Ryanair has become the airline everyone loves to hate. From social media storms to tabloid takedowns, the low-cost airline seems to attract more than its fair share of criticism. The latest? Reports that cabin crew receive incentives for enforcing luggage rules, as if this is some shocking new policy exclusive to Ryanair. Add to that customer complaints about the airline’s famously direct tone online, and it’s clear the airline is under constant fire. But are we all just piling on because it’s fashionable? And more importantly, are other airlines really that different?

---

The Luggage Bonus That Made Headlines

According to The Sunday Times, Ryanair staff can receive a small bonus, €1.50 per oversized cabin bag flagged at the gate, up to €80 per month. The policy sparked outrage, but if you strip away the headlines, it’s not exactly scandalous. Many industries use performance incentives to encourage staff to do the less pleasant parts of their job, and airline staff are no exception.

We spoke to a former employee who has worked with multiple airlines, including Ryanair’s handling agents in Spain, and they put it clearly:
“Ryanair was the best airline I worked with. They treat their staff with respect. You don’t often see staff complaining about them, just customers who get caught out by the rules.”

They went on to explain that incentives aren’t about greed, they’re about support and enforcing the rules:
“Every airline I’ve worked for, or have friends working for, offers some kind of incentive for enforcing baggage rules. These conversations are rarely easy. Passengers get angry, staff take the brunt of it, and these small bonuses are there to ensure the rules are followed even when it gets uncomfortable.”

Low-Cost with High Expectations

Much of the frustration around Ryanair seems to stem from a mismatch between price and expectation. People want low fares but also flexibility, friendliness, and extras. But let’s be honest, Ryanair has never sold itself as anything other than no-frills. The deal is simple: get from A to B for a fraction of the usual cost, with the understanding that you follow the rules and pay for anything beyond the basics.

Other airlines also charge for bags, seating, and extras, but Ryanair, because of its blunt delivery and unapologetic tone, often gets singled out. Ironically, the transparency many demand is the very thing that seems to irritate them most.

A Social Media Strategy That Divides Opinion

Ryanair’s social media presence is another frequent lightning rod. It’s bold, sarcastic, and clearly not trying to win over every single passenger. And while some people love the brand’s tongue-in-cheek comebacks, others find the tone off-putting.

But again, Ryanair isn’t alone. Plenty of companies use humour and cheek to stand out online, Duolingo, Aldi UK, and Wendy’s. It’s a branding choice. The difference is that when Ryanair does it, it somehow confirms people’s existing frustrations. It’s not that the strategy is wrong; it just rubs differently when people already expect the worst.

The Numbers Speak for Themselves

Despite the criticism, Ryanair continues to grow. In its most recent financial year, the airline posted over €1.6 billion in profit. That success isn’t the result of tricking customers, it’s the result of a business model that works: low fares, quick turnarounds, and clear-cut rules.

And it’s not just about the bottom line. The company also claims that fewer than 0.1% of passengers end up paying these last-minute baggage fees these days. Most people follow the rules, board without issue, and get where they need to go for a fraction of what they’d pay elsewhere.

So Why the Backlash?

Some of it comes down to tone. Ryanair doesn’t do soft language or sugar-coating. It tells you the rules, posts it online in all caps if needed, and expects you to come prepared. And for some travellers, especially those used to more traditional service models, that can feel abrasive.

But there may be another factor at play, Ryanair is proudly and unapologetically Irish. Its branding, its humour, and its communication style all reflect that no-nonsense, quick-witted Irish character that doesn’t always translate across borders. What comes across as cheeky banter in Dublin might feel unnecessarily blunt in Düsseldorf or overly informal in the UK.

There’s also a hint of snobbery in how the airline is treated by some parts of the European press. While national carriers are often given the benefit of the doubt, Ryanair, despite being one of the most successful and efficient airlines in the world, is frequently portrayed as reckless or underhanded. Whether it’s cultural bias, class assumptions, or simply the fact that Ryanair refuses to fit the mould, it’s clear that they’re held to a different standard.

But there’s also a deeper truth: most of the viral Ryanair horror stories, missed flights, boarding pass confusion, baggage fee drama, can and do happen with other airlines too. The difference is, when it happens on Ryanair, people shout louder. And the media is ready to listen.

Maybe that’s because Ryanair doesn’t pretend to be anything it’s not. There’s no veneer of luxury or loyalty schemes or complimentary peanuts. Just the ticket, the rules, and a destination.

And somehow, that kind of honesty ruffles feathers more than being politely overcharged ever could.

Main image: Shutterstock/Alexandros Michailidis