Last night’s BBC 1 Panorama investigation failed to expose much new on the budget airline giant’s successful business model, according to an expert.

Janet Titterton, business planning director at ancillary revenue specialist Collinson Latitude, said the programme provided “little new information” about the Irish carrier’s unprecedented success ...

“Ryanair’s model succeeds as it remains true to a low cost carrier business strategy, pushing its 'best price' positioning.

“Conversely, competitors that have for years promised superior service will face the disdain of their passengers if they suddenly remove the add-on elements that their customers have come to expect as part of the flight,” she warned ...

Titterton added: “It’s too simple to suggest that the Ryanair model is wicked. More to the point is the reality that brands survive when their priority is to build long-term customer relationships – not short-term profits.”