January 2025 was a record month for the eSky Group in terms of sales of their Vacation and City Break deals, as the number of customers served within their package tours tripled compared to the previous year (+287% YoY), reaching close to 17,000 people in a single month. Simultaneously, the Total Transaction Value came close to over 27 million PLN. These figures exclude clients of Thomas Cook, which became part of eSky Group in September 2024.
eSky Group is strategically focusing on dynamic packages in the long-term perspective. Over the past two years, they have been intensively developing this product, which combines flights, hotel, and transfer in one booking, and also provides protection under the Tourism Guarantee Fund.
“The journey for our customers no longer just revolves around the flight. More and more frequently, it involves immersing oneself in the culture and local communities and maintaining one’s wellbeing. Therefore, we are evolving from a flight ticket broker towards an online travel agency, and dynamic packages allow us to meet the increasing expectations of contemporary travelers. They seek personalized and flexible solutions and the ability to adapt their trip to specific needs, appreciating the freedom of choice in terms of dates, length of stay, destinations and accommodation options. We combine a wide selection and attractive prices with a convenient booking process and multiple payment methods, all under the protection of the Tourism Guarantee Fund,” emphasizes Jarosław Grabczak, Head of Commercial Product at eSky Group.
Major growth was credited to the Polish market. In January 2025, it represented 81% of the Group’s customers who have booked a trip in the form of a dynamic package. In Poland, this number increased by 530% YoY to nearly 14,000 people.
Focus on holidays and the role of a tour operator
In the development of their package product, eSky Group emphasizes the holiday segment, where stays tend to have a longer duration and tend to include more people per package tour, as well as a greater demand for additional services compared to short City Break trips. The holiday segment therefore generates larger turnover and higher margin, as evidenced by the comparison with data from January 2024.
“In January 2025, on the Polish market, we served 639% more people for Vacations (6,000 people) and 464% more customers for City Breaks (7,700 people). This indicates that customers are choosing our solutions, and our package deals have already put us among the top ten largest tour operators in Poland last year,” notes Jarosław Grabczak from eSky Group.
Family trips in flight plus hotel package occurred more frequently in the holiday season compared to city breaks. About 27% of eSky.pl’s customers head on longer holidays with children, while they are present in only 14% of the trips during short foreign breaks.
“We know that different segments of customers are looking for entirely different experiences: some want a warm sea, sandy beach, and a hotel with facilities for the whole family, others require more activities and entertainment in a cityscape, and yet others want to spend as much time in nature as possible. Dynamic packages offer us sufficient flexibility and options to personalize the offer, as we are able to cater to the needs of every user segment,” emphasizes Grabczak.
For vacations with the option of flight plus hotel, Polish users most frequently book trips to Malta, Spain, and Cyprus, followed by Greece, Italy, and Portugal, with Croatia closing the top seven. For city breaks, the destinations are similar, albeit in a slightly different order: Italy, Malta, and Spain lead the way, with Greece, Cyprus, France, and Portugal right behind.
Methodology
The analysis presents eSky Group’s sales data in the dynamic package segment for Vacations (trip of five nights or more) and City Breaks (trip of up to four nights) for January 2024 and January 2025. Vacation and City Break packages are legally recognized tours, and the price includes a contribution to the Tourism Guarantee Fund, Tourism Assistance Fund, as well as insurance against Accidents (NNW) and Costs of Treatment (KL).
Source: https://managerplus.pl/rekordowy-styczen-dla-esky-sprzedaz-pakietow-turystycznych-wzrosla-o-287
