Ryanair cancels Prime loyalty programme, it was already losing money after eight months

Irish low-cost carrier Ryanair announced on Friday that it is cancelling its Prime loyalty programme. The project, launched in February, proved to be a loss-making venture as a number of passengers took advantage of the discounts on offer. The programme involved 55 thousand people who paid a total of 4.4 million euros, but benefited in excess of six million euros.

Prime offered discounts on air tickets, free seat reservations for up to 12 flights a year and travel insurance. Marketing director Dara Brady admitted that the programme "cost more than it earned" and was not worth running with the number of members. The airline said it would return to offering benefits to all customers.

Prime members will be able to take advantage of exclusive low-fare offers until October 2026, but will no longer be able to sign up from 28 November. An annual membership costing €79 or £79 could save tens or hundreds of euros or pounds when used to the maximum, according to the Guardian.

Ryanair, which carries more than 207 million passengers a year, has built a reputation for extremely low prices as well as innovative charges. It was the first to introduce checked baggage fees in 2006 and later introduced fees for checking in without a printed ticket.

(echo24, sab)