Ryanair is hitting all fare, service, ancillary and digital buttons hard. Especially the digital ones to increase revenues from its sales campaign for goods and services to become the ‘Amazon of air travel’! The last quarter showed a 4% fall in ticket sales (at €951 million) but non-ticket revenue was up 15% at €395 million. So, no wonder it sees ancillaries as its best hope for profits and has raised its ancillary sales target to 30% of total revenue by 2020 (against 24% in 2015). There certainly seems to be scope for growth, the Irish Times noted last year, as Ryanair was only the sixth biggest earner among 67 global airlines. According to the annual review of ancillary revenue at top-performing airlines by consulting firm IdeaWorksCompany, the leader was US airline United, followed by American, Delta, Air France/KLM and Southwest Airlines, on which Ryanair once modelled itself. Get the full story at EyeForTravel