Ryanair Cancels Subscription Service After Losing €1.6 Million
Ryanair has officially terminated its subscription service, named Prime, following an unrecoverable loss of approximately €1.6 million. This service, launched in March, allowed members to book up to 12 discounted flights annually, costing €79 per year.
Details of the Ryanair Prime Subscription Service
- Launch Date: March 2023
- Annual Cost: €79
- Membership Cap: 250,000 subscribers (original goal)
- Actual Sign-ups: 55,000 members
- Total Subscription Revenue: €4.4 million
- Total Discounts Provided: Over €6 million
- Expected Savings: Up to five times the subscription cost for frequent flyers
The Subscription Offering
The Prime subscription included a monthly email highlighting discounted fares and promotional information. Members were eligible for travel insurance covering cancellations, delays, baggage issues, and medical treatment.
Closure Announcement
In a statement, Ryanair indicated that the eight-month trial did not produce sufficient revenue to justify its continuation. Dara Brady, Ryanair’s Chief Marketing Officer, noted that while the service had potential, it ultimately resulted in financial loss.
Despite the closures, current Prime members can continue using exclusive offers until October 2026. New memberships will not be accepted from this point forward.
Future Focus for Ryanair
Ryanair aims to refocus its efforts on offering the lowest fares in Europe. The company serves more than 207 million passengers annually and intends to prioritize affordability for all customers rather than a limited subset of subscribers.
