Ryanair Axes Prime Membership After Losing Almost $2 Million

Ryanair has announced that it is discontinuing its Prime membership program only eight months after launching it.

According to the airline, the subscription created a financial imbalance, as the cost of the perks exceeded the revenue generated from subscribers.

Ryanair Prime, which cost €79 (about $92) per year, offered a mix of benefits, including discounted fares, free reserved seating on up to 12 flights per year, and travel insurance.

The program attracted about 55,000 subscribers and generated roughly €4.4 million ($5.1 million) in membership fees. However, Ryanair says it spent more than €6 million (almost $7 million) providing those benefits, leaving the airline with an estimated loss of approximately €1.6 million ($1.9 million).

Dara Brady, Ryanair’s Chief Marketing Officer, explained that the program demanded more time, money, and operational coordination than anticipated. Delivering monthly exclusive seat deals and special promotions required significant resources, and the subscription revenue did not come close to covering those expenses.

CEO Michael O’Leary had hinted earlier in the year that the €79 (about $92) price point was likely too low and that a more realistic fee might have been closer to €99 ($115). The airline now views this as a key miscalculation that contributed to the program’s short life.

Current Ryanair Prime members will keep all their benefits until their individual one-year memberships expire, and no perks will be removed early. However, the program stopped accepting new sign-ups on November 28, 2025.

For more insights, read our dedicated article on airline loyalty programs to learn how they’re managed and implemented.

Photo by Justin Möser on Unsplash