Budget airline Ryanair has made the sudden decision to pull the plug on its Prime subscription scheme, closing it to new members immediately after the service failed to attract enough customers and proved to be financially unsustainable.
A Swift Reversal for the 'No-Brainer' Scheme
Launched with considerable fanfare in March of this year, the Ryanair Prime subscription cost £79 annually. It promised members a package of benefits designed for frequent flyers, including free reserved seats, complimentary travel insurance, and access to 12 exclusive seat sales throughout the year.
The airline's Chief Marketing Officer, Dara Brady, had initially championed the scheme, labelling it a "no-brainer" for those who travelled regularly. Ryanair projected that members taking a dozen flights annually could save up to £420, a figure that significantly outweighed the subscription's cost.
The programme was capped at 250,000 members on a first-come, first-served basis. However, after eight months, the reality fell drastically short of expectations, with a mere 55,000 people signing up.
The Financial Reality Behind the Failure
The decision to scrap the scheme was driven by straightforward economics. While the 55,000 members generated a substantial €4.4 million (approximately £3.86 million) in subscription fees, the value of the discounts they received was even greater.
Ryanair confirmed that Prime members had been given over €6 million (around £5.26 million) in fare discounts, rendering the entire trial loss-making. The airline concluded that the revenue and membership numbers did not justify the continued effort required to manage the exclusive monthly sales for such a small subset of its customer base.
In a statement, Dara Brady expressed gratitude to the members who had joined the trial, assuring them that their benefits would be honoured. All existing Prime members will continue to receive exclusive low fare offers until October 2026, marking the end of their 12-month membership period.
Looking Forward: A Return to Core Priorities
This move signals a strategic refocus for the carrier. Brady emphasised that with over 207 million passengers carried this year, Ryanair's primary goal remains delivering the lowest fares in Europe to all its customers, rather than catering to a small, specific group.
The closure of the Prime scheme coincides with other recent changes, such as the airline's shift to a digital-only boarding pass system, which was implemented on November 12th. Passengers must now use the myRyanair app on a smartphone or tablet to check in and board their flights, as printed paper passes are no longer an option.
