(Bloomberg) -- Ryanair Holdings Plc Chief Executive Officer Michael O’Leary spent all of last year befriending the discount carrier’s clients. Now he wants to get to know them really well.

After decades preaching the “cheap and nasty” approach, Ryanair is angling for a new generation of fliers. The pitch? Taking a cue from retail giant Amazon.com Inc. with one-click buying, recommendations based on past purchases and personal info miraculously auto-filled. All available via smartphone.

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