Ryanair's operations in 2006
To quote Michael O'Leary “Any fool can sell low airfares and lose money. The difficult bit is to sell the lowest airfares and make profits. If you don't make profits, you can't lower your air fares or reward your people or invest in new aircraft or take on the really big airlines like BA and Lufthansa.” Certainly, Ryanair had stuck closely to the lowcost/low-fares model. Ever-decreasing costs was Ryanair's mantra, as it constantly adapted the model to the European arena and changing circumstances.