Home » AIRLINE NEWS » Ryanair Stops New Sign-Ups For Prime Membership Scheme After Huge Discount Costs Create Unsustainable Financial Losses
Published on November 30, 2025
Ryanair has decided to end its Prime subscription service less than a year after its launch due to overwhelming demand for discounts that outpaced the revenue generated. The airline’s £79 per year service, which offered exclusive benefits like free reserved seats and travel insurance, attracted 55,000 subscribers. However, the discounts provided to members ultimately led to financial losses, prompting Ryanair to halt new sign-ups while honoring existing memberships until 2026. The decision highlights the challenge of balancing customer incentives with sustainable profitability in the competitive airline industry.
Ryanair has decided to end its Prime subscription service after just eight months, citing an unsustainable model due to the overwhelming number of discounted flights offered to members.
Launched in March, Ryanair’s Prime service was marketed as a revolutionary option for frequent flyers, promising substantial benefits in exchange for a £79 annual fee. The subscription enticed passengers with perks such as free reserved seating, travel insurance, and exclusive access to 12 seat sales each year, with one sale available per month. The scheme was hailed as a game-changer by many, with the promise of savings that could reach £420 annually for members who flew 12 times per year.
However, it seems the offering worked too well. Ryanair quickly discovered that the discounts given to subscribers outweighed the revenue generated from the scheme. Approximately 55,000 customers signed up for the service, bringing in £3.9 million (€4.4 million) for the airline. But the financial burden of providing extensive discounts soon became apparent, with the airline’s losses surpassing the income generated from the subscription fees.
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Ryanair acknowledged the situation, stating that the membership scheme’s revenue simply did not justify the significant effort and resources required to launch monthly exclusive seat sales for the 55,000 members. Consequently, the airline announced it would discontinue the program, halting new sign-ups while honoring the service for current members until October 2026.
The cancellation of the Prime service comes as a blow to the passengers who had praised the initiative in its early stages. Many customers expressed their satisfaction with the service, with some highlighting the simplicity and value it offered.
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While Ryanair’s Prime service is no longer available, other airlines continue to explore similar membership programs. Wizz Air, for example, offers an “all you can fly” scheme for £495 (€599) per year. This membership allows passengers to enjoy unlimited flights to 200 destinations across more than 50 countries, although an additional flat booking fee of £8.27 (€9.99) is required for each flight. This membership provides travelers with significant flexibility but still includes a cost per booking, making it a different proposition from Ryanair’s original model.
EasyJet also offers a loyalty program, costing £249 annually, which provides passengers with added benefits such as greater flexibility when changing flights, faster boarding, and access to premium seats. While not as extensive as Ryanair’s former offering, EasyJet’s program focuses on enhancing the travel experience with conveniences for frequent flyers.
Ryanair’s decision to end its Prime service highlights the challenges airlines face when experimenting with subscription-based models. While such services can appeal to loyal customers who frequently fly, the balance between offering value and maintaining profitability can be difficult to strike. The airline’s decision to discontinue the program after such a short period serves as a cautionary tale for others considering similar initiatives in the future.
As the airline industry continues to evolve, Ryanair’s cancellation of its Prime subscription offers valuable insights into the complexities of loyalty programs and customer incentives. While the idea of discounted, exclusive travel benefits is appealing to many, it remains to be seen how other airlines will adjust their strategies in response to changing market conditions and customer expectations.
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