The rise of subscription-based travel « Euro Weekly News

Subscription-based travel is becoming an increasingly popular trend in the tourism industry. It’s when customers are offered unlimited flights, cruises, and hotel stays for a flat fee.

Airlines, cruise lines, and luxury brands are still profiting from this seemingly good-value-for-money model, promising flexibility and affordability. But are these travel memberships as good as they sound, or do they come with hidden drawbacks?

Why are travel subscriptions gaining popularity?

Travellers are looking for cost-effective ways to explore the world, and companies including Wizz Air and Virgin Voyages have stepped in with membership-based travel schemes. Wizz Air’s “All You Can Fly” pass, for example, allows unlimited flights for a year. The first batch sold out within 48 hours of its launch in August 2024. A spokesperson from Wizz Air told Euronews that “travellers have booked their preferred flight over 90 per cent of the time.”

YouTuber Marius Bittner, also known as TheLensNomad, has extensively used Wizz Air’s pass, visiting destinations like Sevilla, Rome, Paris, and London. While he found the pass beneficial, he also reported challenges. Bittner told his followers that “the booking process has generally been straightforward through the dedicated website, though planning the trips can be a bit tricky.” He also noted issues such as limited seat availability, long layovers, and unexpected extra fees, including a “€50 penalty for failing to check in online at least three hours before departure.”

Annual memberships for cruises and hotels

It’s not just airlines exploring this unlimited model. Cruise lines and luxury hotels are also offering annual travel memberships. Virgin Voyages launched its “Annual Cruise Pass” in 2025, initially priced at $120,000 (€114,260). The success of this offer led to a more exclusive 2026 version, costing $199,000 (€189,490). Nicole Huang, senior vice president of sailor experiences for Virgin Voyages, told Euronews, “After Richard Branson went on ‘Good Morning America’ to talk about our Annual Pass, there was so much excitement and buzz.”

Luxury travel brands are also getting involved. Inspirato provides high-end hotel access for members, while Tablet Hotels’ Plus Program offers benefits like room upgrades and free breakfasts for an annual fee of $99 (€94). The Access AKA membership, at $750 (€714) per year, grants discounted stays and perks across the UK and US.

Are travel subscriptions good value for money?

While the appeal of unlimited travel is undeniable, there are drawbacks. FTN News reports that quite often there is limited availability in terms of flights, cruises, and hotel rooms. There are also frequent blackout dates restricting peak-season bookings.

Additional charges may apply for seat selection, baggage, and last-minute changes.

With airlines, cruise lines, and hotel brands refining their offerings, subscription-based travel is set to expand.

However, before committing to a travel membership, travellers should carefully assess their travel habits, read the fine print, and calculate actual savings. While these schemes can be a great deal for frequent flyers, they may not suit everyone’s needs or budgets.

The environmental impact of subscription-based travel

Unlimited travel raises questions about increased carbon footprints and sustainability. A spokesperson from the European Environmental Agency (EEA) told Euronews, “One effective strategy for mitigating the environmental impacts of mobility is managing demand whenever possible.”

As sustainability concerns grow, the industry will need to balance affordability with environmental responsibility – that’s a tricky one.

Have you ever considered or used subscription-based travel? Personally, I would worry about forking out for an annual pass and then another pandemic decides to come along. Let us know your thoughts in the comments below.

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