The larger travel companies have been slow to accept that
Social Networking can have a huge impact on the reputation and accountability
of their everyday dealings and can, in fact, even affect their annual profits.
We have seen the growth of Facebook, Twitter, Trip Advisor and many more, and
the propensity for people to photograph meals in restaurants with amateur
criticism of the fare on offer or relate dire stories of mistreatment by staff
and management in all service areas. There
have been clever letters to company, individual and government departments,
which once seen have gone viral and had huge impacts on reputations, rankings
and custom.
One bad review on e-bay, one poor criticism on Amazon or
Trip Advisor can affect a seller’s ability to repeat sell and many go to huge
lengths to ensure that their service is such that no complaint can be made
against them – this is the positive impact of the Internet and Social
Networking. The negative impact was felt recently by the irrepressible Michael
O’Leary, Ryanair’s Chief Executive – never one to turn away from controversy –
who appeared on Twitter for an hour to answer questions from travellers. A brave move given that Ryanair offer a no
frills package that polarises views across the globe.
With comments ranging from the downright rude to the
completely perplexed, O’Leary was not short of questions to answer – some about
his company, many about his lineage and ancestry, but the consensus agreed that
he failed to address many of the questions regarding the Ryanair systems which
aggrieve so many.
Although forthright on the question of London’s next
terminal, he avoided questions regarding ‘manipulative’ sales of Travel
Insurance policies and ‘unjustified’ hidden charges on booking flights and
booking in.
Overall, it seems O’Leary missed an opportunity and spent
much of his hour sidestepping accusations of sexism from one ‘Phwoaaarr!’
comment regarding a questioner’s photograph, he should think twice before
attempting this line of marketing again.
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