Ryanair, the budget airline known for its low-cost fares, has introduced a new subscription service called ‘Prime’. This membership scheme targets frequent flyers and promises several financial benefits. However, the new plan has sparked concerns, especially from environmental groups. While the subscription offers savings for regular travellers, critics worry it could harm the planet by encouraging more people to fly.
What Is the Ryanair ‘Prime’ Subscription?
Ryanair’s ‘Prime’ subscription costs €79 for 12 months, providing several perks for members. Among these benefits are free reserved seating, travel insurance, and access to 12 exclusive seat sales—one each month. The airline claims that passengers who sign up for the subscription will save money, especially those who fly frequently.
Dara Brady, Ryanair’s Chief Marketing Officer, commented on the new offer, saying, “We’ve delivered the lowest fares in Europe for decades, and now we’re extending that with our exciting new subscriber discount scheme. If you fly often and want to save, ‘Prime’ is a no-brainer.”
For frequent flyers, the service could lead to significant savings. Ryanair claims that members who fly 12 times a year could save up to €420. Even travellers who only fly three times annually could save €105—more than the cost of the subscription itself. However, the airline has limited the service to 250,000 members, and sign-ups are available exclusively through Ryanair’s website, ryanair.com.
Ryanair is not the only airline offering such a service. In 2023, Wizz Air introduced a similar program that allows unlimited flights for a €499 annual fee. This trend of frequent flyer memberships is becoming more common among budget airlines.
Climate Concerns Surrounding the ‘Prime’ Service
While the ‘Prime’ subscription offers financial savings, it also raises significant environmental concerns. Critics argue that the service could increase air travel, leading to higher carbon emissions. This issue is especially pressing given the current global climate crisis.
Hannah Lawrence, a representative from the environmental group Stay Grounded, expressed her concern about programs like Ryanair’s ‘Prime’. She compared them to “adding wood to a burning fire” during a climate emergency. Lawrence criticised airlines like Wizz Air for prioritising profits over climate responsibility, noting that frequent flying contributes to the worsening climate crisis.
“Those who’ve never flown will suffer most from the emissions these flights produce,” Lawrence said. Environmental groups like Stay Grounded are calling for stronger regulations, such as banning frequent flyer programs, introducing taxes on repeat flyers, and investing in low-emission travel alternatives.
Earlier this year, the European Environment Agency (EEA) warned that promoting frequent flying could undermine efforts to reduce transport emissions. The EEA has set a goal to cut emissions from transport by 14.3% by 2030 across EU countries. However, they caution that schemes encouraging more flights could make these emissions reduction targets harder to achieve.
A spokesperson for the EEA said, “Managing travel demand is one of the most effective ways to reduce environmental harm.” The agency urges travellers to consider alternatives to flying, such as trains, buses, cycling, and walking. Choosing local destinations and eco-friendly travel options can also help reduce the environmental impact of tourism.
Will ‘Prime’ Service Affect Climate Goals?
Ryanair’s ‘Prime’ service is likely to have both positive and negative effects. For passengers, the membership offers significant savings and added convenience. Frequent travellers could benefit from the discounted rates, which help make air travel more affordable. However, the introduction of this service also risks increasing the number of flights, contributing to higher emissions and worsening climate change.
Many experts agree that while air travel is an essential part of modern life, it also comes with serious environmental costs. The aviation industry is responsible for a significant portion of global greenhouse gas emissions. As airlines offer more incentives for frequent flying, it becomes more challenging to meet emissions reduction targets set by global and regional climate agreements.
The key challenge moving forward is balancing the financial benefits of programs like ‘Prime’ with the need to reduce air travel’s environmental impact. If more airlines adopt similar subscription models, it could lead to a further increase in the demand for air travel, making it even harder to achieve sustainability goals.
What Can Consumers Do?
For consumers, the question is not just about saving money but also about considering the broader impact of their choices. As the world grapples with the climate crisis, individuals have a responsibility to think critically about their transportation decisions.
Travellers who rely on air travel for convenience should consider whether their journeys could be replaced by more eco-friendly alternatives. For example, taking the train or bus instead of flying short distances can significantly reduce carbon footprints. In some cases, taking a flight might be necessary, but for many trips, there are viable low-emission options available.
As Ryanair and other airlines push for growth, it’s essential for travellers to weigh the costs and benefits of frequent flying—not only for their wallets but for the environment as well.
Ryanair’s new ‘Prime’ subscription service offers great savings for frequent flyers, but it has sparked concerns among environmentalists who argue that it could contribute to the growing climate crisis. While the membership offers benefits such as free reserved seating, travel insurance, and exclusive seat sales, the increased air travel could undermine global efforts to reduce emissions. For travellers, the key question is whether the savings are worth the environmental cost. As airlines continue to offer such schemes, it is crucial for consumers to think about the broader impact of their choices on the planet.