Although exact details are unknown of those future regulations governing air traffic between the UK and other EU countries, in case agreements fail to ensure restriction-free flights between the UK and EU, this political outcome could reduce EU airlines access to the UK market (and vice versa, UK airlines would also lose their unrestricted access to the EU) (Aviation Voice, 2017).
Ryanair is an airline registered in Ireland (Ryanair, 2017), however, as the airline maintains large bases in the UK, unfavourable Brexit outcomes could negatively influence not just Ryanair, but other low-cost airlines' operations in the UK (Kilpatrik, 2017).
Increased competition has and will continue to force Ryanair to reduce fare prices.
· Costs: Regulation, although beneficial in some regards (cut-price deals), has also been costly for Ryanair.
In reference to the social changes occurring in the airline industry, there is a growing evidence that only those airlines will survive that are able to integrate digital channels into their distribution and marketing strategies (Accenture, 2017). Generation X) placed less emphasis on technology, however, for Generation Y travellers, technology is extremely important (Accenture, 2017).