eDreams Prime Poland rollout goes to full scale

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.