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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 analyzes 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. Answering questions such as 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 Are they safe?, this is the real story of these revolutionary airlines.
Simon Calder is a senior travel correspondent for the Independent, a contributing editor of Conde Nast Traveller, and a frequent BBC radio and television presenter.