Travel subscriptions are proving their staying power as eDreams ODIGEO, the world’s largest travel subscription platform, reaches a record-breaking 7.25 million Prime members. This marks a fourfold increase since November 2021, when the company had just 1.9 million subscribers. Despite economic headwinds, rising inflation, and global uncertainty, eDreams ODIGEO has hit its long-term growth target ahead of schedule.
Headquartered in Barcelona, eDreams ODIGEO is behind popular online travel agencies including eDreams, GO Voyages, Opodo, Travellink, and the flight metasearch engine Liligo. It serves over 21 million customers annually across 44 markets. The company launched its Prime subscription model in 2017, becoming the first in the travel industry to adopt the subscription model at scale. Since then, Prime has evolved into a travel loyalty powerhouse offering discounted bookings, flexible policies, and exclusive perks.
A New Era of Travel Loyalty
The company’s exponential growth has been fueled by the steady addition of new features. Prime now includes benefits such as price freezing, the ability to cancel bookings for any reason across more than 700 airlines, and the option to share perks with friends and family. This expanded value offering has led to high engagement and member satisfaction.
According to a Net Promoter Score (NPS) verified by KPMG, Prime’s satisfaction ratings have hit historic highs. The NPS for flights reached 50, and for hotels, it soared to 57—both benchmarks considered excellent in customer loyalty. Over the past three years, Prime’s NPS has jumped 17 points, showing steady improvement and growing member enthusiasm.
Customer retention has improved as well. eDreams ODIGEO reports that churn rates among members past their first year have declined by 15% over the last 36 months. As more travelers use Prime benefits regularly, they become more loyal to the platform. In the past year alone, Prime members traveled a combined 15 billion kilometers—the equivalent of circling the Earth 375,000 times.
Dana Dunne, CEO of eDreams ODIGEO, described the milestone as proof of long-term strategic vision and technological excellence. “This success is rooted in our ability to scale, adapt, and deliver value even in challenging times,” he said. “We are proud to be Prime and excited for what comes next.”
With continued expansion expected, the company plans to add another million subscribers before March 2026. The momentum suggests that travel subscriptions are not just a passing trend but a new standard for how global consumers plan, book, and enjoy travel.
As more companies explore recurring revenue models, eDreams ODIGEO’s Prime service stands out as a case study in digital transformation. In an industry once driven by one-time transactions, this subscription-first approach could reshape how travel is purchased in the years to come.
