Premium Programs: Marketing that builds Loyalty
Premium, Plus, Prime.
Don’t they instantly signal high value, exclusivity, and something worth paying extra for?
And when they’re part of your favorite brand’s offer, can you really say no to the promise of priority access and exclusive perks?
Today, more and more companies are recognizing the enormous potential of the premium concept in marketing, an approach that can significantly influence brand perception, positioning, and the perceived value by consumers.
Programs like Amazon Prime, Farfetch Private Client, Apple+, Spotify Premium, and Zalando Plus are clear examples of how exclusive access to content, benefits, and services can create a strong sense of belonging and customer loyalty.
The extra cost associated with these programs isn’t seen as just a price increase, but rather as a signal of superior quality. Consumers are willing to pay more because they perceive added value in terms of experiences, exclusive perks, and preferential treatment.
This strategy not only improves customer retention, but also strengthens a brand’s positioning as a symbol of excellence, exclusivity, and quality fostering a deeper emotional connection with the consumer.
Loyalty meets Humor: Ryanair’s strategy
Where are membership programs popping up the most? You can find them in retail, streaming platforms, and, more recently, in the airline world.
After Wizzair rolled out its All You Can Fly pass, unlimited flights for a year across 50+ countries, Ryanair jumped in with its Prime plan: €79 a year for plenty of exclusive perks.
Surprised? Not really.
Ryanair’s marketing style has always been cheeky and bold, aiming to build an emotional bond with customers by making them feel like part of a fun-loving travel community.
“Not sure what to do with your paycheck? Book a holiday with us!”
“There’s a plane seat with your name on it, book now!”
These kinds of notifications, delivered by email or app, draw people in with humor, creating a sense of exclusivity, like a special deal was made just for them.
Ryanair has also shown impressive agility in transforming negative feedback, such as frequent delays, into marketing opportunities. A notable example is a campaign that responded to delays with humor, encouraging a feeling of connection between travelers.
This same tone extends to social media, particularly on X (formerly Twitter), where Ryanair engages directly with users, often using irony and wit to turn criticism into authentic connection.
What Are the benefits of Ryanair Prime?
The launch of the Prime program represents a natural evolution of Ryanair’s marketing strategy aimed at boosting customer loyalty and keeping the airline competitive in the market, all while increasing revenue. In fact, it is estimated that with full sign-ups from the 250,000 eligible individuals, the program could generate €19.75 million in profits.
During this initial phase, registrations are limited (there it is, the sense of urgency we love!), and to sign up, you need to be at least 18 years old, reside in one of the eligible countries, such as Italy, Spain, France, and Germany, and create an account on the official website.
But what are the main benefits of this subscription?
- Free Seat Selection on 12 Flights per Year
Are you tall and prefer seats by the emergency exit? Does flying make you sleepy, and the window is your favorite headrest? With Prime, you can select your seat for free (from those included in the plan) for 12 flights per year. - Automatic Travel Insurance
Pre-flight anxiety? Concern about possible delays, cancellations, or lost luggage? With the subscription, you can travel with peace of mind as it automatically includes insurance coverage (with medical assistance during the trip). - Exclusive Offers and Discounts
The most attractive benefit: members-only deals that could save up to €420 per year. The first offer was launched on March 31, with a €60 discount on round-trip flights for the May 1st holiday weekend
Is the Subscription Worth It, or Just a Marketing Move?
Does it make sense? Or not?
At the moment, we can only provide hypothetical answers: for frequent travelers, this membership might be optimal, while it doesn’t seem very advantageous for those who travel only once or twice a year.
What is certain is that we are observing a significant shift in how airlines are trying to retain customers and make travel more accessible for frequent flyers.Â
With the growing interest in subscription models, it is likely that in the coming years, other airlines will follow Ryanair’s example, making this formula increasingly common in the commercial aviation sector (and beyond!).
Does your company offer membership programs or premium services to customers, but you’re not sure how to promote them effectively?
We’re here to help!
sources: ryanair.com
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