The Rise of Travel Subscriptions: Unlocking New Travel Opportunities

Abstract

Travel subscriptions are a growing trend, offering customers regular access to travel services and exclusive perks for a monthly or annual fee. Unlike traditional loyalty programs, which reward customers for ongoing engagement, subscriptions provide immediate benefits upon payment and can drive higher spending. eDreams Prime, for example, has over 5.4 million members and generates significant recurring revenue by offering trade prices, price freezes, and flexible cancellations. However, challenges remain: some travelers prefer pay-as-you-go flexibility or are hesitant to abandon existing loyalty points, and retaining subscribers can be difficult if ongoing benefits aren’t compelling enough to justify continued membership.