Published on
November 28, 2025
Ryanair has shut down its Prime membership program, just eight months after it was launched, which positioned the low-cost carrier as the largest in Europe. The airline confirmed that it was due to financial losses because the cost of offering benefits outweighed the revenue generated from membership subscriptions. Despite 55,000 members signing up to the trial, the program did not realize its full potential, leading it to be ultimately discontinued, proving how exposed the travel industry is when it comes to over-exploitation of such loyalty programs.
The Prime Membership Scheme: Intended Benefits and the Travel Industry’s Challenge
Ryanair’s Prime membership, launched in February, offered benefits such as discounted flight fares, reserved seating, and travel insurance for an annual fee of €79 or £79. These perks were attractive to frequent flyers, with potential savings ranging from £54 to £456 for those using the maximum number of 12 flights per year. While the initial customer sign-up rate appeared promising, the scheme exposed the challenges in balancing customer loyalty programs with financial sustainability in the highly competitive travel market.
The overuse of benefits by members, such as taking advantage of the discounted fares and free seat reservations, led to an imbalance between the subscription fees collected and the costs incurred by Ryanair to provide the perks. With €4.4 million in membership fees but more than €6 million in benefits given to customers, the airline’s travel loyalty program quickly became unsustainable, revealing how travel companies can face challenges in managing loyalty schemes.
Financial Strain on Ryanair’s Travel Business and the Broader Travel Impact
Dara Brady, Ryanair’s Chief Marketing Officer, acknowledged the financial strain caused by the Prime program, stating that it became too costly to manage. “This trial has cost more money than it generates,” Brady remarked, emphasizing that the effort involved in creating exclusive deals and monthly seat sales for members did not justify the subscription revenue. The closure of the Prime program highlights how innovative loyalty programs in the travel industry can sometimes have unintended financial consequences when customer demand exceeds the company’s ability to profitably sustain the offered benefits.
For travelers, the closure impacts not only their access to discounted fares and seats but also serves as a reminder of the complex relationship between customer benefits and travel company profitability. Ryanair’s decision to retract this offering reflects how airlines must constantly adapt their business models to ensure that loyalty programs contribute positively to their overall financial health, while still providing tangible benefits to travelers.
Travel Industry Trends: The Shift Away from Subscription-Only Perks
The Prime membership closure also signals a shift in how airlines approach customer loyalty and travel perks. In the budget travel sector, where low fares are a primary draw, programs like Ryanair’s Prime can struggle to balance profitability with value-added services. While some travelers enjoy the perks of frequent flyer programs, Ryanair’s model shows the challenges faced when trying to create exclusive memberships in an industry that thrives on affordable fares for a wide customer base.
As the airline industry recovers from past disruptions, Ryanair’s approach emphasizes a return to offering general discounts to all customers rather than catering exclusively to a small group of subscribers. The wider travel market impact of this decision will likely affect how other airlines implement their own loyalty programs, especially in the budget airline sector where frequent flyer memberships often require a fine balance between customer satisfaction and financial sustainability.
Current Members Still Benefit, But New Sign-Ups Will Be Halted
While Ryanair Prime members will still be able to enjoy exclusive low-fare offers and seat savings until October 2026, the airline has made it clear that no new members will be allowed to sign up after Friday, November 28, 2025. Current members can continue to enjoy the perks they initially signed up for until their 12-month membership expires.
For travelers who joined the program, the closure may signal a shift back to more inclusive discount offerings, allowing them to continue enjoying affordable fares on Ryanair’s vast route network without being tied to a specific membership program. While it may disappoint some frequent flyers who were looking forward to longer-term benefits, it highlights the reality that travel loyalty programs are not one-size-fits-all solutions and must evolve based on market needs and financial viability.
Ryanair Returns to Its Core Focus on Affordable Travel
The closure of the Prime scheme marks a return to Ryanair’s traditional business model, which has made it one of the leading budget airlines in Europe. Known for its low-cost flights and innovative fee structures, Ryanair will focus on offering discounts and promotions to a broader customer base, rather than exclusive benefits for a select group. This shift back to a more inclusive model aligns with Ryanair’s long-standing emphasis on providing affordable travel to millions of passengers across Europe.
For travelers, this means that Ryanair’s focus will remain on delivering the best possible fares across its extensive network, while still offering added-value services like reserved seating and priority boarding on a pay-per-use basis.
Ryanair’s Travel Strategy Adaptation Reflects Industry Trends
It foreshadows the problems an airline may encounter in balancing innovative customer offerings with financial sustainability. Although this may be a loss for the frequent flyers, it is also a vital reminder that keeping a balance between customer benefits and company profitability is crucial within the travel industry. As Ryanair turns back to general discounts, the trend mirrors the wider industrial changes in how airlines readjust their loyalty policies in relation to altered dynamics and behavior of the market or customers. The travel industry will keep on changing, and Ryanair’s adjustments highlight the importance of flexibility in the management of loyalty programs that are both sustainable and beneficial to customers and companies alike.
Image Source: Ryanair
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