Hi everyone,
Staying at home for our “Chart of the Week” post up this week is good ole
Ryanair, the airline we all love to hate! It’s amazing how one company can frustrate so many people just at the mere mention of it’s name, how within seconds it can lead to story after story of different experiences relayed covering everything from cancelled flights to excessive baggage fees to online charges for paying with your laser card! But that’s Ryanair for you, in many ways that is what Michael O’Leary has spent the last 15 plus years at the helm building up and that’s the image he wants us to have, but more of that later. Ryanair announced their annual results on Tuesday of this week so I have decided now is probably as good a time as any to take a closer look at what Europe’s Largest Airline has to offer.
The Man Behind The Airline
So just like you can’t mention Manchester United without talking about Alex Ferguson or American politics without Barrack Obama’s name cropping up, it’s very hard to have a conversation about Ryanair without Mickey

Michael O'Leary
O’Leary’s name making an appearance. Few companies have a CEO whose reputation is larger than that of the company itself, perhaps Steve Jobs at Apple or Bill Gates back in the day when he was the main man at Microsoft. We all know that O’Leary courts controversy, from his continuous swipes at government policy to the controversial ad campaigns and publicity stunts he gets involved in to his regular use of foul language. But I think deep down most people sort of have to respect O’Leary for who he is and what he has achieved. He has taken what was effectively a loss making regional airline and turned it into one of the most famous brands globally. Ryanair is now the largest airline in Europe in terms of passenger numbers with over 58m people carried last year. We may not always agree with everything he says but from an ability to run (and grow) a business and manage to keep that business continuously in the public spotlight then there are few better than O’Leary. Only last Tuesday morning I saw him interviewed on the BBC’s Breakfast show following their results announcement and he was brilliant in how he controlled the interview. He got the message across on how Ryanair would continue to drive down average fares, glossed over the fact that they were ditching check-in desks and you’d now have to pay for the pleasure of checking in online and of course got in his bit of controversy in saying that while they would like to charge fat people more it probably wasn’t practical but they would be seriously looking at charging passengers to use the toilet! The interview was probably no more than 6 or 7 minutes long but that’s all O’Leary needs to get his message across. The big question of course is what do Ryanair do when O’Leary finally decides to call it a day and hand the reins over to some other poor sod….just like whoever takes over at United when Ferguson eventually decides he has won enough trophies, whoever takes over at Ryanair will have big boots to fill!
Driving Lower Fares Means Driving Down Costs
We all know Ryanair is all about driving down costs right across the airline. One of the main reasons for getting rid of all it’s check-in desks from later this year is to further reduce it’s cost base. Analysts estimate that no more check-in desks could save the airline as much as €30m a year. Of course the additional €5 online check-in charge won’t do it’s revenues any harm either, potentially increasing them by up to €300 mil… Fuel continues to be Ryanair’s biggest cost and after a couple of years of poor calls when not hedging when prices were low in 2007 to then hedging at very high prices last year just before oil crashed back down to earth, it looks like Ryanair has got it right this time round and is now 90% hedged on it’s fuel requirements for Q1-3 this year at pretty good prices. Given the current environment that all companies are operating in one of the amazing things on Ryanair is that it has no intention of slowing down it’s expansion plans. And in fact this is not the first time that Ryanair has used a tough market for the airline industry to it’s advantage in recently completing the purchase of 45 new plans for delivery later this year and throughout 2010 at very competitive prices. Ryanair did something similar after 911 in 2001 when it was effectively the only airline in the market looking to purchase new aircraft.
Low costs and efficiency is what Ryanair is all about and will continue to be about. Fast turn-around times ensure it’s planes spend more hours in the air than any other airline, no pockets on the back of it’s seats mean the planes can be cleaned faster, deals with regional airlines for the lowest possible landing charges, new wing design to ensure maximum fuel efficiency (and not to be cynical here but it’s not out of concern for the environment…), the list goes on and on.
Ancillary Revenues Continue to Point the Way
Reducing costs is obviously massively important for Ryanair but you can only reduce them so far and ultimately it is new revenue streams that Ryanair need if it is to continue to grow profits. It started with the baggage fees, soon followed by the check-in fees, then there was paying for priority boarding, the selling of lottery tickets, the Ryanair credit card, etc, etc… and most recently Mickey has introduced onboard mobile phone service on 40 of his planes. And it won’t stop there, already there is plenty of talk of what might be the next charge to be added to Ryanair’s ancillary revenue streams, will it be the obesity charge or the “pay to pee” charge that have being getting plenty of press coverage recently?? Whatever it is Ryanair have come to the conclusion that ancillary revenues along with increased passenger numbers and cutting costs wherever possible is the way to go. It’s easy to charge a Euro or whatever for a flight when all the extra bits and pieces are going to bring it up to 20 or 30 quid and load factors of average 80% or there abouts ensure that’s enough to make each flight profitable.
In it’s most recent results ancillary revenues were up 23% year on year to almost €600m and now account for 20% of Ryanair’s total revenues. One thing I spotted recently which I thought was a great idea was that Ryanair were running a competition a couple of months back for people to suggest their “best new charge” that Ryanair could introduce, with the winner for the best idea getting €1,000. Brilliant, aside from the usual free publicity that this brought they also get hundreds if not thousands of ideas for potential new revenue streams. Now many may be rubbish and many more Ryanair may already have thought of themselves and either have already planned to introduce or discarded for whatever reasons but there has to be at least a few great ideas that will come in that Michael and his buddies hadn’t thought of yet. And the total cost to our low fares airline, a thousand quid, shouldn’t take too long for that investment to cover itself!
What’s to Become of Aer Lingus?
The main reason Ryanair announced it’s first ever annual loss this week was due to the right down of it’s stake in Aer Lingus, a €222.5 million charge. If this was excluded Ryanair actually made a profit of €50 mil. After two failed takeover attempts over the last few years, the first at €2.80 a share and the second last year at €1.40 a share, the question is what will Ryanair decide to do with it’s Aer Lingus stake in the end. It can’t make another takeover attempt for about 18 months or so but don’t be surprised if it still has it’s 30% stake around that time if it does come back for a 3rd bite, and looking at how Aer Lingus are burning through their cash pile these days expect the bid to be under a €1 next time round. Whether we get to a 3rd Ryanair bid or not I’m not sure, something will have to happen to our national carrier and perhaps a merger or takeover from the likes of a BA or Air France might be a more likely outcome. At least that way the airline can survive in some guise without the Aer Lingus management and the Government having to accept O’Leary’s overtures.
The Challenges that Lie Ahead
Obviously it’s not all up, up and away for Ryanair, it is operating in one of the toughest and most competitive industries in the world and there are plenty of headwinds facing it in the months and years ahead. Oil prices, which these days account for 45% of Ryanair’s total operating costs, look set to continue to rise. Competition is fierce as airlines reduce fares in a desperate effort to increase load factors and stave off the threat of going into liquidation. While we may be coming towards the end of a global recession consumers are certainly still cutting back on the number of trips they are making and businesses in particular are looking for cheaper alternatives to flying their staff all over the world for training, meetings, etc with many having a ban on all non-essential travel.
Jumpy Chart Not for the Faint-hearted
So what does Ryanair’s chart tell us. Well first off, it’s certainly not one for the faint hearted with several big rises and falls over the past 12 months (click on the chart below to see larger version). That said looking at a shorter 3 month timeframe there stock has being working it’s way upwards, going from around €2.80 in March to close to €3.80 today. A 35% increase is not to be sneezed at. However it’s worth noting that the rise throughout April and May came on very low volume in comparison to what was the norm over the previous 10 months, potentially highlighting that there may not be a lot of weight behind this recent 35% rise.
But where might it go from here. Well personally Ryanair wouldn’t be the kind of share I’d like to trade, it’s just an industry and a stock that’s a bit too all over the place for me. Trends and support levels can often count for very little and leaving you scratching your head when you get stopped out of a trade from nowhere. For me there are just too many other “better behaved” stocks out there to be trading these days. But plenty of people do trade it and probably do very well on it. If I was going to trade Ryanair I’d be looking at how things have panned out since Tuesday’s results. At the open on Tuesday the markets initial reaction was to sell off on the news of Ryanair’s first ever loss, with the stock down over 7% within minutes at around €3.40 a share. But since then it has recovered nicely as the market has had more time to digest the results and as mentioned earlier is now at a 52 week high of €3.72 after breaking through resistance at €3.60 earlier in the week. Obviously the market has come around to the thinking that despite last years loss Ryanair is still best of breed in the airline industry and from here should continue to take market share from it’s rivals, increase passenger numbers and of course grow it’s ancillary revenues. While higher oil prices may hold the share price back somewhat I never believe in fighting the trend, so a long position would seem the best approach with a tight stop just below the low hit following Tuesday’s results announcement.

Ryanair’s Chart is a Choppy One (Click to Enlarge)
Final thoughts on Ryanair
So that brings another “Chart of the Week” to an end. As mentioned the Airline industry is one of the more high risk sectors to be trading but assuming at least a couple of airlines come out of the current recession in-tact and assuming people will continue to fly, then expect Ryanair to stay in the limelight and continue to expand it’s reach as Europe’s largest airline.
Happy Trading :-),
SpreadTrader.ie