eDreams ODIGEO pushes travel subscriptions as next growth engine

By AI, Created 9:31 AM UTC, June 02, 2026, /AGP/ – eDreams ODIGEO says its Prime subscription model is delivering predictable revenue, AI-driven personalization and scalable growth as the online travel market expands. CEO Dana Dunne says the company is aiming for more than 13 million Prime members by March 2030.

Why it matters: - eDreams ODIGEO is betting that travel subscriptions can replace one-off bookings with recurring revenue and stronger customer loyalty. - The shift matters because travel demand is large, but the traditional online travel model can be volatile and expensive to sustain. - The company says the model also creates room for AI personalization, wider product coverage and expansion into new markets.

What happened: - Dana Dunne, CEO of eDreams ODIGEO, outlined the company’s case for travel subscriptions in Barcelona on June 2, 2026. - eDreams ODIGEO launched Prime in 2017 as what it describes as the world’s first travel subscription platform. - Prime grew from about 500,000 subscribers at the start of 2020 to more than 7.8 million members. - eDreams ODIGEO says that makes the company the world’s largest travel subscription business.

The details: - Dunne said travel gross bookings reached US$1.6 trillion and are projected to top $1.8 trillion by 2027. - Dunne also said online travel is expected to grow to $1.5 trillion in 2032 from $625.9 billion in 2024. - The subscription model reduces dependence on constant customer reacquisition and creates more predictable cash flows, Dunne said. - eDreams ODIGEO says its proprietary AI processes billions of predictions daily to personalize travel offers. - Dunne said most subscribers now choose the first option generated by the company’s algorithms. - In 2021, the company set a goal of becoming the world’s largest travel subscription program, and it says it has quadrupled its subscriber base since then. - The company is now targeting more than 13 million Prime members by March 2030. - eDreams ODIGEO plans to offer monthly and quarterly payment options for its annual subscription. - The company says those payment options will increase long-term value per member by 13%. - eDreams ODIGEO says the new pricing structure should also support lower-ticket products such as rail. - The company describes rail as a more than €40 billion market with higher purchase frequency than flights. - The company says expansion in Latin America, Central Europe and the Middle East and Africa is showing stronger penetration and acquisition rates than mature European markets. - eDreams ODIGEO says it will increase investment in AI to improve personalization and operational efficiency.

Between the lines: - The pitch is not just that subscriptions generate revenue more reliably. The company is also arguing that the model can deepen engagement, widen shopping frequency and make travel less dependent on price-only competition. - The focus on flexible payment plans suggests eDreams ODIGEO wants to lower the barrier to entry for Prime while increasing lifetime value. - The emphasis on international markets and rail points to a strategy that relies on expanding beyond flight bookings.

What’s next: - eDreams ODIGEO will push toward 13 million Prime members by March 2030. - The company is expected to keep expanding payment flexibility, AI capabilities and geographic reach. - Management is positioning subscription travel as a long-term growth platform rather than a single product line.

The bottom line: - eDreams ODIGEO is making a broader case that travel subscriptions can combine recurring revenue, personalization and scale in a way the traditional booking model cannot.