Login
Ryanair Calls for EU Crackdown on eDreams Following €9 Million Italian Fine
In the fast-paced world of digital travel, the line between a “great deal” and a “hidden fee” is often thinner than a boarding pass. This week, that line became a central battlefield as Ryanair, Europe’s largest low-cost carrier, called upon European Union regulators to take a “stronger stance” against the online travel agency (OTA) eDreams.
The spark for this latest escalation? A €9 million fine was handed down by Italy’s Competition Authority (AGCM) against eDreams for what the regulator described as “clearly deceptive” and “unquestionably manipulative” practices related to its Prime subscription service.
The “Prime” Problem: What the Investigation Found
For many travelers, eDreams Prime promises a world of discounts on flights and hotels for an annual fee. However, the Italian antitrust investigation painted a far less rosy picture. The AGCM identified several “dark patterns”—digital design tricks intended to steer users into decisions they might not otherwise make.
According to the regulator, eDreams:
- Misrepresented Discounts: In many cases, “Prime” prices were actually higher than those shown to non-subscribers.
- Hidden Fees: Intermediary fees were often disguised within the total flight price rather than being transparently disclosed.
- Forced Subscriptions: Users were often funneled into the most expensive subscription tier (Prime Plus) by default or were charged for “free trials” without adequate warning.
- Retention Roadblocks: The authority also slammed eDreams for making it nearly impossible for users to withdraw from the program, using “aggressive” customer service tactics to keep them paying.
The total fine was split into two parts: €6 million for the deceptive pricing and €3 million for the aggressive barriers to cancellation.
Ryanair’s “Light-Touch” Critique
While a €9 million fine might sound substantial, Ryanair has dismissed it as a “light-touch” penalty. In a characteristically blunt statement, the airline argued that the fine is far too lenient to act as a real deterrent.
“Today’s Italian decision confirms what we’ve been saying for years,” said Dara Brady, Ryanair’s Director of Marketing and Digital. “eDreams’ business model depends on deceptive practices while disguising their own intermediary fees inside inflated airline fares.”
Ryanair’s frustration stems from a long-standing war with “screen scrapers”—agencies that pull data from the airline’s website to resell tickets, often at a markup. While Ryanair has recently signed “Approved OTA” agreements with giants like Booking.com, Lastminute, and Kiwi, eDreams remains a prominent holdout. The airline claims that while its partners have agreed to price transparency, eDreams continues to overcharge unsuspecting passengers.
The Ripple Effect Across Europe
The Italian ruling is not an isolated incident. It follows a string of legal blows against the OTA model in other jurisdictions.
- In Germany, the Hamburg Regional Court recently ruled that eDreams’ price displays were misleading, specifically regarding seat reservations and baggage fees.
- The Wider EU Context: Ryanair is now leveraging the Italian fine to push for a block-wide crackdown. They are urging the European Commission to enforce a standardized “Transparency Requirement” that would force all OTAs to show the base airline price alongside any additional service fees.
A Human Perspective: The Weary Traveler
Beyond the corporate sparring and legal jargon lies the actual victim: the traveler. We’ve all been there—trying to book a quick weekend getaway, only to find the final checkout price is 30% higher than the headline fare.
When an OTA uses “emotional persuasion” or “time-pressure techniques” (like those flashing “only 1 room left!” signs), it strips away the traveler’s ability to make an informed choice. Ryanair’s push for direct booking isn’t just about their bottom line; it’s a call for a return to a “what you see is what you get” economy. However, critics of the airline point out that Ryanair itself has faced numerous fines for its own complex fee structures in the past, leading some to view this as a “pot calling the kettle black” scenario.
Looking Ahead: What Happens Next?
eDreams has already announced its intent to appeal the Italian fine, claiming their Prime service offers “substantial savings” and that the decision misrepresents standard retail mechanics.
As the case moves to the European stage, the outcome will likely dictate the future of how we book travel. If Ryanair succeeds in its lobbying, we could see a massive shift in the digital landscape, where OTAs are forced to operate more like travel consultants and less like hidden-fee middlemen.
For now, the advice for travelers remains simple: Compare the “final” checkout price on the OTA with the price on the airline’s official app. A few extra clicks could save you more than any subscription ever will.
The post Ryanair Calls for EU Crackdown on eDreams Following €9 Million Italian Fine appeared first on Travel And Tour World.