Ryanair embraces AI deals with online travel agents

Michael O’Leary, the outspoken CEO of Ryanair, has long been at odds with online travel agents (OTAs), branding them as "bloodsuckers" and "illegal ticket-tout scams" as far back as 2008. For 17 years, the airline has waged legal battles against these platforms, accusing them of "screenscraping" Ryanair’s data and overcharging customers by up to 125% on extras like seat reservations.

Yet, in a surprising shift, Ryanair announced a new partnership with Skyscanner, one of the largest OTAs, during its annual general meeting. The deal grants Skyscanner direct access to Ryanair’s flight inventory—provided the platform offers full price transparency to customers.

The AI Catalyst

The sudden détente, O’Leary revealed, is driven by the rise of artificial intelligence (AI). He predicts AI will disrupt traditional comparison websites, rendering them obsolete as consumers increasingly turn to voice assistants like Alexa or AI tools like ChatGPT for travel bookings.

• "They all recognize that AI is going to come along and eat their business models," O’Leary said. "Nobody is going to be scrolling on comparison websites."

A Double-Edged Sword

While AI may have forced OTAs to the negotiating table, O’Leary remains wary of its long-term implications. He fears dominant AI platforms—such as Google or ChatGPT—could eventually monopolize flight distribution and charge airlines for access, echoing past battles with travel agencies and OTAs.

• "The frontier 30 years ago was travel agency distribution... Now, in the next decade, it could be AI."

The Road Ahead

Ryanair’s agreement with Skyscanner marks a tentative truce, but O’Leary is already eyeing the next challenge. As AI reshapes travel booking, the airline must balance collaboration with control to avoid ceding too much power to third-party platforms.

For now, the once-vilified OTAs have secured a reprieve—but only time will tell if AI proves to be their savior or their downfall.