Name: Michael Rutter
Title: Chief Revenue Officer
Company, city: Aer Lingus; Dublin, Ireland
Number of employees: 4,000
Recent project: Re-imagining and re-launch of Aer Lingus business class
First job: General secretary, U.K. students’ union
Little-known fact about you: I ran the European launch of Ray-Ban’s Men in Black campaign, dressing up as Tommy Lee Jones to deliver the launch show to 1,000 European opticians.
Your Business
Essential business philosophy: Treat business like sport. Set clear, measurable goals and inspire the team to reach them. Understand that individuals are motivated differently, so tailor your approach. Lead by example: participate visibly in the work rather than simply delegating. Keep strategies simple and constantly ask what “good” looks like and what steps are required to achieve it.
Best way to keep a competitive edge: Establish a global benchmarking program against competitors and implement a systematic listening process that captures feedback from at least 2 percent of your customers every month. Be the customer: regularly experience your own product and competitors’ products as a typical passenger, not as a VIP. Encourage a risk-tolerant culture that supports bold, creative ideas. That mindset enabled the airline to be an early adopter of baggage charges in 2005, a change that significantly improved aviation profitability.
Yardstick of success: Measured by shareholder return, Net Promoter Score, the level of intelligent risk my team takes, and the volume of business my team generates.
Michael Rutter as a Traveler
What is the most important item you take when traveling? My Wenger backpack as carry-on, organised with compartments for power cables and plugs, MacBook, iPad, Kindle and other essentials.
How do you spend your time on board? Mostly working. In-flight WiFi keeps me productive—Aer Lingus offers transatlantic connectivity so I can stay in control while airborne.
What is your favorite restaurant in the world? Jing Fong Restaurant, New York City; I enjoy dim sum and the lively atmosphere of traditional Cantonese restaurants.
What is your favorite destination in the world? La Manga Club, Murcia, Spain. We bought a house there; it’s where my children have grown up and where I can relax and escape daily pressures.
About Aer Lingus
Aer Lingus recently debuted a refreshed business-class product. Tell our readers about the new cabin.
The redesigned business cabin offers a fully lie-flat bed that stretches to 6 feet 5 inches, quieter night-time environments, and a food platform that showcases the best of modern Irish cuisine. Entertainment has been upgraded with a 16-inch HD touchscreen and a significantly expanded selection of films and TV shows. Free WiFi is available across the Atlantic, and seats include practical in-seat storage for laptops and added comfort features such as massage functions. Aer Lingus continues to provide exceptional value: prices remain about 20 percent below the European average while delivering a product that rivals premium competitors.
What can premium travelers expect from the on-the-ground experience?
Passengers will find enhanced lounge and ground services. A new arrivals lounge at Dublin Airport offers shower facilities, changing areas and pressing services so business-class guests can freshen up after long flights. A dedicated business-class check-in area is planned for Dublin Airport. In New York, a new business-class lounge at JFK Terminal 5 introduces a pre-dine service for business-class customers. Additionally, passengers can pre-clear U.S. Immigration and Customs in Dublin and Shannon, saving significant time upon arrival in the United States. Ireland’s unique position in offering pre-clearance makes Dublin a convenient European transit gateway.
What can North American travelers look forward to from a visit to Ireland in 2015?
Highlights worth visiting include Literary Dublin, Killarney National Park, the Wild Atlantic Way, the Rock of Cashel, Kilmainham Gaol, Brú na Bóinne, Giant’s Causeway, the Dingle Peninsula, the Cliffs of Moher—and finishing the day with a perfect pint and great music.