No Frills

The rise of new and dynamic low cost airlines, spearheaded by easyJet, Ryanair, Go and Buzz, is currently Europe's biggest business success story. This title provides analysis of this unexpected aviation business phenomenon and investigates the entrepreneurs who took the risks, including easyJet's Stelios Haji-Ioannou, Ryanair's Michael O'Leary and Go's Barbara Cassani. Millions of people who were previously put off air travel on the grounds of expense are now winging their way around Europe at rock-bottom prices. But where did it all start? Who came up with the idea of ticketless booking via the Internet? How do these airlines make such profits when seats are so cheap? Is this the pattern for all future air travel? And possibly the biggest question of all: are they safe?