On 24 March, Ryanair launched a subscription programme that allows members to access up to 12 discounted flights per year, along with free seat selection and travel insurance. If the service attracts enough customers, it is projected to generate up to €19.7 million annually for the airline.
The newly introduced service, named Ryanair Prime, is available for an annual fee of €79 in Europe and £79 in the UK. Subscribers will receive a monthly email featuring discounted fares alongside other promotional content. The service is designed to help frequent travellers save up to five times the subscription cost through its perks. Additionally, Ryanair estimated that even those who fly three times per year will save around €105, which is a bit more than the initial cost of becoming a member.
“Ryanair has been delivering the lowest fares (and the best services) in Europe for the last four decades, and we’re now extending our price leadership with the launch of our exciting new subscriber discount scheme – Ryanair Prime,” said Dara Brady, Ryanair’s Chief Marketing Officer.
Brady also described the new service as a “no-brainer”, emphasising that the subscription will be capped at 250,000 members on a “first come, first served basis.” This exclusivity highlights Ryanair’s effort to reward customer loyalty while also scaling its business.
To be eligible for Ryanair Prime, passengers must be at least 18 years old. The service is currently available to residents of Belgium, the Netherlands, the UK, Portugal, Austria, Poland, Spain, France, Germany, Ireland, and Italy.
Ryanair’s move aligns with a broader trend in the airline industry, focusing on subscription-based models that aim to boost customer loyalty and drive revenue. In fact, last year, Hungarian airline Wizz Air introduced its own All You Can Fly subscription at an initial price of €499, later raised to €599. The scheme provides access to all flights within Wizz Air’s network for a flat fee of €9.99 per flight, though with strict booking restrictions. However, luggage fees and seat selection are not included in the membership.
Such initiatives reflect airlines’ efforts to explore new ways of acquiring revenue, encouraging repeated travel, and providing additional value to passengers’ comfort in a competitive way. By offering the subscription models, carriers can secure upfront revenue and incentivize repeated travel among members.
