Cyrano -I had a conversation with someone who manages much of the website + app look-and-feel for a very large consumer travel company. He mentioned that sales through apps were significant enough to be worthy of a fair bit of his time.
Suppose Ryanair did a commission based deal on creating their website and charged people to access their website but booking by phone was free - what effect would that have on sales ?
An app may be a bit of a toy but it's ultimately a sales channel. Companies should make it easy to buy their product but I guess Ryanair have a different view of things...