Budget airline Ryanair has decided to shut down its loyalty program for new customers due to financial losses. The airline introduced the Prime subscription for £79 per year in March, offering benefits like free reserved seats, travel insurance, and exclusive seat sales each month. Ryanair claimed that frequent flyers could save up to £420 annually if they took twelve flights a year.
Initially limited to 250,000 members on a first-come, first-served basis, the scheme attracted only 55,000 sign-ups. Existing members will continue to receive exclusive offers until October next year, but new enrollments are no longer accepted. Ryanair’s Chief Marketing Officer, Dara Brady, previously praised the scheme but now admits that the costs outweigh the benefits, with Prime members receiving more in fare discounts than the subscription fees generated.
With a focus on providing the lowest fares to all passengers, Ryanair will discontinue the Prime scheme to prioritize affordability for its larger customer base. Additionally, the airline has implemented a policy requiring passengers to use digital boarding passes through the “myRyanair” app on mobile devices starting November 12, eliminating the option to print physical boarding passes.
This move reflects Ryanair’s commitment to efficiency and cost-effectiveness in its operations and customer service.