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Ryanair cancels subscription service following costly trial

Ryanair, Europe's largest airline, announced on Friday that it would scrap its subscription service this year after a test period. It was not financially worth it.

Ryanair launched its 'Prime Member' program in March. The airline, which has its headquarters in Ireland, carried around 200 million passengers in the past year.

It said in a press release that it would close the scheme after it generated 4.4 millions euros ($5million) in subscription fees in eight months, but distributed 6 million euros worth of fare discounts.

Dara Brady, chief marketing officer at Ryanair, said that the trial had cost more than it generated. This level of subscriptions or memberships does not justify the effort and time it takes to launch exclusive monthly Prime seat sales.

The trial was attended by 55,000 members who are entitled to continue using their subscriptions for the remainder of their 12-month membership.

In March, the airline announced that it would limit membership to 250,000 members.

The low-cost airline Wizz also offers a number of membership services. While the Spanish online travel agency eDreams ODIGEO has a similar service. Reporting by Sarah Young, Editing by Tomaszjanowski. $1 = 0.8639 euro

(source: Reuters)