For €79 per year, subscribers to this new service will have access to a range of exclusive benefits, including monthly flight deals, free reserved seats and free travel insurance on every flight, shares Marketeer.

According to the company, passengers who fly 12 times a year can save up to five times the cost of the subscription, saving up to 420 euros. Even those who travel just three times a year can save 105 euros, which is more than the cost of the subscription.

The “Prime” programme has a limit of 25,000 subscriptions and is available on a first-come, first-served basis.

Dara Brady, the airline’s CMO, says Ryanair has been offering “the lowest fares (and best service) in Europe for four decades” and is now ready to expand its price leadership “with the launch of the new seasonal discount programme – Ryanair ‘Prime’”.

In conclusion, Brady says that if you fly regularly, “Ryanair 'Prime' is an obvious choice.”

Despite mentioning exclusive discounts for subscribers, the company does not provide details on how much the discount may be in terms of individual flights, only presenting a total savings value for 12 flights or three flights per year without explaining the calculation methodology.