EDreams Adds Hotels to Prime Subscription Scheme
Skift Take
EDreams is certainly putting a lot of effort into its Prime subscription offering. The test will be how it goes down in other markets and how it performs over a number of years. Do the numbers stack up over the long term and will people keep renewing?
European online travel agency group eDreams Odigeo has added hotels to its Prime membership service as it targets two million members by 2023, a fourfold increase from its current 450,000.
The plans, revealed at an investor event in Barcelona on Tuesday, also show that the company wants to add new products and move into other markets. Prime is currently active in France, Italy, Spain, and Germany, with Portugal and the United Kingdom as potential targets. Future product launches include dynamic holiday packages and car rentals.
A few other travel businesses have pushed subscriptions but with limited results. EDreams, on the other hand, is thinking big — and looking at the figures it has some cause for optimism. In Italy and France, Prime members have, respectively, a 26 percent and 22 percent share of
