Ryanair’s Prime: a subscription, not a loyalty program – but why now?

Ryanair’s surprise launch of its “Prime” subscription last week isn’t a traditional loyalty program—it’s a paid membership model. For €79 annually (or £79 in the UK), travelers get reserved seats, travel insurance, and monthly fare discounts. But why introduce this now? What’s the strategy behind it? The move signals a shift in the airline’s approach, prioritizing upfront revenue and customer retention over traditional loyalty points. While the details of the program have caught attention, the real significance lies in Ryanair’s push to reshape how budget airlines interact with travelers.

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