Travel Shock: Ryanair’s Discount Service Scrapped — Flights May Get Costlier

Published on November 28, 2025

In a surprising move that caught many frequent flyers off guard, Ryanair has decided to terminate its subscription-based discount program, known as “Prime,” just eight months after its launch. The airline says the scheme turned out to be economically unviable — even after generating €4.4 million in subscription revenue, it handed out over €6 million in discounts. With only 55,000 subscribers signing up (far below the 250,000‑member target), Ryanair concluded that the cost of running the program outweighed its benefits.

What Was “Prime” — And Why It Failed

Launched in April 2025, Ryanair’s “Prime” plan asked frequent flyers to pay a one‑time subscription fee of €79 per year. In return, members were promised perks such as a monthly discounted‑fare offer, free reserved seating, and travel insurance for any booked flight. Ryanair had pitched the deal as a smart bargain — claiming that members could save up to €405 a year, with the break-even point being just three flights.

However, by late November, the airline acknowledged the plan had backfired. Marketing chief Dara Brady said that managing the program consumed too much time and resources relative to the modest revenue it generated.

The Fallout: Who’s Affected and What Subscribers Should Do

All existing “Prime” subscribers — the 55,000 who signed up — will continue to receive their benefits until the end of the subscription term. After that, however, the perks will end entirely.

For these travelers, the sudden end to the programme means an abrupt loss of the perks they may have counted on: discounted fares, seat reservations, and included travel insurance. For frequent flyers who planned their travel budget around “Prime” savings, this could lead to higher costs or the need to revert to standard ticket pricing.

Broader Travel & Industry Impact

Loss of Trust in “Discount Loyalty” Models

Ryanair’s decision undermines faith in subscription‑based discount models in the airline industry. The failure illustrates that such offerings can be unsustainable if pricing, uptake, and discount costs are not aligned. Other carriers and travel‑sector stakeholders will likely watch this episode closely before launching similar schemes.

Cost Pressures on Budget Air Travel

With the end of “Prime,” travelers who regularly opted for Ryanair’s low‑cost flights may see their annual travel expenses rise. As airlines reevaluate discounting strategies, there could be less incentive to keep base fares low — prompting more pay‑per‑service charges, higher seat‑reservation fees, or even fare inflation.

Competitor Advantage & Market Shifts

Competing airlines or travel platforms offering subscription or fare‑lock products may try to capitalize on Ryanair’s retreat. Frequent flyers once seeking savings through “Prime” might migrate to rival carriers offering loyalty discounts or more predictable pricing.

Advice for Travelers

If you’re a former “Prime” subscriber or a frequent Ryanair user: review upcoming travel plans and budget for potentially higher costs. Compare fares on other low‑cost carriers or full‑service airlines to weigh value. Consider alternatives such as early ticket booking, flexible dates, or rail/joint‐modal transport in Europe. If you rely on seat reservations or insurance, factor those costs into your fare calculations. Finally, monitor airline announcements — frequent changes like this highlight the volatility in budget‑air pricing and the need for flexible travel planning.

What This Means for the Future of Budget Flights

The scrapping of Ryanair’s “Prime” discount subscription serves as a broader warning to the aviation industry: not all membership or loyalty‑based pricing models are destined for success. Low uptake, high discounts, and operational headaches created a perfect storm — forcing the largest low‑cost carrier in Europe to admit defeat.

For budget airlines, this failure may lead them to reconsider offering similar products. Instead, they might lean back toward à‑la‑carte pricing: charging individually for add‑ons (seat choice, baggage, insurance) while keeping base fares low. But this approach has risks too — it can fragment the passenger experience, invite complaints, and ultimately diminish customer loyalty.

For travelers, the lesson is to remain cautious about “too‑good‑to‑be‑true” offers. The promise of large savings often hides complexity — and as Ryanair has shown, even benefits can vanish. Frequent flyers will need to stay agile, compare offerings carefully, and avoid over‑relying on perks or membership-based savings.

Meanwhile, low‑cost carriers may redirect their focus. Rather than subscription schemes, they could double down on volume — scheduling more flights, increasing capacity on popular routes, or exploring dynamic pricing strategies that respond to demand and seasonality. In that context, Europe’s budget‑air market remains competitive — but potentially less predictable for travelers seeking stable savings.

Travel buyers and industry analysts will also be watching how Ryanair’s network and route planning adapt post‑subscription. If the carrier shifts focus away from deep discounts toward operational efficiency, the ripple effect could reshape cost structures, seating demand, and even route viability across European markets.