RYANAIR PRIME MEMBERSHIP

Failure in Motion
Written By

2025

Ryanair Prime was a loyalty scheme for frequent flyers. For €79 a year, flyers got free reserved seats, travel insurance and access to special exclusive deals. Sounds good - right?

The problem? It was a bit too good for customers. The loyalty scheme cost the airline more than €1.5 million. Instead of generating new revenue, the program clashed with the low-cost airline's business model that is famous for ruthlessly charging for extra services. This loyalty membership allowed customers to avoid the charges that sustain Ryanair’s business model.

After only eight months, the program quietly disappeared.


Additional info:

Euronews - Ryanair scraps prime membership service after just eight months 

The Irish Times - Ryanair axes subscription service after it costs airline €1.6m

Marketing Week - Ryanair closes loyalty programme after eight months

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