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Ryanair has scrapped its loyalty programme after just eight months because passengers were costing the airline money by taking too many discounted flights.

The scheme offered early access to discounted tickets and free seat reservations on up to 12 journeys, for a flat fee of €79 or £79, and was capped at 250,000 passengers.

About 55,000 people signed up, generating €4.4mn in subscription fees for the business.

“However, our Prime members have received over €6mn in fare discounts, so this trial has cost more money than it generates,” said Ryanair marketing chief Dara Brady.

“This level of memberships, or subscription revenue does not justify the time and effort it takes to launch monthly exclusive Prime seat sales for our 55,000 Prime members.”

While those who paid for the service can continue using it until October next year, the airline on Friday said it would not sign up any new members.

“We are grateful to our 55,000 Prime members who signed up to this Prime trial over the last eight months, and they can rest assured that they will continue to enjoy exclusive flight and seat savings for the remainder of their 12-month membership,” added Brady.

Which? Travel concluded after the scheme was introduced that the “calculations Ryanair provides shows very few travellers would save money by subscribing”.

Chief executive Michael O’Leary earlier this year admitted that the airline had underpriced the scheme. 

Prime was the first time Ryanair had ventured from its zero-frills model to offer such a scheme. The airline took until 2014 to introduce allocated seating.

Rival Wizz Air already has an “all you can fly” offering that costs €499 a year. The London-listed carrier recently expanded the number of people who could sign up for the scheme.

EasyJet also has a loyalty programme that gives customers greater flexibility to change flights as well as faster boarding and access to premium seats for £249 a year.

Despite its loss from the scheme, Ryanair profits rose by 40 per cent over the summer owing to robust demand, helped by more Europeans holidaying within the region rather than travelling to the US.

CGA by NIQ’s latest Daily Drinks Tracker shows average sales in managed venues in the week to 8 November were 2.3% ahead of the same period in 2024. This was followed by growth of 0.5% in the following seven days to 15 November. 

Both figures are below the UK’s rate of inflation, as measured by the Consumer Prices Index. However, they reverse three consecutive weeks of negative trading in October, and raise hopes that some consumers are lifting their spending on the run-in to Christmas and New Year.  

Trading in early November was boosted by Bonfire Night and firework displays, as well as a busy programme of Premier League, Champions League and international football fixtures, plus big rugby union fixtures for England, Scotland and Wales. The start of Christmas markets may also have lifted footfall in many British cities and towns. 

However, the arrival of Storm Claudia curtailed visits to pubs and bars in some parts of the country towards the end of the fortnight—especially on Saturday 14 November, when sales dropped by 8.2% year-on-year. 

Live sport has been a boost to Long Alcoholic Drinks categories, with beer sales rising by 3.6% and 1.7% in the weeks to 8 and 15 November respectively. Cider performed even better, with growth of 5.5% and 2.9%. Soft drinks also had a positive fortnight, increasing by 5.4% and 1.3%. 

Trends in other drinks categories were less encouraging. On Premise sales of spirits fell by 3.8% and 2.0% in the two weeks. Wine had fractional growth of 0.1% in the week to 8 November, but sales then dipped 2.8% in the following seven days. 

Rachel Weller, NIQ’s commercial lead, UK & Ireland, said: “While sales growth in the first half of November has been marginal, it lifts optimism that consumers are starting to increase their visits to pubs and bars as Christmas occasions get into full swing. Storm Claudia was another reminder of the damage that bad weather can do to trading, and operators and suppliers will be keeping fingers crossed for bright days that bring people out of home in the weeks ahead. There’s all to play for this festive season, and after a tough 2025 it could make or break the year for many businesses.”

 

The Daily Drinks Tracker provides analysis of sales at managed licensed premises across Britain and is part of NIQ’s suite of research services delivering in-depth data on category, supplier and brand rate of sale performance. To learn more, click here and contact the NIQ team.