Ryanair has confirmed it will close its Prime subscription scheme from November 28, bringing an end to an eight-month trial that failed to deliver the financial return the airline expected. While the programme will shut to new customers, the 55,000 existing Prime members will continue to receive monthly low-fare offers until their memberships expire in October 2026.
The Prime scheme was launched in response to years of customer requests for a Ryanair membership model. During the trial, it attracted more than 55,000 subscribers and generated over €4.4 million in fees. However, Ryanair’s Chief Marketing Officer, Dara Brady, explained that the programme proved financially unsustainable. Prime members benefitted from more than €6 million in fare discounts during the trial period, meaning the airline offered significantly more in savings than it received through subscription income.
According to Brady, the imbalance between revenue and the operational effort required to run monthly members-only fare promotions made the scheme unviable. He noted that managing exclusive sales for a relatively small base of 55,000 members did not justify the resources involved, even though the programme was positively received by those who joined.
Despite ending the trial, Ryanair emphasised its appreciation for its Prime subscribers. All existing members will retain access to exclusive flight and seat savings for the remaining duration of their 12-month memberships. The airline also signalled that the insights gathered during the trial will help shape future customer-loyalty initiatives.
