Ryanair Halts Discount Program Due to Low Demand - Ryanair axes its Prime subscription after just one year of operation
Ryanair has scrapped its 'Prime' subscription programme after just over a year. The budget airline cited financial concerns as the main reason for ending the scheme. Marketing chief Dara Brady confirmed the decision, stating that the costs outweighed the benefits generated by the service.
The 'Prime' programme launched in April 2023, offering customers discounts on flights in exchange for a one-time €79 fee. Members received perks such as monthly exclusive ticket deals, free seat reservations, and travel insurance for booked flights. Ryanair had claimed the scheme could save travellers up to €405 annually, with benefits becoming noticeable after just three trips.
The cancellation of 'Prime' marks the end of Ryanair’s experiment with a subscription-based discount model. The programme’s low adoption and financial losses led to its early termination. Customers with active subscriptions will continue to access their benefits until the original end date.
