What is a critical requirement for Ryanair's pricing strategy to be successful?

Ryanair's pricing strategy is built on a model that emphasizes agility and responsiveness to market changes. This adaptability is essential in the highly competitive airline industry, where demand can fluctuate significantly due to external factors such as seasonal travel trends, economic conditions, fuel prices, and competitor pricing strategies. By being able to adjust prices quickly, Ryanair can attract customers, fill seats, and maximize revenue even in a dynamic market environment.

Static pricing policies and traditional pricing methods do not align with Ryanair's low-cost business model, which relies on constant adjustments to remain competitive. Long-term pricing integrity might imply consistency over time, but it does not account for the essential need to pivot based on market conditions. Therefore, the ability to respond and adapt to changes in the marketplace is crucial for the success of Ryanair’s pricing strategy.