EDreams Odigeo has added to its travel subscription service another 50,000 members since November, bringing its membership base to about 500,000 for its brands eDreams, Opodo, and GO Voyages. The effort is the biggest test yet of consumer interest in subscriptions as a way to buy travel.
The online travel agency group, based in Barcelona, launched the Prime program in 2017 with flights, but since November it has added 2.1 million hotels. Subscribers receive discounts in return for paying annual fees that range by country, such as about $50 (€44.90) in Italy and about $62 (€55) in France.
The pandemic has grounded many travelers, so eDreams Odigeo has been offering free extensions to current subscribers. It has also begun a promotional campaign that aims to entice new members with a half-year free trial.
The group hasn’t broken out the subscription service’s contribution to revenue and profit. But the rising adoption of…