eDreams ODIGEO Expands Footprint in Latin America With Its Prime Travel Subscription Model

Key Terms

total addressable market (tam) financial

Total addressable market (TAM) is an estimate of the total revenue opportunity available for a product or service if it captured 100% of its potential customers. Think of it as the size of the whole pizza a company could sell rather than the slice it currently has; investors use TAM to judge how big a business could grow, compare opportunities across companies, and decide whether a market is large enough to support meaningful returns.

ota financial

OTA stands for over-the-air update, a way companies send software or firmware changes wirelessly to devices — like pushing a new app version to your phone without a cable. For investors it matters because OTAs let businesses fix bugs, add features, close security holes or improve product performance quickly and at lower cost than recalls or physical servicing, which can protect revenue and reputation.

net promoter scores (nps) technical

Net Promoter Score measures how likely customers are to recommend a company or product to others, based on a simple survey where respondents are grouped as promoters, passives or detractors and the promoter share minus detractor share gives the score. Investors care because it acts like a quick thermometer of customer loyalty and word‑of‑mouth potential: higher NPS often predicts stronger repeat sales, lower churn and organic growth, while a falling NPS can warn of future revenue pressure.

metasearch engine technical

A metasearch engine is an online tool that sends a user’s query to several search engines or specialty sites and combines the results into one list, like a travel agent who checks many booking sites at once and shows the best options. For investors it matters because it can concentrate customer traffic, influence how easily users find products or services, and affect a company's revenue, marketing costs and partnerships without the metasearch operator owning the underlying inventory.

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• Pioneering Prime travel subscription platform tracks strong early performance in Latin America following recent launches in Mexico and Argentina.
• Global expansion progresses in line with existing guidance, ensuring long-term subscriber growth scales predictably toward a target of 13 million members by March 2030.

BARCELONA, Spain--(BUSINESS WIRE)--

eDreams ODIGEO (the “Company” or “eDO”) (BME: EDR) (OTC: EDDRF) the world’s leading travel subscription company, today provided an operational update on the international expansion of its subscription platform, Prime, across Latin America.

Following its established multi-year market expansion strategy, the Company is successfully scaling its travel subscription model across the Latin American region, reinforcing the operational foundations required to achieve its fiscal year 2030 objective of exceeding 13 million subscribers.

This expansion phase represents a predictable execution of the growth levers previously outlined to the market. By establishing a firm operational footprint through the recent launch of Prime in Mexico and Argentina, eDO is progressively broadening its regional presence. This deliberate geographic progression allows the business to deploy its subscription model, powered by proprietary artificial intelligence capabilities, across a vast new addressable market, driving sustainable subscriber growth exactly as anticipated.

Scaling the travel subscription model in rapidly accelerating Latin American markets

This expansion allows the Company to capture significant opportunities in Latin America, a region demonstrating dynamic growth in e-commerce and digital travel adoption. In Mexico, the Total Addressable Market (TAM) for travel stands as the largest in the region at $32 billion, with an OTA market size of $8.5 billion. Meanwhile, Argentina represents the third-largest TAM in the region at $8.9 billion, with an online travel market size of approximately $4 billion¹.

Performance metrics from these international territories confirm excellent consumer reception, validating the scalability of the Prime model. Relative to the historical benchmarks of the Company's top-five core European markets, the share of customers that purchase a new subscription is consistently higher across Latin America. This rapid subscription adoption is particularly accelerated in Mexico, outperforming the European core by a robust double-digit margin.

Furthermore, customer advocacy and satisfaction in these expansion markets have intensified. Net Promoter Scores (NPS) across Mexico and Argentina demonstrate a meaningful increase compared to established European benchmarks. This trend is heavily supported by the enthusiastic reception in Argentina, where the outperformance in early customer advocacy scores is even stronger.

Dana Dunne, Chief Executive Officer at eDreams ODIGEO said: "The progress we are observing across our Latin American markets marks a significant milestone in our journey to globalise the world’s first travel subscription model. With highly encouraging early indicators in recently launched markets like Mexico and Argentina, we are proving that Prime successfully translates across borders. This predictable expansion allows us to capture an additional share of the global online travel market. We remain entirely focused on executing our strategic roadmap, delivering consistent value to our expanding member base, and as ever, fulfilling our long-term commitments to our shareholders."

The ongoing regional scaling remains entirely within the current financial targets and timelines specified in the long-term guidance.

About eDreams ODIGEO

eDreams ODIGEO is the world’s leading travel subscription platform and one of the largest e-commerce businesses in Europe. Under its four renowned online travel agency brands – eDreams, GO Voyages, Opodo, Travellink, and the metasearch engine Liligo – it serves millions of customers every year across 44 markets. Listed on the Spanish Stock Market, eDreams ODIGEO works with nearly 700 airlines. The business launched Prime, the first subscription product in the travel sector, which has topped over 8 million members. The brand offers the best quality products in regular flights, low-cost airlines, hotels, dynamic packages, car rental and travel insurance to make travel easier, more accessible, and better value for consumers across the globe.

¹ Travel Forward. Data, Insights & Trends for 2026. Phocuswright.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260623635617/en/

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Source: eDreams ODIGEO