The Buttcomfort is the world’s first travel comfort metric (web app). Ryanair introduces a new industry score that measures the physical comfort of every flight. In the airline industry, physical discomfort is the only factor no one openly addresses. Despite leading the low-cost segment, Ryanair is still defined by a trade-off: lower fares in exchange for less comfort.
This creates a paradox: everyone knows Ryanair is not the most comfortable airline, yet no one can objectively measure that discomfort.
Our goal is to turn Ryanair's biggest weakness into a trust-building asset. By becoming the first airline to make discomfort transparent and measurable, Ryanair can redefine its brand through radical honesty.
We are introducing "Buttcomfort" – the world's first index for air travel. Alongside price and flight duration, every flight receives a Buttcomfort score that predicts in advance how physically comfortable the journey is likely to be.
The rating is calculated using flight duration, layover time, overnight flights, and real passenger reviews. Travelers now know what level of comfort to expect before booking.
For Ryanair, this is an act of radical transparency. Instead of hiding a product limitation, the brand becomes the first airline to measure and openly disclose it, setting a new industry benchmark.
MODELED RESULTS- Category Leadership Through Radical Transparency
- Earned Media And Cultural Conversation
