eDreams ODIGEO expands Prime subscription into Mexico and Argentina

eDreams ODIGEO (BME: EDR) (OTC: EDDRF) has launched its Prime travel subscription service in Mexico and Argentina, the company said in a statement, marking its entry into the Latin American market.

According to the Barcelona-based company, early subscription uptake in Latin America is running above the rates recorded in its five core European markets. In Mexico, new subscription purchases are outpacing the European baseline by a double-digit margin. Net Promoter Scores in both Mexico and Argentina also exceed the company's European benchmarks, with Argentina showing a stronger relative gain.

The company cited market size data from Phocuswright in noting that Mexico's total addressable travel market stands at $32 billion, with an online travel agency segment of $8.5 billion. Argentina's total addressable travel market is estimated at $8.9 billion, with an online travel market of approximately $4 billion.

eDreams ODIGEO stated the Latin American expansion is proceeding within its existing financial guidance and timelines. The company has set a target of exceeding 13 million Prime subscribers by March 2030. The subscription service currently has more than 8 million members across 44 markets.

Chief Executive Dana Dunne said the early indicators in Mexico and Argentina demonstrate that "Prime successfully translates across borders," adding that the company remains focused on "fulfilling our long-term commitments to our shareholders."

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