Less than a year after launch, Ryanair has pulled the plug on its €79-a-year ‘Prime Member’ scheme, saying the eight-month pilot generated €4.4 million in fees but delivered €6 million in fare discounts—a net loss the airline deemed unsustainable. Chief Marketing Officer Dara Brady said the resources required to run monthly seat sales “do not justify” continuation given only 55,000 members signed up, far short of the 250,000 target.
Existing subscribers will keep benefits—including free reserved seating and travel insurance—until their 12-month term ends, but no new memberships will be sold. Rival carriers such as Wizz Air and OTA eDreams ODIGEO operate successful subscription models, highlighting the fine margins in ultra-low-cost aviation.
![Ryanair axes ‘Prime’ subscription after trial loss, signalling caution on airline memberships]()
For Irish corporates, the decision removes a potential tool for lowering short-haul ticket costs, particularly on the Dublin–London corridor. Travel managers should audit booking platforms to deactivate automatic ‘Prime’ upsell prompts and re-model savings projections for 2026 budgets.
The timing also coincides with Ryanair’s early Black Friday promotion, offering ‘buy-one-get-one-half-price’ fares for travel through February 2026. Companies may still claw back some savings in the short run but should be wary of relying on subscription discounts for long-term cost management.
Existing subscribers will keep benefits—including free reserved seating and travel insurance—until their 12-month term ends, but no new memberships will be sold. Rival carriers such as Wizz Air and OTA eDreams ODIGEO operate successful subscription models, highlighting the fine margins in ultra-low-cost aviation.
For Irish corporates, the decision removes a potential tool for lowering short-haul ticket costs, particularly on the Dublin–London corridor. Travel managers should audit booking platforms to deactivate automatic ‘Prime’ upsell prompts and re-model savings projections for 2026 budgets.
The timing also coincides with Ryanair’s early Black Friday promotion, offering ‘buy-one-get-one-half-price’ fares for travel through February 2026. Companies may still claw back some savings in the short run but should be wary of relying on subscription discounts for long-term cost management.
