Ryanair, Europe’s largest low-cost airline, took a bold step this week in its ongoing campaign against hidden travel fees and consumer confusion by launching its new Travel Agent Direct (TAD) platform. The move, announced on August 12, 2025, marks the airline’s latest effort to ensure that passengers booking through offline travel agencies enjoy the same price transparency and direct communication as those booking on Ryanair’s own website.
For years, Ryanair has been locked in a battle with unauthorized online travel agencies (OTAs), which the airline accuses of scraping its data, adding hidden markups, and misleading customers about the true cost of flights. According to Ryanair’s newly released August OTA Survey, some of the most popular OTAs—including eDreams, Tix, Vola, and Latamy—are charging customers up to 148% more than the prices available directly through Ryanair.com. The survey found the most egregious example at eDreams, which charged €15.01 for a seat reservation that costs just €6.05 on Ryanair’s website.
"The August investigation shows that a number of OTAs, which do not have a deal with Ryanair, such as eDreams, Tix, Vola and Latamy, continue to cause harm to unsuspecting consumers by overcharging them up to 148% above the prices on our website," said Dara Brady, Ryanair’s Marketing & Digital Director, in a statement reported by TornosNews. He continued, "Yet governments and consumer protection authorities, and the – in our opinion – useless Spanish Consumer Minister, Bustinduy, are doing nothing to prevent this harm. We call on EU governments and authorities to take immediate action against these overcharging, which are affecting consumers across Europe and in Spain in particular."
This strong language reflects Ryanair’s mounting frustration with what it describes as regulatory inaction. The airline made special mention of Spain, where eDreams has a significant market presence, yet, according to Ryanair, continues to overcharge customers without facing any sanctions. The Spanish Consumer Minister, Pablo Bustinduy, was singled out for criticism, with Ryanair describing him as "inactive" in protecting Spanish consumers from these practices.
The launch of TAD is Ryanair’s answer to this persistent problem. By giving offline travel agencies direct access to its vast network—comprising more than 3,600 daily flights to over 230 destinations across Europe—the airline hopes to ensure that only authorized partners can sell its tickets. This, Ryanair argues, will guarantee passengers full price transparency and protect them from hidden markups.
"We are delighted to launch our Travel Direct platform which means authorised travel agencies will have access to Ryanair’s low-fare flights to over 230 destinations for their customers, provided they ensure full price transparency for all Ryanair flights and products," said Dara Brady, Ryanair’s Chief Marketing Officer, in the official company release. "The launch of TAD is a further demonstration of our ongoing commitment to fair and transparent distribution practices as passengers will now only see true Ryanair prices and will be guaranteed that their contact details will be provided to Ryanair, so that we can contact them directly for essential information about their flight."
For passengers, the benefits are clear: booking through an authorized agent using TAD means getting the real Ryanair price, not an inflated one. It also means receiving direct updates from the airline—without having to jump through hoops for customer verification. This is a significant shift, as in the past, customers who booked through unauthorized OTAs often found themselves in a bureaucratic maze when trying to change flights, receive notifications, or resolve problems.
Ryanair’s commitment to transparency is not just about protecting its brand; it’s also about future growth. The airline has set its sights on carrying 300 million passengers per year by 2034, a staggering target that would cement its position as the dominant player in European aviation. To reach that goal, Ryanair knows it must win—and keep—the trust of travelers who are all too often burned by hidden fees and murky booking practices.
Yet, the broader context is one of ongoing tension between airlines, OTAs, and regulators. While Ryanair’s approach is to work only with authorized partners and demand price transparency, many OTAs argue that their platforms offer consumers more choice and convenience. Some industry observers have pointed out that OTAs can help passengers compare prices across multiple airlines, potentially saving money—so long as the displayed prices are honest and upfront.
Ryanair, however, maintains that too many OTAs are not playing fair. By scraping flight data without permission and tacking on extra charges, these agencies can make Ryanair’s famously low fares look much higher than they actually are. The airline’s recent survey provides concrete examples: a seat reservation that should cost just over six euros balloons to more than fifteen euros when booked through an unapproved OTA. For budget-conscious travelers, that difference can mean the world.
In response to these findings, Ryanair is not just pointing fingers—it’s calling for action. The airline has urged EU governments, consumer ministers, and protection authorities to introduce mandatory price transparency rules, holding all OTAs to the same standard as Ryanair’s approved partners. As the company sees it, this is the only way to stamp out misleading pricing and restore consumer trust.
But so far, progress has been slow. According to Ryanair, many European agencies and consumer ministers are still ignoring the issue, leaving travelers vulnerable to overcharging. The company’s frustration is palpable, particularly with the situation in Spain, where, despite repeated complaints, no significant action has been taken against offending OTAs.
For travel agents themselves, the launch of TAD could be a game changer. With direct access to Ryanair’s network, agencies can offer their customers the same low fares and real-time updates as those booking directly. And for the airline, it’s a way to expand its reach while maintaining control over how its flights are sold and priced.
Looking ahead, Ryanair’s strategy is clear: grow its passenger numbers, partner only with trusted agents, and keep up the pressure for regulatory reform. As the company pushes toward its ambitious 300 million passenger target, the stakes couldn’t be higher—not just for Ryanair, but for anyone who books a flight in Europe.
In the end, Ryanair’s latest moves are about more than just selling tickets. They’re about trust, transparency, and the ongoing battle to put passengers—not hidden fees—at the heart of air travel.
