Ryanair Holdings Plc is seeking to take the edge off flying with small children in a no-frills environment by providing family-oriented amenities such as bottle warmers and free transport for pushchairs.

The new family product includes discounts for children’s seats, checked bags and travel insurance, in flight milk-warming and baby-changing facilities, and two free pieces of equipment such as buggies or cots on board, the Dublin-based said today.

The improvements add to a range of upgrades that Ryanair has introduced in recent months as Chief Executive Officer Michael O’Leary seeks to shed the image of an abrasive carrier with little regard for customer service. Measures already introduced include more allocated seating, a user-friendly online booking process and fewer fees tied to airport check-in.

“This is the latest in a long line of Ryanair customer improvements,” Europe’s biggest discount airline said in the release, adding that that it will next unveil a mobile-phone application as well as a “tailored business product” to expand beyond the no-frills model.

EasyJet Plc, Europe’s No. 2 discount airline, has successfully sought to upgrade its product from the bare-bones offering on which the carriers were founded more than two decades ago. The company is serving more first-tier airports and has built up a following among business-minded travelers.

To contact the reporter on this story: Benedikt Kammel in Berlin at bkammel@bloomberg.net. To contact the editors responsible for this story: Benedikt Kammel at bkammel@bloomberg.net.

Photo Credit: Ryanair boss Michael O'Leary is animated at a press conference. Reuters