Spain’s eDreams Odigeo Claims to Spend Nothing to Market Its Booming Subscription Plan
Photo Credit: EDreams Odigeo CEO Dana Philip Dunne. The company's subscription ranks are climbing rapidly. eDreams Odigeo
Skift Take
Like any online travel agency, eDreams Odigeo spends plenty on marketing to obtain new customers, but is currently spending next to nothing outside its own channels on getting travelers to sign up for its "Prime" subscriptions. No YouTube or banner ads, but this could change soon.
If you build it they will come, or in the case of Spain's eDreams Odigeo, if you entice travelers to visit your websites then they'll sign up for the company's Prime subscription program.
In a somewhat stunning statement, eDreams Odigeo CEO Dana Philip Dunne told analysts during the company's fiscal first quarter earnings call that the online travel agency does no specific paid marketing to convince travelers to sign up for its subscription program, which is seeing its membership booming.
"When I think about customer acquisition in this context, we don't do any Prime-specific customer acquisition," Dunne said September 1. "So let me just give you some examples. You could see a YouTube ad that talks about Prime and people click on
