Ryanair Launches £79-a-Year Prime Program for Frequent Flyers

Ryanair Holdings Plc introduced a loyalty program targeting repeat customers, reversing long-stated antagonism to the frequent-flyer concept with its £79 ($102) per year “Prime” membership.

The program offers free seat selection, travel insurance and access to member-only ticket sales, Ryanair said Monday in a statement. The Irish low-cost carrier provided calculations showing customers could benefit by taking as few as three trips per year.