Market leader Ryanair confirmed it’s closing Prime, its loyalty subscription, despite more than 55,000 passengers signing up for the plan, which promised flight discounts, free reserved seats on up to 12 flights a year and built-in travel insurance.
Prime brought in €4.4 million ($5.1 million) in subscription fees, but members received over €6 million ($7 million) in benefits—meaning the airline was effectively paying customers to use it. Not exactly a sustainable model.
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The membership automatically renewed every 12 months, and Ryanair says current members will still receive their perks through the end of their paid year.
A Rare Move in a Trend of More Upsells
Ryanair’s “creativity” with costs isn’t new, though; it’s woven into the airline’s DNA. Since the early 2000s, the carrier has built its reputation—and 200-million-passengers-a-year empire—on rock-bottom base fares paired with à-la-carte everything—from early checked-bag charges to fees for seat selection, airport check-in and even printing a boarding pass.
Related: Southwest Airlines Changes Longtime Boarding Method, Frustrating Passengers Yet Again
What Prime Members Should Expect Now
If one thing's for certain, Prime may be disappearing, but if history is a guide, a version of its benefits will likely re-emerge… just repackaged, unbundled and sold à la carte.
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