Priced at £79 per year, Ryanair Prime bundles together a range of premium perks under a single membership, catering to budget-conscious passengers who fly regularly but want added comfort, convenience, and flexibility. The service is capped at 250,000 members, with access granted on a first-come, first-served basis.
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RyanairRyanair Launches ‘Ryanair Prime’: A Subscription Service for Frequent Flyers Seeking Comfort and Value
In a bold move to redefine low-cost air travel, Ryanair officially launched Ryanair Prime in March 2025 — a new subscription-based service designed to enhance the flying experience for frequent travellers while offering significant savings.
Priced at £79 per year, Ryanair Prime bundles together a range of premium perks under a single membership, catering to budget-conscious passengers who fly regularly but want added comfort, convenience, and flexibility. The service is capped at 250,000 members, with access granted on a first-come, first-served basis.
What Does Ryanair Prime Offer?
Ryanair Prime members can enjoy an upgraded experience without paying for extras on every flight. The subscription includes:
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Free Reserved Seating
Members can select their preferred seats at no extra charge — a notable benefit considering Ryanair’s a la carte pricing structure. -
Complimentary Travel Insurance
All flights booked under the Prime membership come with travel insurance, providing extra peace of mind — especially valuable for international travel or business trips. -
Monthly Exclusive Seat Sales
Subscribers receive access to 12 exclusive seat sales per year, offering discounted fares that are unavailable to non-members.
These benefits are aimed at frequent travellers who value cost-effective flexibility. According to Ryanair, a traveller flying 12 times per year could save up to £420, while even a more occasional flyer could save over £100, easily offsetting the cost of membership.
Ryanair’s Strategic Shift Toward Loyalty
This subscription model marks a notable evolution in Ryanair’s business strategy. Traditionally focused on unbundled, ultra-low-cost fares, the airline is now making a clear move towards building customer retention and brand loyalty— all while maintaining its cost leadership.
“Ryanair has been delivering the lowest fares — and the best services — in Europe for the last four decades,” said Dara Brady, Ryanair’s Chief Marketing Officer. “We’re now extending our price leadership with the launch of our exciting new subscriber discount scheme – Ryanair Prime.”
Ryanair joins a growing list of airlines experimenting with subscription models to drive loyalty and customer retention. Wizz Air, for instance, introduced its “All You Can Fly” membership in 2023, while Alaska Airlines has trialled “Flight Pass” programmes in North America. These initiatives respond to an evolving market where travellers — particularly younger and business passengers — are seeking value-added consistency alongside affordability.
Subscription Travel: A Growing Industry Trend
Subscription services are becoming a staple of modern commerce, from streaming platforms to food delivery — and now increasingly in aviation. In the post-pandemic travel landscape, consumers have become more selective, valuing personalisation, predictability, and peace of mind. Ryanair Prime taps into this shift, offering consistent value to loyal customers who prefer predictable, simplified booking experiences.
Beyond personal savings, the programme also offers Ryanair the benefit of predictable revenue streams and increased brand engagement — a win-win in an increasingly competitive short-haul market.
Is Ryanair Prime Worth It?
While the potential savings are clear, Ryanair encourages travellers to review their own flying habits before signing up. The scheme is ideal for those who fly three or more times a year — especially if they tend to purchase add-ons like reserved seating or insurance individually.
The company advises customers to review the terms and conditions to ensure the subscription aligns with their typical travel patterns.
Looking Ahead
Ryanair Prime represents a strategic shift in the airline’s model — one that acknowledges the growing importance of experience and loyalty, even in the budget sector. As European airlines adapt to shifting customer expectations, Ryanair is aiming to retain its edge not just through low fares, but by offering real value and convenience to those who fly the most.
In a saturated market where differentiation is increasingly difficult, Ryanair Prime could mark the beginning of a broader trend — where even low-cost carriers recognise that loyalty is earned not just through price, but through predictable, valuable, and tailored experiences.
Source: GLO
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