Ryanair has made the dramatic decision to terminate its Prime subscription loyalty scheme after a trial period of just eight months, concluding that the programme was too successful in providing cheap flights for its customers.
A Promising Start Cut Short
Launched in March 2025 with an annual fee of £79, the Ryanair Prime service was initially marketed as a revolutionary offering for frequent flyers. Members received a suite of benefits, including free reserved seats, free travel insurance, and access to 12 exclusive seat sales per year—effectively one discounted booking opportunity each month.
The airline had projected that savvy travellers could save up to £420 annually by maximising the scheme's benefits. However, the financial reality for Ryanair proved far less optimistic.
The Numbers Behind the Closure
The programme attracted approximately 55,000 subscribers, generating an estimated £3.9 million (€4.4 million) in membership revenue for the budget carrier. Despite this substantial income, the discounts redeemed by Prime members quickly surpassed this figure.
Ryanair's Chief Marketing Officer, Dara Brady, confirmed the scheme's financial failure, stating, "Our Prime members have received over €6 million (£5.3 million) in fare discounts, so this trial has cost more money than it generates."
Brady further explained that the level of membership and subscription revenue did not justify the operational effort required to launch monthly exclusive sales for the Prime member base.
What Happens Now for Members?
While the scheme is now closed to new registrations, existing 55,000 Prime members will retain their benefits until October 2026, honouring the full term of their annual subscription.
"We are grateful to our 55,000 Prime members who signed up to this Prime trial over the last eight months, and they can rest assured that they will continue to enjoy exclusive flight and seat savings for the remainder of their 12-month membership," CMO Dara Brady added.
The cancellation will disappoint many passengers who had praised the initiative. Metro reader Angela Keating previously described it as "a good deal for frequent flyers," while Chris Robinson called it a "game-changer for people who travel a lot."
The swift demise of Ryanair Prime highlights the challenging economics of airline loyalty programmes in the competitive budget travel sector, where razor-thin margins can be quickly eroded by generous customer discounts.
