"Ryanair" changes rules: free seats for families with children and a new loyalty strategy

Europe's largest low-cost airline, "Ryanair", is making a significant change to its seating policy that affects millions of families. From now on, parents traveling with young children will be able to sit together without paying an additional seat selection fee – the company will assign them seats for free after online check-in.

Up until now, the standard practice at "Ryanair" was for parents to pay a seat reservation fee – on average about 8 British pounds (approximately 10 euros) each way – to guarantee they would sit next to their child. Under that policy, one adult who paid for their own seat could secure up to 4 free seats for children in the booking, located next to them. The new model removes this mandatory paid step for the adult when the family does not insist on choosing a specific row or area in the plane.

According to the company's official position, the new scheme will work as follows: when booking for a family with children (usually aged 2 to 11), the system will automatically allocate free seats for parent and child so that they sit together. This allocation will take place after check-in, rather than at the time of ticket purchase. "Ryanair" specifies that this decision brings it "in line" with the practices of most other European carriers.

There is also an important detail: free family seats will be allocated mainly in the back of the plane, where demand is lower, while the front rows will remain reserved for passengers who have paid extra for preferred seats or priority boarding. If parents want to sit closer to the front of the plane, they will have to pay the corresponding seat selection fee – just as before.

The change is not accidental – it comes against the backdrop of an investigation by the British regulator, the "Competition and Markets Authority" (CMA), which was examining whether "Ryanair's" previous policy was "unfair" to consumers. The regulator noted that while other major airlines automatically seat children next to their parents at no extra charge, "Ryanair" required a mandatory paid reservation for the adult to guarantee this.

The company's CEO, Michael O'Leary, commented that "Ryanair" "will reluctantly adapt to the industry standard," while insisting that the previous policy was "fully in line with regulations" and gave families "certainty" about their seats at the time of booking. In an official statement, the airline describes the change as a "small policy adjustment" which they believe will be "revenue neutral".

From the passengers' point of view, however, the effect is significant. Families who until now paid 8 pounds each way per adult to be sure they would sit next to their child can now save this cost if they do not insist on a specific row. For frequent-flying parents, this could mean dozens of euros saved annually, especially on flights with multiple children.

For "Ryanair", the new policy also has a strategic aspect. In its public comments, the company emphasizes that it remains the "cheapest airline in Europe" and that family travelers "will continue to save billions of euros annually" by choosing its lines. At the same time, the change reduces pressure from regulators and cleans up the company's public image on a sensitive topic – the safety and comfort of children on board.

From the perspective of the general air transport market, "Ryanair's" move closes another niche where low-cost airlines were often criticized – additional fees for "basic amenities" that passengers perceive as an inseparable part of the trip. After the change, pressure on other carriers that still charge for such services is likely to increase, as families increasingly compare not only ticket prices but also policies for seating and baggage.

The new "Ryanair" policy does not cancel all seat fees – it is focused on allowing a parent and child to sit together without an extra charge. Passengers who want specific seats – for example, more legroom, exit rows, or front seats for faster disembarkation – will continue to pay the standard fees. But for many families, the basic guarantee of "the child next to the parent" at no extra cost is exactly what they expect from a modern airline.