eDreams ODIGEO's Prime Subscription NPS Surges 36% Above Non-Subscribers in Italy
Event summary
- eDreams ODIGEO's Prime subscription service in Italy achieved a record Net Promoter Score (NPS) of 61 for accommodation bookings in Q4 2025.
- Prime members' satisfaction rates are 36% higher than non-subscribers, marking a five-year widening gap.
- The company aims to grow its subscriber base from 7.7 million to 13 million by 2030.
- Recent investments in Prime include enhanced flexibility features and exclusive member-only deals.
The big picture
eDreams ODIGEO's record NPS for Prime subscribers underscores the growing appeal of travel subscriptions, particularly in a competitive market like Italy. The company's strategic focus on flexibility and exclusive deals aligns with broader industry trends toward personalized, value-driven travel experiences. With over 7.7 million Prime members, eDreams ODIGEO is positioning itself as a leader in the travel subscription category, aiming to expand its reach and deepen customer loyalty.
What we're watching
- Subscription Growth
- Whether eDreams ODIGEO can sustain the 36% satisfaction gap as it scales Prime to 13 million subscribers by 2030.
- Market Expansion
- How the company will replicate this success in other key markets beyond Italy.
- Competitive Differentiation
- The pace at which competitors adopt similar subscription models to challenge eDreams ODIGEO's leadership.
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