Why Ryanair Prime Failed: The Modelling Gap
Ryanair Prime launched in March 2025 and closed eight months later. It attracted 55,000 members who paid €4.4 million in subscription income and took more than €6 million in fare discounts. Prime did not fail because customers behaved unexpectedly. It worked exactly as it was designed to work, which is a different and more uncomfortable cautionary tale. The risk was visible in Ryanair’s own data before launch, and was either not modelled or not acted a upon.