Aer Lingus is to follow arch-rival Ryanair by relaunching its website and improving its mobile app.
The online revamp is disclosed in the Irish airline’s annual report which was published this morning.
The airline also plans to replace its passenger reservation system with “state of the art technology”.
Outlining plans to develop merchandising and retail offers, chief executive Christoph Mueller said: “Short haul markets continue to be very competitive in the first quarter of 2014 and we are alert to the changes that our principal short-haul competitor is starting to make to its business.
“Although we continue to experience challenges in our shor- haul routes, this remains an important and attractive business for us.
“We will continue to evolve our product and customer propositions in 2014 to ensure that we remain competitive in both our long and short-haul markets. Our focus will be on value for the customer and on our cost base.”
He warned that the first quarter of 2014 would be weaker than last year “reflecting market conditions and the timing of Easter”.
Mueller added: “Based on current trading, we expect our operating result for 2014, before net exceptional items, to be broadly in line with 2013 (€61.1 million).”
Aer Lingus plans to introduce fully lie-flat seats on long-haul flights by the first quarter of next year and is to move to the new Queen’s Terminal at Heathrow this summer.