Ryanair Launches “Prime” Subscription with Travel Perks for Frequent Flyers

Irish budget airline Ryanair has unveiled its own subscription service, following in the footsteps of competitors like Wizz Air and EasyJet. Dubbed “Prime,” the new program offers a range of travel perks for an annual fee of €79.

With the launch of Prime, Ryanair is positioning itself to attract loyal customers who frequently fly across Europe. Members of the program will gain access to benefits including free seat reservations, travel insurance, and discounts on up to twelve flights per year. According to the airline, passengers who travel monthly could save as much as €420 annually, while even those flying just three times a year would recover more than the cost of the subscription.

The membership offer is capped at 250,000 participants and will be distributed on a first-come, first-served basis. This exclusivity is designed to boost early adoption and reward the most engaged travellers within Ryanair’s customer base.

Ryanair’s move follows a growing trend among budget carriers to offer subscription-based services, which aim to build customer loyalty and generate recurring revenue. Last year, Wizz Air introduced its “Multipass” scheme, targeting travellers who fly at least six times a year. According to the airline’s website, that program has already sold out. However, Wizz Air still offers alternatives such as the “Discount Club” and the “All You Can Fly” package, designed for more flexible or frequent travel needs.

In addition to airlines, other travel-related platforms are entering the subscription space. Spanish online travel agency eDreams Odigeo, for instance, operates its own “Prime” service. Members enjoy discounted prices, the ability to lock in ticket rates, and easier access to refunds. The company markets it as the world’s largest travel membership program.

By rolling out its own version of a subscription model, Ryanair is not only responding to industry trends but also seeking to secure a steadier income stream amid fluctuating travel demand. With passengers increasingly looking for more value and flexibility, the Prime program may appeal to both business and leisure travellers looking to save money while maintaining convenience.

As competition in the budget travel sector intensifies, these types of offerings are becoming key differentiators for airlines hoping to keep passengers coming back. Ryanair’s Prime launch signals that the race to attract repeat customers through value-added services is far from over.