Ryanair has announced plans to halve its excess baggage fee in a bid to win back angry customers after chief executive Michael O'Leary admitted that the budget airline has an "image problem".
The company said it is rewarding customers with an "early Christmas present" by slashing its controversial excess fee to €10 (£8) from €20, starting Monday.
The move comes after O'Leary told shareholders that the company needs to "eliminate things that unnecessarily p**s people off" and soften its macho image.
The businessman himself has come under fire for his abrasive language and rude manners. He is known for describing customers who forget to print their boarding pass as "idiots".
O'Leary recently caused uproar when he joked about charging passengers for using the toilet during a flight.
But Ryanair is trying to make amends in a bid to cement its position against rival easyJet, which recently reported a 51% increase in pretax profit.
The company has announced plans to improve its website, revamp its customer service on Twitter and introduce "quiet flights", which will be in operation between 9pm and 8am, with minimal public announcements and lower lights so passengers can sleep.