Tourism today is very different from what it used to be ten
years ago. In the past, booking a holiday usually meant going to a local travel
agency, standing in queues and waiting while someone searched for flights or
hotels. Now things have changed completely. Most people plan and book their
holidays online using a smartphone or laptop. They can compare prices, read
reviews, look at photos and choose everything themselves in just a few minutes.
This big change happened because of digital transformation.
Digital transformation means that travel companies use
modern technology to help customers book and manage their trips. According to
Holloway and Humphries (2022), the tourism industry has become highly
interactive and depends heavily on technology. Customers now expect websites
and apps to work quickly, provide clear information and make the whole process
easy. Companies that adapted early became more successful, while others had to
catch up.
The importance of technology in tourism can be seen in
statistics. Statista (2024) reports that 69.6% of global tourism revenue now
comes from online bookings. This shows that digital platforms are no longer
just an option—they are the main way people organise their holidays. Many
travellers also use digital tools before and after booking. The World Travel
& Tourism Council (2024) states that more than 75% of travellers use online
reviews, videos, and social media before deciding where to travel.
The COVID-19 pandemic also made digital tools even more
important. During lockdowns, customers became more familiar with online
services, and travel companies had to improve their digital systems to keep
people informed about restrictions, safety and cancellations. McKinsey (2023)
explains that, after the pandemic, travellers expect fast communication,
digital check-ins and real-time updates.
In this report, I analyse two major organisations: Ryanair
and Jet2 Holiday. Both companies use digital technology, but for different
goals. Ryanair is known as a low-cost airline. Their main aim is to keep prices
as low as possible, so they use digital tools to reduce costs, automate
services and speed up processes. Their systems help customers do most things
themselves, such as checking in or managing bookings.
Jet2 Holidays, on the other hand, focuses on comfort and
customer satisfaction. They use digital tools to guide customers through the
whole holiday experience—from searching for destinations to travelling home.
Their website and mobile app provide clear information, reminders, and
real-time updates, making travel feel more organised and less stressful.
The purpose of this report is to compare these two
organisations and understand how their digital strategies shape customer
experience. The objectives are:
- to
identify the digital tools used by Ryanair and Jet2 Holidays
- to
explain how these tools affect customers
- to
examine how digitalisation impacts employees
- to
highlight the challenges faced by both organisations
- to
recommend improvements for each company
Overall, digital transformation has become essential in
tourism. Customers expect fast, simple and reliable online services, and
companies must keep improving their technology to stay competitive. Ryanair and
Jet2 Holidays show two different ways of using digital tools—one focused on
cost efficiency, and the other on customer comfort. The next chapters explore
these approaches in more detail.
Klaus, R. (2025)
Birmingham
Airports (2025)
Chapter 2: Key Digital
Innovations
Digital technology plays a major role in the modern tourism
industry. It helps organisations manage bookings, improve communication and
make travel easier for customers. In this chapter, I look at the main digital
tools used by Ryanair and Jet2 Holidays, and how these tools
support their very different business strategies.
2.1 Ryanair: Digital Tools for Low-Cost
Efficiency
Ryanair is known for its low prices, and digitalisation is
one of the main reasons they can keep costs down. The company uses technology
to automate processes and reduce the need for large numbers of staff.
AI Chatbot “Molly”
One of Ryanair’s key digital tools is the AI chatbot
“Molly”. It helps customers 24/7 by answering common questions like baggage
allowance, check-in times or flight status. Flight Global (2023) notes that
Molly can solve around 80% of basic issues, which reduces pressure on customer
service teams.
However, the chatbot is not perfect. When customers have more complex
problems—such as refund issues or booking mistakes—it often cannot help, which
leads to frustration (CAA, 2024).
Mobile App and Online Check-In
Ryanair encourages passengers to use the mobile app for
everything: booking, check-in, boarding passes and travel updates. This reduces
queues at airports and lowers staffing costs. Forbes (2024) explains that
mobile services are essential for low-cost airlines because they help keep
operations fast and cheap.
However, this creates difficulties for people who are not confident with
technology. If online check-in fails, passengers must pay extra at the airport.
Ancillary Sales and Personalised Offers
Ryanair also uses digital tools to promote extras such as
seats, car hire, insurance and priority boarding. These offers appear inside
the app during the booking process. According to Agentforce (2025), Ryanair
uses data to show personalised suggestions, which increases sales and brings in
extra revenue.
Airport Technology
Ryanair also uses self-service bag drops, digital boarding
gates and biometric systems at many airports. Skift (2024) notes that these
tools reduce waiting times and allow the airline to operate more flights with
fewer staff.
2.2 Jet2 Holidays: Digital Tools for Comfort
and Support
Jet2 Holidays uses digitalisation differently. Their goal
is to make travel easier and less stressful for customers, so their tools focus
on support rather than cost-cutting.
Website and Booking Platform
Jet2 Travel Technologies (J2TT) manages Jet2’s digital
systems. Their website receives more than 100 million visits each month (J2TT,
2025), so it must be simple and reliable. The website provides clear hotel
information, photos and filters that help customers choose a suitable holiday.
Mobile App
Jet2’s mobile app is designed to support travellers from
the start of the holiday to the end. The app shows flight times, transfer
details, hotel information, weather updates and emergency contacts. Branchspace
(2025) reports that Jet2’s app is one of the best rated in the UK because it is
easy to use and gives clear instructions.
Real-Time Communication
Jet2 sends regular notifications, such as gate changes or
pick-up times. Stqry (2025) explains that real-time communication reduces
stress because travellers always know what to expect.
Cybersecurity and Payment Protection
Because Jet2 handles full holiday packages, strong digital
security is essential. CyberNews (2024) states that the company uses advanced
encryption to protect customer data during bookings.
Freshminds (2024)
Chapter 3: Stakeholders and
Digitalisation
Digital tools
have changed the way tourism companies work with the people who depend on them.
In the case of Ryanair and Jet2 Holidays, the two main groups affected by these
changes are customers and employees. Both companies use similar technologies,
but the impact is different because Ryanair follows a “cheap and fast” model,
while Jet2 Holidays focuses more on comfort and personalised service.
3.1 Customers and
Digital Transformation
Ryanair Customers
For Ryanair
passengers, digital tools are used from the first moment they search for a
flight. Almost everything is done through the website or mobile app: booking,
online check-in, choosing seats, or paying for luggage. This helps the airline
operate cheaply, but not all customers find it easy.
For people who
feel confident using smartphones, it’s simple. But older travellers or people
who don’t use technology often may face difficulties. If they cannot complete
online check-in, Ryanair charges an additional airport fee, which often leads
to stress and complaints.
The “Molly”
chatbot works 24/7 and gives quick answers to simple questions. But BBC News
(2024) highlighted many cases where customers needed help with more serious
issues—like mistakes in booking or refund needs—and the bot couldn’t help at
all. Getting connected to a real person can sometimes be difficult, which
increases frustration, especially in urgent situations.
Even with these
challenges, customers still influence what Ryanair changes in its digital
services. Thousands of reviews on TripAdvisor, Trustpilot, and social media
guide the company on what works well and what needs improvement.
Jet2 Holidays
Customers
Jet2 Holidays
takes a completely different approach. They use digital tools to support the
customer at every stage of the journey. Their website and app present
information very clearly—hotel descriptions, transfers, documents, flight
details—so customers feel more confident and organised.
The Jet2 app also
sends useful reminders, such as transfer pick-up times or gate updates. Travel
Weekly (2024) notes that such small details make a big difference, especially
for families and first-time travellers.
Personalisation
is also important for Jet2. The company uses previous booking information to
offer suitable destinations or hotels. Google Travel Insights (2024) explains
that personalised recommendations improve trust and make travellers more
satisfied.
Jet2 also
actively reads customer reviews on TripAdvisor, Google and social media. These
reviews influence which hotels the company continues to work with and what
improvements they introduce in their services.
3.2 Employees and
Digital Transformation
Ryanair Employees
Ryanair employees
work in an environment where many processes are automated. Tasks that used to
be done by staff—like check-in or baggage handling—are now completed by
machines. This helps reduce costs but increases pressure on the staff who remain.
Employees must
constantly learn new systems, often through online training modules. Aviation
Ireland (2024) notes that frequent updates can be stressful, especially during
busy travel seasons. If a system fails, staff face long lines of upset
passengers, which makes their work even more stressful.
Jet2 Holidays
Employees
Jet2 employees
usually receive support from digital tools instead of being replaced by them.
Cabin crew use tablets with information about passengers, meal requests and
important flight details. This helps them stay organised and offer a more
personalised service.
Jet2 reps at
holiday destinations also rely on mobile devices. They receive updates
instantly and can solve customer problems faster.
Although Jet2
provides more training and support than Ryanair, challenges still exist. If a
tablet doesn’t work or the internet connection is weak, staff cannot access
important information. This slows down work and increases pressure, especially
during peak holiday times.
DIGITAL
TRANSFORMATION SUMMIT (2025)
SIMPLY STAKEHOLDERS (2025)
Digital tools make life easier for tourism companies, but
they also create their own set of problems. These challenges affect customers
and employees in different ways, depending on how each company uses technology.
Ryanair relies heavily on digital systems to keep costs low, while Jet2
Holidays uses technology more to support comfort and customer service. Because
of this, the issues they face are not the same.
4.1 Customer Challenges
Ryanair
One of the biggest problems for Ryanair customers is that
almost everything has to be done online. Tasks like check-in, downloading
boarding passes or changing a booking depend fully on the app or website. This
is fine for people who are good with smartphones, but it can be stressful for
older travellers or anyone who isn’t confident with technology. If they can’t
check in online for any reason, the airline charges an airport fee, and many
passengers find this unfair or confusing.
Another challenge comes from Ryanair’s chatbot, “Molly.” It
works well for simple questions, but when customers need help with something
more complex—such as a refund or correcting a mistake—it often cannot solve the
issue. BBC News (2024) reported several cases where passengers felt stuck
because they couldn’t reach a real person quickly. When someone is already
stressed at the airport, this only makes the situation worse.
Ryanair also often gets criticism for the number of add-ons
offers that appear during the booking process. While these extras help the
company earn more money, some people say it feels overwhelming or pushy. And if
the app or website suddenly stops working, the problems grow quickly long
queues form at the airport because everyone needs help at the same time.
Jet2 Holidays
Jet2 Holidays deals with a different set of digital issues.
One concern for customers is how their personal information is used. The
company collects a lot of data for bookings, hotel preferences and personalised
offers. Even though their digital security is strong, some customers still
worry when they receive very specific recommendations.
Another issue is internet access. Jet2’s app relies on
Wi-Fi to update flight details, transfer times and other information. However,
some hotels or destinations have weak connections, so travellers can’t always
access the information they need at the moment they need it.
Because Jet2 is known for good service, expectations are
high. Customers expect the app and website to run smoothly every time. If a
page loads slowly or hotel details aren’t clear, it quickly affects customer
satisfaction.
4.2 Employee Challenges
Ryanair
For staff, digitalisation also brings pressure. Ryanair
updates its systems frequently, so employees need to learn new tools and
procedures, often through online training modules. This is not always easy
during busy periods. Because so many tasks are automated, fewer staff are
available in airports, which means that when something goes wrong—like a system
crash—the employees who are on duty must deal with long lines of frustrated
passengers. With less face-to-face interaction, some staff feel that their role
has become more technical and less personal.
Jet2 Holidays
Jet2 employees rely on technology mainly to support the
customer experience. Cabin crew use tablets to check passenger information, and
resort reps use mobile devices to stay updated during the day. These tools make
the job easier, but they also mean staff depend heavily on them. If a tablet
breaks or the internet connection is weak, the work slows down, and employees
have to manage the situation without the usual tools. Jet2 also provides
regular digital training, which helps, but learning several new systems at once
can be challenging—especially for new staff or during peak travel months.
Chapter 5: Conclusion and
Recommendations
VectorStock (2025)
Digitalisation has
changed the tourism industry in a very big way. It affects everything: how
customers book a holiday, how companies communicate, and how employees do their
everyday work. In this report, I compared two major organisations, Ryanair and
Jet2 Holidays, to understand how they use digital tools and how these tools
impact customer experience. Even though both companies work in the same
industry, they use technology very differently because their business
priorities are not the same.
Ryanair focuses on low prices and fast processes. Their
digital systems are designed to reduce costs as much as possible. The mobile
app, online check-in, automated bag-drop machines and the AI chatbot “Molly”
all help the company save money. These tools work well for simple tasks and for
customers who feel confident using technology. However, the heavy dependence on
automation also brings problems. Customers often struggle when an issue is more
complicated, and it becomes difficult to reach a real person for help. Older
travellers or people who are not used to digital systems also face many
challenges, especially during online check-in. For this reason, even though
Ryanair’s tools are efficient, they do not always provide the best customer
experience.
Jet2 Holidays uses digital tools in a different way. Their
goal is to make travel comfortable, organised and stress-free. Their website,
app and digital communication are designed to guide customers through every
part of the holiday, not just the booking stage. Jet2 Travel Technologies
(J2TT) constantly improves their systems, so everything works smoothly even
with very high traffic. The mobile app gives customers clear information about
transfers, flight times, hotel details and emergency contacts. This supportive
approach helps customers feel safe and confident. However, Jet2 also has
challenges. They need to protect a lot of customer data, keep up with high
expectations and deal with issues like weak internet at destinations.
When comparing both companies, Jet2 Holidays appears to use
digital tools more effectively in terms of overall customer experience. Their
systems focus on clarity, comfort and support, while Ryanair’s systems mainly
focus on reducing costs. This does not mean that Ryanair’s approach is bad; it
simply matches their low-cost model. But if we look at customer satisfaction,
Jet2 usually performs better because their digital tools are designed around
customer needs, not just efficiency.
Recommendations
For Ryanair
- Improve
the AI chatbot
The chatbot should handle more complex questions or quickly transfer customers to a human agent when needed. - Provide
clearer instructions in the app
A simple, step-by-step guide for online check-in would help older travellers or anyone who struggles with technology. - Increase
access to human support
Even one small “speak to an agent” button during emergencies would reduce a lot of complaints. - Reduce
confusion during booking
Some customers feel overwhelmed by pop-up offers. Ryanair could make them clearer and less aggressive. - Prepare
better backup plans for system failures
Extra support staff should be available when the app or website crashes.
For Jet2 Holidays
- Add
offline features to the mobile app
Many people travel to places with poor Wi-Fi, so having offline access to tickets, transfer times and hotel info would help. - Explain
data usage more clearly
Customers would feel safer if they understood how their information is stored and used. - Offer
more digital training for employees
This would help new and existing staff feel more confident with the latest tools. - Improve
notifications during busy seasons
Flight updates, gate changes and transfer reminders should always arrive quickly. - Continue
investing in digital stability
Because Jet2 receives millions of visitors, the website and app must always stay fast, simple and up to date.
Overall, both Ryanair and Jet2 Holidays benefit from
digital technology, but they use it in different ways. Ryanair focuses on speed
and low-cost efficiency, while Jet2 focuses on support and customer comfort.
Understanding these differences helps explain why digitalisation is not the
same for every travel company and why customer experience can vary so much
depending on the strategy each company follows.
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