Archive · 28 Nov 2025
Ryanair Ends Loyalty Program After Financial Loss
Ryanair, a big airline in the US, started a loyalty program called Ryanair Prime about eight months ago.
People could pay 79 euros a year to get cheaper flights, insurance, and free seats.
Over 55,000 people signed up, and Ryanair made 4.4 million euros from these memberships.
But the benefits they gave to members, like discounts, cost the company 6 million euros.
That's more than they made, so they decided to stop the program.
Existing members can still use their benefits until their membership ends, but no new members can join.
The CEO said they should have charged more for the membership, maybe 99 euros.
Another airline, Wizz Air, has a similar program that's doing well.
Ryanair is still doing okay overall, expecting to fly more passengers than they thought this year.
Ryanair ended its loyalty program, Ryanair Prime, after eight months due to higher costs than expected.
Over 55,000 customers signed up for the program, generating 4.4 million euros in fees.
The benefits provided to members cost the company 6 million euros, more than the revenue from membership fees.
Existing members can continue to use their benefits for the remainder of their 12-month membership.
Ryanair's CEO suggested that the membership fee should have been higher, around 99 euros.
- Who
- Ryanair Holdings Plc
- What
- Ended its loyalty program, Ryanair Prime
- When
- After eight months of operation
- Where
- United States
- Why
- The program cost more than it generated, with benefits outweighing the revenue from membership fees
- Program Name
- Ryanair Prime
- Membership Fee
- 79 euros per year
- Members Signed Up
- 55,000
- Revenue Generated
- 4.4 million euros
- Benefits Cost
- 6 million euros
- Expected Revenue
- 2.5 million euros
- Suggested Membership Fee
- 99 euros