An Italian investigation has revealed that eDreams Prime users often faced higher prices than non-subscribers, and ruled that discounts misrepresented and price differences not transparently disclosed based on access method or subscription status.
It cited internal eDreams documents that referenced reverse psychology tactics to boost subscriptions, and reports indicated unwitting subscriptions without clear warnings or free trial applicability.
Ramping up their ongoing battle with the online travel agency, Ryanair has called on European Union consumer and competition regulators to impose stronger measures against eDreams following Italy’s €9m fine for deceptive, manipulative, and misleading practices related to its Prime subscription scheme.
Ryanair maintains that the €9m penalty remains too lenient, leaving consumers exposed to inflated fares and undisclosed intermediary fees. The airline urges regulators to act decisively, noting that eDreams continues to scrape fares while refusing transparency standards adopted by competitors such as Booking.com, Lastminute, and Kiwi. Ryanair has offered eDreams free direct access to its inventory on condition of adopting equivalent transparency and ceasing overcharging.
Edreams shared in a written statement: “We strongly reject the Italian Competition Authority’s (AGCM) decision which does not reflect our current offering. As the global pioneer of the travel subscription category, Prime undergoes constant iteration to respond to travellers’ needs, and this approach is proven by the record-breaking advocacy of our Italian subscribers, who rate their experience significantly higher than non-members. Crucially, Prime unlocks substantial savings for consumers, yet the decision misrepresents standard retail mechanics that are common across industries. We are confident in our position and are immediately appealing this decision before the courts to defend our full compliance with Italian and EU law. Our commitment to our customers and the integrity of our services is unwavering, and we will continue to reinforce our position as the trusted leader for our 7.7 million Prime members globally.”
