Ryanair launched its “Prime” service—a new subscriber discount scheme that allows members who fly 12 times per year to save up to 5 times the €79 “Prime” subscription cost. Costing just €79 for a 12-month subscription, member benefits include free reserved seats, free travel insurance, and access to 12 annual (1 each month) member-exclusive seat sales, ensuring that “Prime” members bag the best flight bargains all year round.

“Prime” members who fly 12 times per year will save up to €420 (more than 5 times the €79 “Prime” subscription fee). Even members who only fly 3 times per year will save €105—that’s more than the €79 cost of becoming a ‘Prime’ member.

Ryanair “Prime” is limited to 250,000 members on a first come/first served basis, so sign up today at ryanair.com.

Ryanair’s CMO, Dara Brady, said:

“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”.

Ryanair “Prime” is a new subscriber discount scheme for frequent flyers who want to fly regularly but don’t want to break the bank to do so. Costing a modest €79 for a full 12-month subscription, Ryanair “Prime” members will benefit from access to 12 exclusive annual seat sales (1 each month), free reserved seats, and free travel insurance every time they fly with Europe’s No.1 airline. This will deliver great savings of €420 for members who fly 12 times per year, but even “Prime” members who only fly 3 times per year will still save €105 – more than the €79 cost of becoming a “Prime” member.

So, if you like flying regularly while also saving money, then Ryanair “Prime” is a no-brainer. This exciting new subscriber discount scheme is limited to just 250,000 customers on a first come/first served basis, so make sure you sign up now at ryanair.com and enjoy exclusive Ryanair “Prime” benefits for the next year.”

Ryanair’s launch of its “Prime” subscription service is a strategic move to cater to the growing demand for frequent flyer programs that offer both affordability and added value. The airline’s latest offering aligns with a broader industry trend towards customer loyalty programs that combine frequent flyer benefits with cost-saving incentives. Unlike traditional loyalty schemes that often rely on point accumulation or tier status, Ryanair “Prime” provides immediate, tangible savings for members through perks such as free reserved seating, travel insurance, and monthly exclusive seat sales. The €79 subscription fee, which promises significant savings on as few as three flights a year, positions Ryanair as a frontrunner in a competitive market for budget-conscious travelers.

In the broader airline landscape, this approach mirrors what we see with other low-cost carriers like EasyJet’s “EasyJet Plus” membership program, which offers benefits such as fast-track security and free seat selection for a yearly fee. Similarly, more established full-service carriers, such as American Airlines’ “AAdvantage” program, have been increasingly focusing on value for frequent flyers, offering not just loyalty points but also access to special deals and travel insurance. This shows a clear shift towards giving customers more reasons to remain loyal beyond simply accumulating miles.

The growing popularity of subscription-based models in travel also reflects a broader consumer trend towards subscription services. Companies like Amazon, Netflix, and Spotify have successfully integrated this business model into diverse industries, providing consumers with convenience and value. As airlines continue to refine these offerings, the key to success will be striking the right balance between exclusivity and accessibility. The cap on Ryanair’s “Prime” membership at 250,000 members adds an element of exclusivity, but it also creates a sense of urgency that could accelerate sign-ups.

In terms of predictions, we are likely to see more airlines adopt subscription services in the coming years. As air travel recovers post-pandemic, loyalty and cost-efficiency are top priorities for travelers. The integration of mobile technology and AI will likely play a crucial role in making these services more personalized, with airlines leveraging customer data to offer tailored promotions and discounts, much like how subscription services in other industries have evolved to be more customer-centric.

Ultimately, Ryanair’s “Prime” service signals a new direction for low-cost travel, offering greater benefits to frequent flyers while reinforcing the airline’s reputation as a budget-friendly leader. If successful, this model could inspire other airlines to rethink their loyalty offerings, pushing the industry toward more consumer-oriented subscription services that combine savings, convenience, and flexibility.