eDreams ODIGEO has moved its Prime travel subscription into full scale expansion in Poland, adding another market to a rollout that the company says will take it beyond 13 million subscribers by March 2030.
The Barcelona based group, listed in Madrid as EDR and traded over the counter in the United States as EDDRF, announced the move on 24 August. It said Prime had already delivered a strong attach rate in the country, with a high share of customers choosing to become subscribers, alongside what it described as a highly competitive member offering. Those results, the company argued, prove that it can scale its subscription proposition beyond its established Western European base.
Poland is an unusual test case. eDreams pointed to the country’s appetite for paid membership as the reason it chose to commit: the largest domestic e-commerce platform counts more than 7.5 million active subscribers to its membership programme in a country of roughly 38 million people. Paid membership, in other words, is already an ordinary part of consumer life there rather than something a travel brand has to explain from scratch.
The commercial prize is sizeable by regional standards. Poland’s online travel market is worth 3.4 billion euros, of which the online travel agent segment accounts for 2.5 billion euros and is growing at around 10 per cent a year, making it one of the largest and fastest growing online travel agency markets in Central and Eastern Europe, according to figures cited by the company.
The 2030 target behind the move
The Poland launch sits inside a strategic roadmap the company presented in November 2025, in which international expansion is one of the main levers on the path to more than 13 million Prime members. eDreams recently scaled the same proposition in Argentina and Mexico, where it says performance has met expectations, and it is also extending the subscription across a broader range of travel products as it builds towards what it calls a global, multi product subscription platform. The company said its existing financial targets and long term guidance are unchanged.
Dana Dunne, chief executive at eDreams ODIGEO, said: “We are delighted to take Prime to full scale in Poland. The strong appetite Polish customers have shown for Prime, echoing what we have seen in other recently scaled markets, such as Argentina and Mexico, proves that our subscription model travels well beyond our home markets. This is our strategy delivering exactly as planned. We look forward to bringing the benefits of Prime to many more Polish travellers as we progress towards our goal of more than 13 million members by March 2030.”
Why UK subscription businesses should be watching
For British firms, the interest is less in Polish flight bookings than in the model itself. Recurring revenue has become one of the most copied growth strategies in consumer and business to business markets alike, and the questions eDreams is answering in Poland, whether members join, whether they stay, whether the benefits are worth the fee, are the same ones facing any UK company weighing up which subscription model actually fits its customers. The pattern eDreams describes, proving demand in a market before committing to full scale, is also the textbook approach to entering a new territory without overcommitting capital.
The regulatory backdrop in Britain is about to change, however. The Department for Business and Trade says there are around 155 million active subscriptions in the UK, worth roughly 26 billion pounds a year in consumer spending, and a new subscription contracts regime under the Digital Markets, Competition and Consumers Act 2024 is expected to commence in spring 2027. Under those rules, traders will have to give clear information before sign up and let customers cancel online if they signed up online, send reminders before trials and long contracts renew, offer a 14 day cooling off period after those renewals, and refund customers within 14 days.
The government estimates the changes will save consumers around 400 million pounds a year, a figure that comes straight out of subscription revenues somewhere. Any UK business building a Prime style membership will be doing so under tighter rules on how easily people can leave it.
