Ryanair launches a new "Prime" subscription for frequent travellers. Is it worth it?

Budget airline Ryanair has introduced a service called "Prime," offering perks that, according to the company, can pay for the annual fee five times over.

The programme, called "Prime," costs €79 a year. Subscribers get free seat selection, travel insurance, and twelve subscriber-only flash ticket sales (one each month).

"For four decades, Ryanair has offered the lowest fares and high service standards in Europe. We're now extending our price advantage with a new discount programme for subscribers," said Ryanair Chief Marketing Officer Dara Brady. "If you love travelling a lot and don't want to overpay, subscribing to 'Prime' is the obvious choice."

The Irish carrier is not the only company with such an offer. Hungary's Wizz Air launched its "all you can fly" programme last year, with an annual subscription starting at €499.

Despite the potential savings, such services still encourage passengers to fly more often, which poses a problem for the climate.

Ryanair's new service costs €79 a year

Ryanair's "Prime" lets travellers save on seat fees and travel insurance. According to the company, with 12 flights a year, subscribers could save around €420 — more than five times the cost of the subscription.

"Even if you only fly three times a year, the saving comes to €105 — already more than the €79 subscription fee," Ryanair says.

The number of available subscriptions is capped at 250,000, and "Prime" is available on a first-come, first-served basis via ryanair.com.

Flight subscriptions and sustainability: a step backwards?

Given that such programmes encourage people to fly more often, environmental organisations see them as a threat to the concept of responsible travel. Commenting on Wizz Air's launch of its service last year, Stay Grounded representative Hannah Lawrence called it "adding fuel to a fire" amid the climate crisis.

"It's clear the aviation industry has no intention of cutting emissions and doesn't deserve trust. While Wizz Air tries to boost profits, those who suffer the most from emissions will be people who have never flown," she stressed.

Stay Grounded is calling for an immediate ban on frequent-flyer programmes, the introduction of a frequent-flying tax, and greater investment in ground transport to help prevent the most severe consequences of climate change.

Earlier this year, a representative of the European Environment Agency (EEA) noted that most EU countries have plans to cut greenhouse gas emissions from transport by 14.3% by 2030, and unlimited flying could add extra pressure on nature, increase tourist flows, and grow the carbon footprint.

"One effective way to reduce environmental pressure is to manage transport demand where possible," the EEA noted.

"Travellers should pay attention to their consumption and waste. Choosing eco-friendly destinations, accommodation, and activities, supporting local businesses, and favouring ground transport, walking, and cycling over flying all contribute to more sensible and sustainable tourism."