Sound the trumpets!  Irish airline Ryanair has this week announced the latest step in its well-publicised "Always Getting Better" programme. Michael O'Leary and co have been driving a three-year plan to give the airline a more customer-friendly image, and the latest move is sure to be popular with passengers. Ryanair’s airport check-in fee has been reduced from €70 to €45, and its missed departure fee has been reduced from €110 to €100. Ryanair representatives say these fee reductions follow an enhanced sports equipment service, offering five separate sports options and lower fees for smaller items, with "further services improvements and exciting digital developments" to be introduced over the coming year. According to a statement released by the company, customers can also look forward to a brand new personalised website and app with a ‘hold the fare’ feature, destination content and fare comparison services, as well as new cabin interiors, new crew uniforms and new inflight menus.   Michael O'Leary pictured during a Bloomberg Television interview in London, U.K., on Tuesday, May 5th Ryanair Chief Marketing Officer, Kenny Jacobs said: “Europe's customers have always chosen Ryanair for our low fares and great choice of routes and through our “Always Getting Better” programme, we are continuing to improve our customer experience. Having enhanced our sports equipment offering, today we have lowered our missed departure and airport check-in fees, the latest in an on-going series of changes and we will continue to listen and improve, ensuring even greater choice and service for our 100m annual customers." The news comes as Ryanair’s April traffic grew by 16 per cent to nine million customers.