For years, the travel industry has focused on where people go. Destinations, seasonal demand, and visitor numbers have traditionally shaped how businesses approach growth. But understanding how people travel is becoming equally important. The frequency of international journeys, differences between generations, and evolving expectations around digital services offer valuable insights into how travel-tech companies should approach product development, customer relationships, and long-term growth.
For the eSIM market, these changes raise an important strategic question: how can businesses adapt to travellers whose needs extend beyond a single destination or journey?
Travel frequency is changing the customer relationship
According to Holafly’s Global eSIM & Travel Report 2025–2026, 56% of surveyed travellers made two or more international trips in 2025, while 29% travelled more frequently than in 2024. These findings highlight an important opportunity for travel-tech companies: moving beyond individual transactions to build relationships that extend across multiple journeys.
For eSIM providers, this means considering the entire customer lifecycle rather than focusing exclusively on acquisition. A traveller who uses a service successfully during one trip may expect the same simplicity and reliability when preparing for the next. From a strategy perspective, retention and customer lifetime value become essential considerations when deciding where to invest, how to improve products, and how to create sustainable growth.
Different travellers, different expectations
Travel behaviour also varies across generations and markets. Holafly’s report found that 46.4% of international journeys involved destinations visited for the first time, illustrating the continued importance of discovery. However, someone exploring an unfamiliar country may approach digital services differently from a frequent international traveller who already knows what to expect.
Understanding these differences is particularly important for companies operating across multiple markets. A first-time visitor may prioritise clear instructions and an easy setup process, while a frequent traveller may value convenience and consistency across destinations. The challenge is to design experiences that respond to different needs without introducing unnecessary complexity. Data can reveal behavioural patterns, but translating those insights into meaningful improvements requires understanding the people behind the numbers.
From technology adoption to long-term value
The report also indicates that 17% of surveyed travellers were already using eSIMs, rising to 25% among those under 35. While adoption differs between customer groups, these figures highlight the importance of understanding how familiarity with digital services influences customer expectations.
As eSIM technology becomes more familiar, the strategic challenge extends beyond offering the technology itself. Companies need to consider how the entire experience creates value, from discovering and activating a service to using it abroad and returning for future journeys. This requires closer alignment between product development, customer experience, and commercial strategy, ensuring that business decisions reflect how people actually travel.
For companies expanding internationally, this also means recognising that a successful approach in one market may not translate directly into another. Customer behaviours, expectations, and levels of digital familiarity vary, making the ability to learn and adapt an important part of sustainable growth.
Ultimately, changing travel habits are more than an indicator of market demand. They offer an opportunity to rethink how travel-tech businesses create lasting value. The companies that remain relevant will be those that look beyond individual transactions, understand how customer needs evolve, and turn those insights into experiences travellers want to return to.
