As a major European budget carrier shuts down its perks program after just eight months, it’s clear that members found a way to make it incredibly valuable. Market leader Ryanair has confirmed the closure of Prime, its loyalty subscription, despite over 55,000 passengers signing up for the plan. The program promised flight discounts, free reserved seats on up to 12 flights a year, and built-in travel insurance. However, the math behind the program didn’t quite add up, with Prime bringing in €4.4 million in fees but members receiving over €6 million in benefits. This unsustainable model led to the decision to end the program.
Launched in February for £79 or €79 a year, Prime was designed for frequent travelers looking to maximize their deals. With seat fees typically ranging from £4.50 to £38, members could save anywhere from £54 to £456 a year, essentially getting several low-fare flights for free if they reached the program’s 12-flight benefit cap. Despite the program ending, current members will still receive their perks through the end of their paid year.
In a rare move in an industry focused on upsells and à-la-carte pricing, Ryanair’s decision to offer bundled savings with Prime stood out. The airline’s innovative approach to costs has always been a part of its DNA, with rock-bottom base fares and additional charges for services like early checked bags and seat selection. While most airlines have been leaning into à-la-carte pricing, Ryanair’s Prime program was a unique offer in the industry.
Looking ahead, Ryanair will shift back to offering fare sales to all passengers, instead of reserving discounts exclusively for Prime subscribers. Existing members will continue to enjoy exclusive low-fare offers through October 2026. Although the Prime program is now closed to new enrollees, it’s possible that a revamped version of its benefits may resurface in the future, reimagined and sold à la carte.
As the curtain falls on Prime, it serves as a reminder of the ever-evolving landscape of airline loyalty programs. The rise and fall of this subscription model highlight the need for airlines to constantly adapt to changing consumer behaviors and demands in order to stay competitive in the market.
Peace Nero is a writer and blogger who loves to explore different topics of self-development. She shares her personal experiences in order to help people discover their true purpose in life.