Ryanair Launches Prime Loyalty Subscription
Ryanair, Europe’s largest airline, has unveiled a new subscription service designed to attract more frequent flyers by offering exclusive benefits in exchange for an annual fee. Branded as Ryanair Prime, the new service was announced on March 24, 2025, marking a strategic shift for the airline as it enters a new era of growth and expansion. Under this new scheme, customers who sign up for Ryanair Prime will receive both hard and soft benefits for a fixed charge, with the annual fee initially set at £79 (approximately $100) in the UK. According to the airline, frequent flyers can potentially save over five times the subscription cost through the benefits offered. For instance, the airline claims that members flying 12 times per year could save up to £420, while those flying three times annually would still see a saving of £105—figures that underscore the financial appeal of the service.
The Prime subscription includes a range of benefits, such as early access to seat sales, free reserved seat selections on flights, and complimentary travel insurance for every journey taken on a Ryanair flight. Additionally, members gain access to 12 exclusive monthly seat sale events, ensuring that they can secure the best flight deals throughout the year. These benefits are expected to resonate with passengers who are eager to secure lower fares and better seating options, particularly in a competitive low-cost market. By limiting membership to just 250,000 customers on a first come, first served basis, Ryanair is creating an air of exclusivity around Prime, encouraging early sign-ups and generating a swift cash injection just as the winter 2024/25 season concludes.
This new subscription service is a notable departure from Ryanair’s 41-year history, as the airline has never before offered a traditional frequent flyer or loyalty program. Instead, Ryanair has built its reputation on providing the lowest fares and a no-frills service model. However, internal research suggests that the carrier has a relatively loyal customer base that flies with the airline regularly and would appreciate the perks of joining an exclusive club. While passengers purchasing ‘Priority’ tickets already enjoy benefits like priority boarding and extra baggage allowances, the added incentives of early seat sale access and free travel insurance could prove to be compelling reasons for customers to upgrade to Prime.
Industry experts believe that the launch of Ryanair Prime is not only aimed at rewarding loyal customers but also at securing a significant cash infusion for the airline. With 250,000 memberships potentially generating around £19.75 million (roughly $25 million), the funds could help finance future fleet upgrades such as the next generation of 737 Max 8200 aircraft coming off the Boeing production line. Given that Ryanair carried around 200 million passengers in 2024, the airline is confident that it understands its customers’ spending habits well enough to predict that Prime will be a success. Ultimately, Ryanair’s innovative approach to loyalty and pricing demonstrates its savvy business acumen, as it continues to lead the low-cost carrier market in Europe while redefining how value is delivered to its frequent flyers.
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