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Video: Ryanair's Chief Marketing Officer on the Power of Selling Direct

Brian Sumers

Photo Credit: Chief Marketing Kenny Jacobs said Ryanair doesn't spend any money with Google and doesn't intend to. He spoke at Skift Forum Europe in Berlin. Skift

Skift Take

Ryanair hasn't had the best year. Its reputation took a hit recently when it was forced to cancel thousands of flights because of pilot scheduling issues. But the customers have come back. Why? Cheap fares. It's the secret sauce.

Ryanair sells roughly 94 percent of its tickets through its own channels, an advantage for the discount carrier as it seeks to package more ancillary products for its passengers, including hotels, the airline's chief marketing officer Kenny Jacobs said in April at Skift Forum Europe in Berlin. "We have done a pretty good job of protecting our product," he said. "Other airlines have about 50 percent of their product sales coming from GDS, coming from travel agents, coming from outside their o

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