Travel subscriptions bring unique experiences and lower rates amid environmental and exclusivity concerns.
Companies across the tourism industry have started offering travel subscription programs with membership benefits ranging from exclusive discounts on accommodations to ‘unlimited’ air or sea travel for lower-than-usual prices.
These all-you-can-travel offerings sound like an exciting opportunity, and for travellers like Marius Bittner, it’s an easy scheme to take advantage of.
“Since I purchased the Wizz Air ‘All You Can Fly’ pass in December, I’ve taken 12 flights to destinations like Sevilla, Rome, Paris, London, Prague, and Vienna.”
The YouTuber, who streams under username TheLensNomad, shared his initial thoughts on the budget airline’s 12-month membership program shortly after his first journey. Bittner travelled from Vienna to London, then from London to Prague.
Wizz Air’s ‘all you can fly’ scheme was sold out in 48 hours
Bittner’s not the only traveller taking advantage of the program. A spokesperson from Wizz Air told Euronews Travel that the first set of memberships sold out within 48 hours of its debut in August 2024.
While the airline claims that travellers have booked their preferred flight over 90 per cent of the time, the YouTuber told his followers that the program has its obstacles.
“The booking process has generally been straightforward through the dedicated website, though planning the trips can be a bit tricky.”
Wizz Air’s website states that the pass is applicable for 780 routes across 53 countries, although domestic flights within Italy are not included. Seats are subject to availability, which is an essential clause as the booking window only extends from 72 hours to three hours prior to departure.
Bittner claims that this limited window makes it harder to secure preferred accommodation in popular tourist destinations, such as Iceland. He also mentioned other challenges with the flight pass, including unexpected currency conversion fees and an online check-in requirement that has a €50 fee if not completed three hours prior to departure.
“Another challenge I hadn’t anticipated is the long layovers that come with Wizz Air flight schedules. If you arrive at 9 AM and have a 9 PM connecting flight, you’re stuck with no other alternatives.”
For €189,000, you can set sail for 365 days in 2026 with a cruise pass
You needn’t look to the skies to find a subscription that aligns with your travel interests. Both Interrail and Eurail passes offer European residents and foreign guests an opportunity to secure ‘unlimited’ rail travel within the framework of selected countries and dates.
The cruise industry has jumped aboard this trend, too. Virgin Voyages, which sails throughout Europe, North America, and the Caribbean, debuted an annual pass in 2025. For a price of $120,000 (€114,260) for one individual and a single guest, the company allows pass holders to sail up to 365 days on any of their cruise routes.
Nicole Huang, senior vice president of sailor experiences for Virgin Voyages, tells Euronews Travel that the success of the 2025 annual pass led to the release of the 2026 annual pass.
Along with an increased price to $199,000 (€189,490), the pass includes perks like round-trip flights and ferry transfers, a cabana reservation at a select property, and a one-week stay on Richard Branson’s exclusive Necker Island.
“After Richard Branson went on ‘Good Morning America’ to talk about our Annual Pass, there was so much excitement and buzz,” Huang said. “It’s truly an industry first, and there were long queues to learn more. Our voyage planners shared feedback from sailors inquiring about 2026 now, so we thought, “Why wait?” and added a few elements to make the [cruise] package a little suite-r.”
Travel subscriptions are moving forward without transport ties
Inspirato, a luxury travel subscription brand, offers members discounted rates on its offering of 400+ accommodations, including hotels, resorts, and vacation homes. With more than 100 global destinations and over a dozen members-only experiences, Inspirato caters to travellers seeking luxurious getaways in major metropolitan areas and remote locations.
“The rise of luxury travel subscription programs reflects a growing demand for certainty, quality, and seamless experiences,” says Inspirato chairman and CEO Payam Zamani.
“Globally, we’re seeing a strong and increasing appetite for luxury travel programs as travellers seek more flexibility, exclusivity, and high-end experiences without the long-term commitment of ownership.”
Other hotel groups are also opening their doors to travel subscriptions. The Access AKA membership has an annual fee of $750 (€714) that provides discounts to AKA hotels and dining venues located across the UK and US, plus a list of perks ranging from complimentary spa access to accommodation upgrades.
Global brand Tablet Hotels launched its Tablet Plus program in 2019, one year after it was acquired by Michelin. For $99 (€94), the annual membership includes spa treatments, daily breakfast, airport transfers, room upgrades, and complimentary wine. Some of the membership-eligible Tablet Plus hotels feature Michelin-starred restaurants.
Do all-you-can-travel schemes hold back sustainable tourism?
New Zealand’s Sound Air, as well as the US-based Alaska and Frontier Airlines, have also offered similar flight pass programs to Wizz Air. Although few airlines around the globe offer these schemes, the European Environmental Agency notes that overall emissions from the transport sector are increasing. All-you-can-travel options, whether they be transport-based or not, may lead to unintended consequences.
A spokesperson from the EEA says that while many EU member states have policies in place to decrease transport-related greenhouse gas emissions by 14.3 per cent in 2030, programs that encourage unlimited flying could contribute to environmental degradation, overtourism, and an increased carbon footprint.
“One effective strategy for mitigating the environmental impacts of mobility is managing demand whenever possible,” the EEA spokesperson adds.
“Travellers should remain mindful of their consumption and waste. Choosing eco-friendly destinations, accommodations and activities, supporting local businesses, and prioritising lower-emission transport options – such as public transport, rail, walking, and cycling – over air travel can all contribute to more sustainable tourism.”
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