Ryanair Cancels Prime Loyalty Program as Member Savings Exceed Revenue

November 29, 2025 at 10:38 AM•1 min read•Alice Giddings

Ryanair has discontinued its Prime subscription service after just eight months, citing that customer fare discounts significantly outweighed the revenue

Key Points

1Ryanair discontinued its Prime subscription service after only eight months, citing that customer discounts made the scheme unprofitable.
2The program generated £3.9 million from 55,000 members but resulted in £5.3 million in fare discounts for customers.
3Existing Prime members will continue to receive benefits until their 12-month subscriptions expire, with the service ending by October 2026.

Ryanair has ceased its Prime subscription service after only eight months of operation, attributing the decision to the program's unprofitability. Launched in March, the annual £79 membership was initially touted as a 'game-changer' for frequent flyers, offering benefits such as free reserved seats, travel insurance, and access to 12 exclusive monthly seat sales.

The budget airline reported that while the scheme attracted approximately 55,000 members, generating £3.9 million (€4.4 million) in revenue, the fare discounts provided to subscribers amounted to £5.3 million (€6 million). Ryanair CMO Dara Brady confirmed that the trial incurred more costs than it generated, making the effort to manage monthly exclusive sales for its Prime members unjustifiable.

While no new sign-ups will be accepted, current Prime members will retain access to their benefits until their 12-month subscription period concludes, with the service fully phasing out by October 2026. The move comes despite initial positive feedback from customers who praised the scheme for its potential savings for frequent travelers.