For decades, international roaming felt like a trap. The traveler who dared to switch on data abroad, even briefly, risked a bill that could rival the cost of their flight. A few minutes checking emails or messaging family too often resulted in an astronomical bill when you got back home.

The arrival of eSIM technology is changing that. Adoption has been rapid, fueled by the release of eSIM-compatible phones and the promise of affordable and seamless global connectivity. Yet many of the travel eSIM providers that have sprung up over the past few years have struggled to deliver on that promise. 

They compete almost exclusively on price, often at the expense of network quality. Then there’s the issue of user experience: for the average traveler, downloading an unfamiliar app on unreliable airport wifi while in a rush to catch their plane is a hassle they would rather do without. 

That’s why an increasing number of brands, from fintech giants like Revolut to major commercial airlines like LATAM, are launching their own travel eSIMs to customers. Offering secure, global connectivity in a tap, right from their website or app. 

Airlines have a first class advantage 

For eSIM providers such as Airalo and Holafly, market share is won through relentless advertising. Building recognition and generating sales requires heavy marketing spend. 

Commercial airlines don’t have that problem. They already have what others spend millions to acquire: a trusted and valued brand, a captive audience, and a suite of marketing channels that come free of charge.

They also possess the most valuable asset in this market. They know exactly when and where their passengers are traveling. This information allows them to send precisely timed marketing offers. An eSIM presented alongside a check-in reminder, a notification at the airport gate, or a promotion printed directly onto your boarding pass. 

With each touchpoint, airlines can nudge travelers toward connectivity at the very moment they need it. What could be easier than getting a travel eSIM in a tap just before you fly and connecting on touchdown?

With Gigs, airline customers can even install eSIMs mid-flight, without wifi.  

Freed from hefty marketing costs, airlines can sell travel eSIMs at near-zero customer acquisition cost, turning roaming into a high-margin product. 

Going the extra mile

The roaming market represents a $30B opportunity, but for airlines, selling eSIMs is about more than earning ancillary revenue. It’s also about deepening loyalty with passengers and corporate clients. 

Connectivity can be packaged as a reward for frequent flyers or as a perk for business travelers, strengthening brand perception and making journeys smoother. Roaming packages can also be bundled with other products. Avios, for example, offers free roaming data to Wanda Plus customers as a purchase incentive. 

Travel can be stressful enough without the specter of hidden roaming charges, or the frustration of not being able to use your phone when you land to book a ride or navigate to your hotel. By solving one of the most persistent irritations of international travel, airlines can drive lasting customer love.

Clear for takeoff 

Until recently, offering roaming as an add-on was impractical. The infrastructure was too complex and the margins too thin. 

Gigs has changed that equation. Airlines can now effortlessly embed travel eSIMs directly within their own apps and websites, under their own brand name or co-branded, without redirecting customers to third party websites or apps. 

Rather than delivering eSIMs via clunky referral partnerships that offer no control over retail pricing, margin optimization, or user experience, airlines can now offer the kind of user experience that will truly delight their customers. Secure data in 190+ countries, natively embedded in their app or website, with instant activation, even at 30,000 feet. Gigs handles everything, from the frontend user journey to managing eSIM activation and support, making travel eSIMs a low-lift product.  

The model is simple, the experience is seamless, and the payoff is significant. Passengers can hit the ground running when they land, and carry a lasting sense of convenience associated with the airline’s brand.

The roaming market is shifting. Some providers are facing rising marketing costs and diminishing trust. But airlines are in prime position to see their eSIM offers soar.