For an annual fee of 79 euros, equivalent to almost 900 Swedish kronor, Ryanair customers could join “Prime”, a form of loyalty program with the airline. Customers were thus offered cheaper flights, travel insurance and the opportunity to reserve a seat for free on a total of twelve trips annually.
More than 55,000 people signed up, which certainly generated 4.4 million euros in revenue, but the problem for Ryanair has been that passengers have also saved around 6 million euros through the discounts.
"The experiment has cost more money than it brings in," states the company's marketing director Dara Brady in a press release, announcing that the program is over.
However, customers who have signed up for Prime will be able to use it for the rest of the year, according to the company. The company's CEO Michael O'Leary stated in May in connection with the company's interim report that it was priced too low.
“We probably would have charged 99 euros for it,” he noted.
