Ryanair Scraps Prime Club After 8 Months

Ryanair has announced the closure of its Prime frequent flyer membership club after an eight-month trial. The program, launched in February, offered benefits such as flight discounts, free seat reservations, and travel insurance. Despite attracting 55,000 members and generating €4.4 million in revenue, the airline stated that customer benefits amounted to over €6 million, deeming the initiative a loss-maker.

Dara Brady, Ryanair's chief marketing officer, explained that the subscription revenue did not justify the operational costs. Consequently, the airline will revert to offering discounts to all customers rather than a select group. Existing Prime members will continue to enjoy their exclusive offers and savings until their 12-month membership concludes in October 2026, with no new memberships being accepted after November 28, 2025.

This move comes as Ryanair, a major player in the budget airline sector, continues its strategy of innovative revenue generation. Historically, the company pioneered fees for services like checked baggage and seat selection, adapting its business model to maximize earnings alongside its low-fare appeal. The closure of the Prime club reflects a recalibration of its customer loyalty strategies.