How does Ryanair approach market expansion?

Ryanair's approach to market expansion is centered around focusing on underserved routes and non-primary airports. This strategy allows the airline to enter markets that may be less competitive and where they can dominate the low-cost travel segment. By targeting smaller, regional airports that may lack direct service from larger carriers, Ryanair can offer lower fares and attract price-sensitive travelers who might otherwise not fly.

Choosing non-primary airports also often results in lower landing fees and operational costs, further allowing Ryanair to maintain its low-cost model. Additionally, these airports may have less congestion and easier access, enhancing the overall customer experience, which is crucial for attracting a loyal customer base. This focus on underserved markets distinguishes Ryanair from other airlines that might prioritize major city airports, where competition is typically more intense, and operational costs can be significantly higher.