Ryanair slashes check-in fees as charm offensive continues

The latest wave of measures are part of Ryanair's three-year plan to become a more customer-friendly airline

Ryanair's Michael O'Leary: 'You can't dominate the European air travel industry if we were some kind of a toxic brand' (Simon Calder)

Ryanair has launched the stage of its three-year charm offensive, slashing fees for check-in and missed departure.

The budget airline has cut its check-in fee by 35%, taking it down to €45 (£33) from €70, while missed departure charges are €10 lower at €100.

The latest wave of measures are part of Ryanair's three-year plan to become a more customer-friendly airline.

The carrier has already overhauled some aircraft cabins, toning down the garish yellow, changed the way it handles sports equipment and made it easier to opt-out of its own-brand travel insurance.

Those efforts, along with moves to attract more business passengers, have so far paid off for the company, which is led by Michael O'Leary.

It earlier reported a 16% leap in passenger numbers in April, taking its total passengers for the month to 9 million.

The load factor, which measures how full its planes are, also jumped from 84% to 91%.

Ryanair also said it will be revamping its website and app and rolling out new crew uniforms and inflight menus.