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Ryanair has axed its Prime membership loyalty scheme after just eight months, as passengers took full advantage of the advantages.
Launched in March for frequent flyers who didn’t need to “break the bank”, the scheme offered perks like free reserved seats and travel insurance.
Despite being limited to 250,000 customers on a first-come, first-served basis, only 55,000 passengers joined the scheme since its debut. Nevertheless, on 28 November, Ryanair confirmed that no latest members will now be allowed to enroll.
Ryanair’s Prime membership
Priced at €79 for a 12-month subscription, the airline’s loyalty scheme offered a slew of membership perks, including free reserved seats, travel insurance and access to 12 annual member-exclusive seat deals, which could possibly be accessed once a month.
Ryanair, which never described the scheme as a “trial” when it debuted, previously praised the scheme for saving customers who fly 12 times a yr as much as €420.
Even members who only fly thrice per yr could save as much as €105, the airline said.
A costly trial
Ryanair says it has generated greater than €4.4 million in subscription fees within the last eight months, but argues the scheme has saved travellers greater than €6 million in fare discounts – meaning it has cost extra money than it has generated.
“This level of memberships or subscription revenue doesn’t justify the effort and time it takes to launch monthly exclusive Prime seat sales for our members,” says Ryanair CMO Dara Brady.
“With over 207 million passengers this yr, Ryanair will proceed delivering the bottom fares in Europe to all of our customers, and never this subset of 55,000 Prime members.”
Will I be impacted by Ryanair’s scheme ending?
Ryanair has confirmed that those that have already signed as much as the scheme within the last eight months will give you the chance to access the advantages for the rest of their 12-month subscription.
Nevertheless, once it has expired, there can be no choice to renew your membership. The last day to buy the membership was 27 November.
A win for the environment
While air travel schemes may help passengers’ wallets, persuading more people to fly is bad news for the planet.
Campaign group Stay Grounded has long called for an urgent ban on frequent flyer programmes, the introduction of a frequent flying levy, and investment in grounded transport, “so as to avoid the worst of climate breakdown”.
Earlier this yr, a spokesperson from the European Environment Agency (EEA) also said that while many EU member states have policies in place to diminish transport-related greenhouse gas emissionsby 14.3 per cent in 2030, programmes that encourage unlimited flying could contribute to environmental degradation, overtourism, and an increased carbon footprint.
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