Ryanair has decided to discontinue its Prime loyalty programme, ending the scheme less than a year after its launch in March 2025. According to The Independent, Europe’s largest low-cost carrier closed the programme after members collectively saved over €6 million on discounted fares in just eight months — a figure that exceeded the total revenue generated from subscriptions.

The airline described the programme’s trial period as commercially unsatisfactory, stating that subscription income did not justify the time and resources required to run monthly exclusive seat sales for Prime members. The annual subscription, priced at €79, included free seat selection, complimentary travel insurance and access to 12 exclusive monthly fare sales. Members also received regular emails about upcoming discounts and could book an unlimited number of flights at reduced Prime rates.

Ryanair stopped accepting new Prime registrations on 28 November 2025. The 55,000 existing members will retain full access to their exclusive monthly fare offers until October 2026, after which the programme will be formally phased out.

The move reflects the carrier’s continued focus on cost efficiency and fare competitiveness, although it leaves open the question of whether Ryanair may revisit a revised or alternative loyalty model in the future.