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Investing.com -- Ryanair Holdings Plc (NASDAQ:RYAAY) has discontinued its Prime subscription service after an eight-month trial period, citing financial losses from the program.
The budget airline announced Friday that it closed the membership offering as of November 28, after determining the service was costing more money than it generated. While the program attracted over 55,000 subscribers and brought in €4.4 million ($5.1 million) in subscription fees, members received €6 million in discounted fares.
Existing Prime members will continue to receive exclusive monthly low fare offers until October 2026, but no new sign-ups will be accepted after Friday.
"This trial has cost more money than it generates. This level of memberships, or subscription revenue does not justify the time and effort it takes to launch monthly exclusive Prime seat sales," said Dara Brady, Ryanair’s Chief Marketing Officer.
The Prime service, priced at €79 annually, offered subscribers cheaper flights, travel insurance, and free reserved seats on up to 12 journeys. When launched, Ryanair had set a cap of 250,000 members, suggesting the program fell significantly short of its target.
The airline said it will now focus on delivering low fares to all of its 207 million annual passengers rather than the smaller subset of Prime members.
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