Ryanair has confirmed the closure of its Prime initiative, a project that operated as a trial for eight months. The company announced that it will not accept new registrations after Friday, November 28th. The 55,000 users already enrolled will retain access to monthly fare benefits until October 2026.
Dara Brady, Director of Marketing, explained that the proposal was born in response to requests from travelers seeking an exclusive plan. During the trial period, the airline collected more than €4.4 million in fees, but the discounts granted exceeded €6 million. This difference made it clear that the initiative generated more costs than revenue. According to Brady, the volume achieved and the resulting revenue did not justify the effort required to organize specific promotions for this group.
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Brady noted that those who joined the project will continue to have access to savings on tickets and seat selection for the remaining months of their subscription. He also highlighted the commitment of the customers who supported the trial.
With a forecast of 207 million passengers for the year, the company will continue to focus on offering low prices to its entire market, without limiting benefits to a specific group. This strategic line aims to maintain competitiveness in an environment where demand calls for clear, simple, and accessible options.
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