Ryanair has unveiled a new £79 subscription service, "Prime", with the potential to save customers up to £420. Limited to the first 250,000 members, the airline is urging holidaymakers to join the service.

For a 12-month subscription of £79, members who fly 12 times a year could reap savings of up to £420. Registration is open on a first-come, first-served basis for the 250,000 available slots. Ryanair claims that even customers who fly just three times annually can expect to save £105 through the scheme.

The airline describes the new initiative as a "no-brainer". According to Dara Brady, Ryanair's chief marketing officer: "Ryanair has been delivering the lowest fares (and the best services) in Europe for the last four decades, and we're now extending our price leadership with the launch of our exciting new subscriber discount scheme Ryanair 'Prime'.

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"So, if you like flying regularly while also saving money, then Ryanair "Prime" is a no-brainer. This exciting new subscriber discount scheme is limited to just 250,000 customers on a first come/first served basis, so make sure you sign up now at ryanair.com and enjoy exclusive Ryanair "Prime" benefits for the next year," reports Birmingham Live.

Benefits of joining include exclusive discounts on flights through monthly sales, available only to Ryanair Prime members and delivered directly to your email. Additional perks include the option to choose your seat at no extra cost in selected rows.

Whether you prefer the window, aisle or even the middle seat, you can reserve your preferred spot for free. Plus, there's annual coverage on flights, allowing you to fly with peace of mind on all your journeys with Ryanair.

Only customers aged 18 years or over who are eligible to fly with Ryanair, hold a valid myRyanair account, and have paid the Voucher Fee can become a Ryanair Prime Member.

However, due to restrictions that may apply to travel insurance coverage, passengers residing in Albania, Bosnia and Herzegovina, Israel, Jordan, Luxembourg, Montenegro, Morocco, Serbia, Switzerland and Turkey will not be able to sign up for Ryanair Prime.