US EditionRyanair scraps VIP scheme after customers take too many cheap flights
Ryanair's Prime subscription attracted 55,000 members but lost nearly €2 million as fare discounts exceeded subscription revenue, forcing the scheme's closure after eight months.
- On November 28, Ryanair closed the Prime membership scheme after an eight-month trial that attracted about 55,000 Prime members.
- Heavy member use meant Prime members maximised discounts, costing more than €6 million in benefits against €4.4 million in subscription fees, causing nearly £2 million in trial losses.
- The scheme charged members £79 and bundled free reserved seats, travel insurance and access to 12 annual member-exclusive seat sales, with an initial 250,000 membership cap.
- Existing Prime members will keep exclusive monthly low fare offers until October 2026, but no new Prime sign-ups will be allowed, leaving frequent flyers, especially expats and residents in Spain, without a cost-effective loyalty option.
- Ryanair said it will not reintroduce the Prime model in the near future and plans alternative digital and customer-benefit projects alongside new customer initiatives for 2026.
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Launched in a band just eight months ago, Ryanair's premium subscription will be no further than that. As the program is too expensive, it already disappears, despite its 55,000 members. Reduced rates, insurance and reserved seats have led the company to a negative economic balance.
Ryanair suddenly stops loyalty scheme after customers took advantage of discounts
Ryanair has closed its £79 Prime subscription scheme to new members after it proved unprofitable, with the airline paying out £5.26m in discounts whilst only receiving £3.86m in membership fees from 55,000 subscribers
Discount exploits force Ryanair to axe loyalty club
Ryanair has announced the immediate closure of its Prime membership scheme after internal figures revealed that passengers were securing far more discounted flights than the airline had anticipated. The budget carrier confirmed that the eight-month trial, which attracted around 55,000 members, resulted in losses approaching €2 million, forcing an abrupt end to the programme from November 28. Source
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