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And Ryanair wants to upsell you during the buying process, which they can't do as well, if you don't buy on their site.

• sureIy 2y ago
  This is the reason. Nothing is stopping airlines from offering 1-click bookings, except that lengthy funnels bring in tons of cash. Ryanair has been a master at this since the beginning of time. In 2020 I booked a flight directly on Google Flights and the booking was complete before I even realized, it was so simple. I never found that UI again.
  • throwaway2037 2y ago
    > I booked a flight directly on Google Flights Does anyone else have the experience where 25-50% of the click-here-to-buy from Google Flights just don't work? Is it bait-and-switch from the carrier?
    • ricardobeat 2y ago
      The underlying systems are old, slow and have multiple layers of caching, plus it’s a huge search space, so you’re never really seeing real-time availability. It’s just the nature of it that a lot of the times the tickets are already gone, though Google used to be one of the most reliable.
    • miohtama 2y ago
      It has happened for me many times, so could have some truth here