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Subscription Vacations. The Subscription Economy in the Tourism Market: The Case Study of Poland Cover

Subscription Vacations. The Subscription Economy in the Tourism Market: The Case Study of Poland

Quaestiones Geographicae
Volume 44 (2025): Issue 4 (December 2025)
By: Ewa Markiewicz and  Justyna Ziobrowska-Sztuczka  
Open Access
|Dec 2025

Figures & Tables

Relationship between gender and the use of individual products and services in the tourism subscription model_ Results of the chi-square independence test_

Variable WomenMenχ2(1)pϕ
N%N%
Transport subscriptionsNo12787.6%9884.5%0.520.4770.04
Yes1812.4%1815.5%
Accommodation subscriptionsNo10773.8%8472.4%0.060.8880.02
Yes3826.2%3227.6%
Holiday clubsNo12787.6%10489.7%0.270.6980.03
Yes1812.4%1210.3%
Subscriptions to booking platformsNo9364.1%8270.7%1.250.2900.07
Yes5235.9%3429.3%
Subscriptions to tourist attractionsNo12384.8%10287.9%0.520.5880.05
Yes2215.2%1412.1%
Subscriptions of tangible productsNo13593.1%10792.2%0.070.8140.02
Yes106.9%97.8%
Carriage subscriptionsNo12183.4%9581.9%0.110.7450.02
Yes2416.6%2118.1%
Travel insurance subscriptionsNo13190.3%10792.2%0.290.6640.03
Yes149.7%97.8%
Subscriptions for trip planningNo13895.2%10489.7%2.910.0980.11
Yes74.8%1210.3%

Distribution of answers to the question about the most important facilities in travel subscriptions_

What amenities do you consider most important in travel subscriptions?N%
Discounts on flights, hotels and other services16964.3%
Flexibility of booking and cancellation11644.1%
Access to exclusive offers and attractions (e.g. VIP clubs)5721.7%
Personalised trip planning6825.9%
Ongoing travel support4918.6%
Total263

Relationship between income and preferences for amenities in travel subscriptions_ Results of the chisquare independence test_

Variable Up to 3000 PLNFrom 3001 to 4000 PLNFrom 4001 to 5000 PLNOver 5000 PLNχ2(3)pVc
N%N%N%N%
Discounts on transport, hotels and other servicesNo1625.0%2433.8%3247.1%2236.7%7.150.0670.17
Yes4875.0%4766.2%3652.9%3863.3%
Flexibility of booking and cancellationNo3351.6%4360.6%4464.7%2745.0%6.150.1050.15
Yes3148.4%2839.4%2435.3%3355.0%
Access to exclusive offers and attractionsNo5179.7%5577.5%5276.5%4880.0%0.340.9530.04
Yes1320.3%1622.5%1623.5%1220.0%
Personalised trip planningNo4367.2%5273.2%5276.5%4880.0%2.910.4060.11
Yes2132.8%1926.8%1623.5%1220.0%
Ongoing travel supportNo5179.7%6185.9%5175.0%5185.0%3.430.3300.11
Yes1320.3%1014.1%1725.0%915.0%

Relationship between age and the use of individual products and services in the tourism subscription model_ Results of the chi-square independence test_

Variable Ageχ2(2)pVc
18–2425–4445 and more
N%N%N%
Transport subscriptionsNo8492.3%8085.1%6380.8%4.910.0860.14
Yes77.7%1414.9%1519.2%
Accommodation subscriptionsNo6571.4%6872.3%5975.6%0.410.8140.04
Yes2628.6%2627.7%1924.4%
Holiday clubsNo8492.3%8287.2%6785.9%1.980.3720.09
Yes77.7%1212.8%1114.1%
Subscriptions to booking platformsNo6571.4%5861.7%5367.9%2.030.3630.09
Yes2628.6%3638.3%2532.1%
Subscriptions to tourist attractionsNo8087.9%8388.3%6482.1%1.710.4250.08
Yes1112.1%1111.7%1417.9%
Subscriptions of tangible tourism productsNo8492.3%8994.7%7191.0%0.900.6390.06
Yes77.7%55.3%79.0%
Carriage subscriptionsNo8087.9%7984.0%5874.4%5.580.0610.15
Yes1112.1%1516.0%2025.6%
Travel insurance subscriptionsNo8087.9%8792.6%7393.6%2.010.3670.09
Yes1112.1%77.4%56.4%
Subscriptions for trip planningNo8492.3%8994.7%7191.0%0.900.6390.06
Yes77.7%55.3%79.0%

Relationship between income and the use of individual products and services in the tourism subscription model_ Results of the chi-square independence test_

Variable Up to 3000 PLNFrom 3001 to 4000 PLNFrom 4001 to 5000 PLNOver 5000 PLNχ2(3)pVc
N%N%N%N%
Transport subscriptionsNo5992.2%6185.9%5580.9%5286.7%3.580.3100.12
Yes57.8%1014.1%1319.1%813.3%
Accommodation subscriptionsNo4570.3%5273.2%4667.6%4981.7%3.510.3190.12
Yes1929.7%1926.8%2232.4%1118.3%
Holiday clubsNo6296.9%6287.3%5377.9%5693.3%13.430.0040.23
Yes23.1%912.7%1522.1%46.7%
Subscriptions to booking platformsNo4062.5%5476.1%4464.7%3863.3%3.740.2910.12
Yes2437.5%1723.9%2435.3%2236.7%
Subscriptions to tourist attractionsNo5789.1%5983.1%5682.4%5591.7%3.390.3350.11
Yes710.9%1216.9%1217.6%58.3%
Subscriptions of tangible tourism productsNo5890.6%6693.0%6189.7%5998.3%4.170.2440.13
Yes69.4%57.0%710.3%11.7%
Carriage subscriptionsNo5585.9%5983.1%5580.9%4880.0%0.930.8190.06
Yes914.1%1216.9%1319.1%1220.0%
Travel insurance subscriptionsNo5890.6%6287.3%6494.1%5693.3%2.430.4880.10
Yes69.4%912.7%45.9%46.7%
Subscriptions for trip planningNo6093.8%6185.9%6595.6%5896.7%7.230.0650.17
Yes46.3%1014.1%34.4%23.3%

Relationship between age and preferences for amenities in travel subscriptions_ Results of the chisquare independence test_

Variable Ageχ2(2)pVc
18-2425-4445 and more
N%N%N%
Discounts on transport, hotels and other servicesNo2224.2%3941.5%3342.3%8.120.0170.18
Yes6975.8%5558.5%4557.7%
Flexibility of booking and cancellationNo4549.5%5255.3%5064.1%3.680.1590.12
Yes4650.5%4244.7%2835.9%
Access to exclusive offers and attractionsNo6874.7%7781.9%6178.2%1.410.4940.07
Yes2325.3%1718.1%1721.8%
Personalised trip planningNo6369.2%6872.3%6482.1%3.850.1460.12
Yes2830.8%2627.7%1417.9%
Ongoing travel supportNo7380.2%8085.1%6178.2%1.460.4820.07
Yes1819.8%1414.9%1721.8%

Selected examples of tourism companies operating under the subscription model_

Type of tourism productExample of company / Name of subscription programmeExamples of benefits
TransportLufthansa / Flight PassWizz Air / WIZZ MultiPassAlaska Airlines / Fllight.PassEmirates / Skywards+Volaris / All You Can FlyWheels Up / Prior BespokeGood Sam / Good Sam MembershipHertz / Hertz MyAvis / Avis PreferredUber / Uber EatsWolt / Wolt+
  • –

    discount on your next purchase,

  • –

    access to airport lounges,

  • –

    free access to luggage storage,

  • –

    priority service,

  • –

    advance product purchase (e.g. certain number of flights) within certain period or region,

  • –

    exclusive partner offers, such as invitations to monthly dinners, parties and other special events for members only,

  • –

    access to iconic properties.

AccommodationCouchsurfingInterContinental Hotels & Resorts / InterContinental AmbassadorEnnismore / Dis-loyaltyAccor / Accor PlusBidroomCitizenM / CitizenM+Zumper / FlexPassTravel + Leisure Co.Zoku / WorkZokuHoliday Park & Resort / bronze, silver, gold and platinum
  • –

    unlimited number of stays at facilities included in programme,

  • –

    guaranteed permanent discounts on accommodations and early access to promotions,

  • –

    free lodging,

  • –

    late check-out,

  • –

    guaranteed room upgrade of one category,

  • –

    free access to coworking and business space,

  • –

    discount on food and beverage outlets in facility,

  • –

    exclusive events (e.g. culinary cooking courses),

  • –

    free airport transfers,

  • –

    free ironing of clothes.

GastronomyPanera Bread / MyPanera+P.F. Chang’s / Platinum RewardsGoldbellyFrog / voucher
  • –

    convenience for people with regular consumption habits,

  • –

    priority reservations and exclusive dishes,

  • –

    regular deliveries of favourite products eliminate need for frequent purchasing decisions,

  • –

    products at lower price compared to regular purchases.

Booking platforms / Tour operator / Holiday clubeDreams ODIGEO / eDreams ODIGEOPrimeTripAdvisor / TripAdvisor Plus**.Inspirato / InspiratoPass Travel + Leisure Co.
  • –

    unlimited number of stays at participating accommodations (including five-star hotels and luxury vacation homes),

  • –

    discounts on stays at resorts and hotels,

  • –

    car rental discounts,

  • –

    discounts on cruises and tourist attractions,

  • –

    discounts on renting coworking space,

  • –

    virtual cooking lessons,

  • –

    privileges for intermediary service in visa application process,

  • –

    free subscription to trade journals.

ItineraryZeoRoutePlannerWanderlog / Trip PlannerApp TripIt Pro Trip PlannerSplitwise Pro
  • –

    access to optimised routes and live location sharing,

  • –

    real-time flight alerts,

  • –

    ticket refund monitors,

  • –

    information for loved ones about travel plans,

  • –

    risk alerts,

  • –

    automatic scanning of travel receipts,

  • –

    converting all travel bills into any currency, using current exchange rates.

Travel insuranceSafety WingSeven CornersStaysureGaarmin Search and RescueInsurance AgePZU
  • –

    medical evacuation insurance,

  • –

    constant monitoring and assistance,

  • –

    dedicated account manager,

  • –

    free account analytics.

Tourist attractions (museums, theatres, botanical gardens, amusement parks, ski lifts, etc.)Walt Disney World / Walt Disney World (Florida) Subscription Six Flags / Six Flags Member Natural History Museum, London Metropolitan Museum of Art, New York / 6 membership levels Kennedy Center Theater, Washington / Kennedy Center Subscriptions Cinema City / Cinema City Unlimited Cineworld / Unlimited Cinema National Parks and Federal Recreational Lands Pass / America the Beautiful Pass
  • –

    ticket discounts,

  • –

    discounts on season passes,

  • –

    discounts on food and beverage outlets in facility,

  • –

    discounts on souvenirs,

  • –

    priority access to closed spaces and exhibitions (e.g. so-called ‘opening receptions’),

  • –

    exclusive partner offers, e.g. invitations to special members-only events, ‘talking to the director’, virtual and real previews of selected exhibitions, performances, films,

  • –

    early access to best seats in, e.g. theatre each season,

  • –

    guarantee of permanent place, e.g. in a cinema / theatre for entire season and possibility of retaining them in future,

  • –

    unlimited free ticket exchange up to 48 hours,

  • –

    children’s classes and camps – early registration and discounts,

  • –

    free parking,

  • –

    free digital magazines and newsletters,

  • –

    birthday gifts.

Tangible tourism products (e.g. tourist equipment, tourist clothing)Bike Club, Cycle (bicycles and scooters) Camp Life (camping products) Nomadik; Battlbox / Advanced, Pro, Wedio (camera equipment) Pro Plus; Think Outside (outdoor products).Fabletics; SpandexBox (sportswear box) Wordy Traveler (book box) Little Passports / World Box, USA box; Backpack the World / Kids Geography Subscription Box (educational products).
  • –

    free themed products, ‘surprise effect’, additional tasks to be performed, e.g. ‘monthly outdoor challenge’, original theming of product, e.g. related to seasons,

  • –

    free insurance and repair of tourist equipment,

  • –

    option to buy back touring equipment,

  • –

    membership in charitable activities.

Subscription model vs_ traditional loyalty programme_

CriterionTraditional loyalty programmeSubscription model
Fee structureMost often free participation or low barrier to entry; customers earn points, rewards, benefits based on activity/transactionsUsually a fixed, periodic fee (e.g. monthly, annual) that gives access to specific benefits/membership; requires a financial commitment up front.
Source of loyalty/customer retention mechanismSource of loyalty/customer retention mechanismAdditionally, strong ‘lock-in’ through subscription fees; it is often assumed that the subscriber will regularly use the benefits offered, which increases the cost of change/opting out.
Duration of relationship/commitmentShort-term rewards – the customer buys more often to enjoy the benefits sooner. Flexibility – the customer can participate without a large commitment; the relationship may be less intense if the benefits are not very attractive.Long-term commitment – the customer ‘stays’ because of the ongoing benefits and sunk costs. Financial commitment generates higher expectations regarding the value of the service - there must be consistent value.
Value for customerReward depends on the frequency and amount of purchases.Continuous, immediate value (e.g. free delivery, access to premium content, exclusive services).
Business objective/revenue model for the companyIncrease in purchase frequency and value, less predictable revenue; loyalty increases purchase frequency.Ensuring predictable, repeatable revenue – subscription fee provides steady cash flow but there is also a risk of subscriber churn.
Risks/barriersBarriers to change, but lower entry costs; difficulty in designing attractive rewards and maintaining interest.Risk that users will not take full advantage of the benefits (less use than expected), rejection due to cost, higher expectations of service quality; greater sensitivity to perceived value.

Distribution of responses to the question on the use of products and services offered in the subscription model in tourism

What products or services offered through the subscription model do you use in the field of tourism?N%
Transport subscriptions (including permanent access to flights from specific line)3613.7%
Accommodation subscriptions (e.g. hotel subscriptions)7127.0%
Vacation clubs (permanent access to various destinations and travel services)3011.4%
Subscriptions to booking platforms8733.1%
Subscriptions to tourist attractions3613.7%
Subscriptions of tangible tourism products (including tourist equipment)197.2%
Transport subscriptions (city bikes, scooters, carsharing)4617.5%
Travel insurance subscriptions238.7%
Subscriptions for trip planning197.2%
I don’t use any7327.8%
Total263

Relationship between gender and preferences for amenities in travel subscriptions_ Results of the chisquare independence test_

Variable WomenMenχ2(1)pϕ
N%N%
Discounts on transport, hotels and other servicesNo5638.6%3832.8%0.960.3650.06
Yes8961.4%7867.2%
Flexibility of booking and cancellationNo7652.4%6959.5%1.300.2620.07
Yes6947.6%4740.5%
Access to exclusive offers and attractionsNo11780.7%8875.9%0.890.3660.06
Yes2819.3%2824.1%
Personalised trip planningNo10371.0%9178.4%1.860.2000.08
Yes4229.0%2521.6%
Ongoing travel supportNo11478.6%9884.5%1.450.2660.07
Yes3121.4%1815.5%
DOI: https://doi.org/10.14746/quageo-2025-0043 | Journal eISSN: 2081-6383 | Journal ISSN: 2082-2103
Journal RSS Feed
Language: English
Page range: 57 - 72
Submitted on: Feb 10, 2025
|
Published on: Dec 31, 2025
Published by: Adam Mickiewicz University
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
Keywords:
subscription economy,
business model,
trends in consumer behaviour,
tourism market,
tourism product
Related subjects:
Geosciences,
Geography

© 2025 Ewa Markiewicz, Justyna Ziobrowska-Sztuczka, published by Adam Mickiewicz University
This work is licensed under the Creative Commons Attribution 4.0 License.

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