Published on
November 20, 2025
With over 700 employees, eDreams holds the title as the first on-line travel agency in Europe and is now the foremost company in the travel subscription sector worldwide. eDreams recently announced their plan to disrupt the travel sector once again, however, this time they plan to shift to focus on their further growth. Over the next 5.5 years eDreams aims to increase its subscribers to 13 million, increasing the number of market subscribers by 40 percent. Consequently, eDreams is anticipated to become the leading subscription travel model in the world.
Accelerated International Expansion
To capture a larger share of the growing global tourism market, eDreams ODIGEO will accelerate its international expansion beyond its established European markets. Currently, the company operates in ten countries, but plans are now underway to introduce its services in high-potential regions, such as Latin America, Central Europe, and the Middle East and Africa (MEA). Early tests in these regions have yielded promising results, with Prime membership penetration exceeding expectations in these newly explored markets.
This push into new territories is not only about expanding geographical reach but also adapting the subscription model to local demands. With localised offerings, the company aims to meet the diverse needs of travellers, further establishing its position as a leader in the subscription-driven tourism sector. The expansion will focus on countries with high-growth potential, capitalising on the increasing demand for flexible, accessible travel solutions that offer more than just traditional holiday packages.
Product Diversification to Enhance Member Experience
In an effort to increase value for its customers, eDreams ODIGEO is enhancing its product offerings. A major shift will see the introduction of more flexible payment options for the annual subscription, including monthly and quarterly instalments. These options are expected to not only improve the long-term value for members but also provide access to a broader range of consumers, particularly those in regions with lower disposable income.
The company’s Prime membership will also see expansion into new travel categories, such as rail travel, which has grown significantly in recent years. Rail travel alone is a market worth more than 40 billion euro, and eDreams plans to tap into this sector, adding it to its portfolio of flight, hotel, and car rental services. Additionally, eDreams will continue offering exclusive member benefits such as cancellation flexibility and access to special deals, ensuring that the value proposition of its Prime subscription becomes increasingly attractive to a global audience.
Deepening AI Leadership for Personalised Travel Experiences
Another pillar of eDreams ODIGEO’s growth strategy is the deepening of its leadership in Artificial Intelligence (AI). The company has already developed a proprietary AI platform that powers personalised travel experiences for millions of Prime members. With over 100 million daily searches and 100 terabytes of data processed every day, eDreams is positioned to use AI to refine its offerings, providing hyper-personalised recommendations and services to enhance the customer experience.
Investing in AI will allow eDreams ODIGEO to scale its services more effectively, offering even more tailored travel solutions. The company is particularly focused on leveraging agentic AI, which can drive deeper insights into consumer behaviour, enabling eDreams to predict and meet the needs of customers in real-time. As AI continues to evolve, eDreams is well-placed to use this technology to maintain a competitive edge in the crowded tourism market.
Financial Outlook and Projected Growth
In line with its ambitious growth targets, eDreams ODIGEO has outlined a strong financial outlook. The company expects to increase its Prime membership base at an annual growth rate of 15-20 percent from fiscal years 2028 to 2030, ultimately achieving over 13 million Prime members by 2030. However, the company acknowledges a transitional period with strategic investments impacting short-term profitability. These investments, including the introduction of flexible payment options and the scaling of its international operations, are expected to slow down profit margins initially.
Despite these short-term challenges, the long-term forecast remains positive. eDreams ODIGEO expects to recover from this investment phase and project robust profitability growth with a more than 35 percent increase in cash EBITDA annually from fiscal years 2028 to 2030. The company’s strong financial position supports these growth initiatives, with plans for continued shareholder returns through share repurchase programs valued at over 100 million euro in the next two years.
Overview
eDreams ODIGEO’s latest roadmap highlights the company’s ambition to dominate the subscription travel industry. Its planned global reach expansion, product diversification, and the use of cutting-edge AI technology will allow the company to give millions of members a more personalised and flexible travel experience. With these strategic adjustments, eDreams ODIGEO will most likely drive advancements in the travel industry over the next few years by providing consumers a novel travel planning and holiday experience.
