"Why have traditional low cost airlines reached the beginning of the end? Well, why did they succeed in carving out huge market shares from traditional airlines in the first place? They succeeded because they understood the over-riding priority of travellers in the late 90’s and early millennium: Low cost. Nothing else mattered, really. And the reason was that we all suddenly had the opportunity to visit Rome, Barcelona, Dublin and Paris several times a year for weekend get-aways, Champion League matches or visiting friends and family. It was a shift on the same scale as the removal of the iron curtain in 1989. It gave the peoples of Europe the freedom and, not least, the possibility to travel."
