KENNY JACOBS, Chief Marketing Officer Ryanair

KENNY JACOBS, Chief Marketing Officer Ryanair

Ich Liebe Berlin

es ist so wie Knock

Europe s Favourite Airline Europe s Lowest Fares/Lowest Unit Costs Europe s No 1, Traffic Europe s No 1, Coverage 87m (No 1 or 2 in most markets) 69 Bases Europe s No 1, C mer Service Low Fares/On-time/Bags/Canx Always Getting Better/Digital rollout Fwd bookings & Ld factors rising since Sept 13 Aircraft orders (180 NG s & 200 MAX s) deliver 150m c mers by FY24 Unblemished 30 year Safety Record World s highest rated airline, BBB+, S&P and Fitch

No 1 For Coverage 69 bases 186 airports 30 countries 1,600+ routes 87m c mers p.a. 304 a/c all 737-800 s Newest fleet (< 5 Yrs) 180 Boeing NG order New 200 Boeing MAX order

Strong Market Position Country (Cap m s) No. 1 No. 2 No. 3 RYA Share UK (117) easyjet IAG 16% Germany (112) Luft Air Berlin 4% Spain (104) IAG Vueling 18% Italy (86) Alitalia easyjet 25% France (72) AF- KLM easyjet 7% Portugal (19) TAP easyjet 17% Belgium (15) SN Brussels Jetairfly 25% Ireland (15) Aer Lingus AF-KLM 46% Poland (15) LOT Wizz 27% Morocco (12) RAM easyjet 12% Source: 2013 Dep. Seats per Capstats & Diio Mii. Mkt positions adj. for 2014 schedules. 6

No 1 For Traffic C mers (m s) 112 110 100 2014 90 96 104 90 87 80 81.7 70 60 61 62 50 52 54 FY 15 FY 16 FY 17 FY 18 FY 19 Source: Latest traffic stats for 12 mths to Mar14 and company forecasts. 7

Europe s Lowest Fares Avg. Fare % > Ryanair LOW Ryanair 46 MEDIUM Norwegian 83 + 80% easyjet 84 + 83% Aer Lingus (s/h) 93 + 102% Air Berlin 121 + 163% HIGH Alitalia 148 + 222% Lufthansa 235 + 411% IAG 242 + 426% AF-KLM 300 + 552% Ave.Fare 163 Source: Latest Annual Reports

Saving Europe > 10bn Every Year Average saving: 117 per flight x 87m customers p.a = 10bn saving every year Average Ryanair fare vs competitors x 2 46 163* * Aer Lingus, Easyjet, IAG, KLM-AF, Air Berlin

Ryanair in Transition

F a m o u s F o r L o w e s t F a r e s, B e s t R o u t e s & G r e a t S e r v i c e SERVICE CHOICE LOW COST

Great Ops Drives Low Cost & Low est Fares The RYR Goal Great Customer Experience The RYR Brand Pillars Lowest Fares Great Service Best Routes Lowest Fares The RYR Model Lowest Cost Operational Efficiency

Marketing Strategy 1. The Goal Great Customer Experience Lowest Fares Great Service Best Routes 3. The Outcome Bookings & load factors Visits & conversion rates % Margin Market Share 2. The Activities 1. A more open brand than listens to customers 2. Still stand for low fares, this time with a better service 3. Improve the travelling experience 4. Use digital and data to drive conversion and retention 5. Broaden the appeal (primary airports, GDS, Corporate) 6. Develop the product w/out losing the low cost leadership 7. Innovate: mobile, Google, content, partnerships 8. Add new capacity, bases and routes Retention rates Brand perception

Ryanair Always Getting Better Fix the things customers don t like Improve the travel experience Improve the digital experience Develop the Ryanair offer Improve brand & marketing

Customer Experience Improving RECAPTCHA scrapped 24hr grace period Quiet flights (early AM, late PM) 2 nd free small carry on bag New Groups & Corp. Dept. Allocated seating New PayPal partnership New website & mobile app

Digital Experience Improving Better website (17 to 5 clicks) My Ryanair, c mer registration Fare Finder, great response GDS business agents New mobile app for smart phones New Business Plus service Continuous IT & digital improvement

Getting Closer To Our Customers Transactions Demographics Behaviours Interests Intent Geo-Location Tech Profile Timing Social / Group

Better Product & Distribution Group Bookings Google Flight Travelport & Amadeus Corporate Bookings Ryanair Family Extra Ryanair Business Plus Early summer 15 & new routes

Improved Business Service Business Plus More primary airports & city pairs Improved schedules & business timings Corporate & Groups travel Greater distribution (GDS, Google Flight)

Business Plus 27% of RYR c mers travel on business Business Plus from 69.99 Flexibility on Ticket Changes 20kg checked-in bag allowance Free airport check-in Fast track airport security* Priority boarding Premium seats *(at selected airports)

Better Brand

Better Digital Better Brand Extended Product Better Service New Distribution Always Getting Better Campaign #1 Airport Rebrand Campaign #2 Google Groups GDS 1 GDS 2 Corporate Flight Winter 14 & new bases Summer 15 & new routes Quiet Flights 2 nd Free Bag Fees Cut Allocated seats PED use Website V1 My Ryanair Website V2 App V1 App V2 Nov 13 Dec 14 Sep 14

Boeing 737 MAX 200 200 Boeing MAX Aircraft The Gamechanger 100 Firm & 100 Options; Deliveries 2019 to 2023 197 seats (+4%), CFM LEAP Engines & competitive pricing = Lower costs & lower fares for c mers Slimline seats & more leg room Boeing Sky Interior improves c mer experience 18% lower fuel costs & 40% less noise emission redn. Fleet grows to 520 a/c by FY24 Traffic grows to 150m c mers by FY24 Flexibility via options, sales, lease handbacks Maintains youngest fleet <5 yrs

Ryanair Germany 12 airports 5 bases 19 aircraft 160 routes 8.6m c mers p.a. 8,600 jobs (ACI) 1bn savings p.a. 86m c mers carried

Germany Is Famous For Football Public Transport Good Beer Great Cars Strong Economy Cool Fashion

Ireland Is Famous For Butter U2 Pubs Being Green Low Fares

Germany Should Follow Ireland APD damages tourism & traffic growth Irish Govt introduced tax 2009 Irish traffic dropped from 30.5m to 23.5m (2008-2012) Irish Govt scraps 3 Travel Tax 1 Apr 2014 Ryanair adds 21 new S15 routes Ryanair will deliver over 1m new c mers at Irish airports this year Ryanair to grow by 250,000 c mers at Berlin this year Ryanair carries 250,000 c mers across Europe every day

Berlin = Knock Berlin, Germany Population: 3.5m Catchment: 22.2m Ryanair c mers: 800,000 Knock, Co Mayo, Ireland Population: 1,600 Catchment: 1.2m Ryanair c mers: 800,000

S t i l l t o c o m e Lowest fares, lowest costs in Europe More primary airports & city pairs Website upgrade & mobile app updates GDS & digital strategy opens new business markets New aircraft drive growth from 87m to 150m by FY24 (+84%) Always Getting Better delivers for c mers, people & shareholders Germany should follow Ireland & axe APD

Questions?