This means that Ryanair will automatically build a comprehensive database of its customers' travel habits.
That will allow the company to very accurately target special offers, prices, and marketing material from the company and its partners to individual customers and customer groups.
The system has been rolled out in Ireland first in advance of extending it into other markets next year.
There's no opt-out possibility, unlike 'loyalty card' schemes in other retail areas, where a customer has a choice of signing up or not.
