Ryanair is well established in the Italian market, is a respected player and could probably succeed where Lufthansa failed. Recently, the German carrier created an ill-fated Italian subsidiary, Lufthansa Italia, which was disbanded when it proved unsustainable.
Can Ryanair implement a genuine strategic reorientation by adapting its economic model to new realities or by seizing short-term opportunities? Serving Zaventem and Fiumicino involves an all-new marketing strategy and an acceptance of major airports' higher costs. But the move could help the airline garner a bigger share in the business travel market, with the benefit of higher yields. Indeed, the Belgo-Italian laboratory could forge the Ryanair of the future.