline Ryanair is hoping a new interior decorator, more stylish cabin uniforms and, most interestingly, lower fees will give the brand a competitive edge in the battle to rule the low-budget skies.

In an announcement made in London Tuesday, the Dublin-based carrier unveiled what they call their Custom Charter, a raft of new initiatives that form part of an overall strategy meant to mark the brand's 30th birthday in 2015.

New this year, for example, flyers will have 24 hours to shop for a cheaper deal or mull over a flight before booking in a 'hold the fare' feature for €5.

An in-house comparison feature will also allow users to shop for fares real time directly on Ryanair.com.

Likewise, the carrier announced plans to lower airport check-in fees, missed departure fees and introduce a flight cancellation option for €15 per segment.

Currently, airport check-in fees are €70 when the ticket is purchased at the airport or through a call center.

Travelers will also notice new aircraft interiors, healthier meal choices, revamped inflight menu, and snazzy new uniforms on Ryanair flight attendants as part of an image overhaul.

The new strategy is a major offensive aimed directly at its major rival easyJet, which last month announced plans to relax its baggage rules for their preferred flyers.

As of March 19, holders of an easyJet plus card and those who've purchased a Flexifare will be allowed to bring an extra handbag or laptop computer into on board.

easyJet says they shuttle 60 million passengers a year, while Ryanair claims they will expect to fly 100 million travelers this year.