There’s something oddly personal about our roaming connection.
For years, it was the invisible bridge that kept us tethered to home while we explored the world. We didn’t think much about it—until the bills arrived. Then came the mix of gratitude and frustration: roaming made life easier, but never cheaper.

That tension is what makes our relationship with roaming so unique. It’s emotional, even nostalgic. We remember landing in a new country, turning on our phones, and feeling that small rush of relief when messages came through. But over time, many of us started to feel differently. Prices stayed high, options multiplied, and eSIMs quietly changed the game. What used to feel like a necessary evil began to feel… optional.

At Alertify, we wanted to capture that shift—the changing emotions, habits, and attitudes that travelers have toward roaming in 2025. So, we asked our community a simple but revealing question:

If roaming was a person, what would you say to them?

It wasn’t just a playful poll. It was a way to understand how travelers today really feel about roaming—after years of shared history, good and bad.

Here’s how you responded:

• “We had a good run.” — 18%
• “I don’t trust you anymore.” — 18%
• “You’re OK but expensive.” — 27%
• “I call you when desperate.” — 36%

Half of you admitted that roaming is now just a backup—a safety net for emergencies, not a go-to travel companion.

And that says a lot about how the landscape of travel connectivity has evolved. It’s not just about technology; it’s about expectations. Travelers no longer want to just “stay connected”—they want to stay in control.

* Based on 500 votes collected via Alertify’s LinkedIn poll, October 2025.

The early days: fond memories

Remember when roaming felt like magic? You land in a new country, pull out your phone, and check maps, texts, and Instagram—everything just works. No hunting around for a SIM, no changing numbers, and no juggling connections. For a while, roaming was your international wingman.

Back then, we might have told Roaming, “We had a good run.” Yes—27% of you still hold onto that friendly nostalgia. There’s real value in being connected when you land, no fuss.

The trust fractures

But then things got messy. You start opening your bill and—surprise—international calls, background data, push updates, and surprise charges. The trust erodes. 18% said straight up, “I don’t trust you anymore.” And for good reason.

Research backs this up: for example, nearly 19% of holiday-makers didn’t even realize they could face extra charges when using their phone abroad. And the “bill shock” phenomenon—that sudden, unpleasant surprise when your phone bill spikes while traveling—is very real.

When you treat someone like a trusted friend and then they blindside you with a huge “surprise,” you stop sharing your day-to-day with them.

The lukewarm companion: “You’re OK but expensive.”

Another 18% of you chose the middle path: roaming is still usable—but man, it costs. That’s where many of us are. Crossing borders, it’s reliable—but you’re factoring in a premium, maybe dreading the cost.

In fact, 27% of Brits surveyed had suffered roaming charges that averaged around £262. That’s a painful reminder of why so many travelers have moved on. When the companion in your travel story is handy but drains your wallet, that relationship loses its luster.

The practical arrangement: “I call you when desperate.”

And then the biggest chunk—36%. You’ve turned roaming into the backup plan. Not your go-to, but your “just in case” option. Monetarily efficient, emotionally detached. You use roaming when nothing else will do: when WiFi fails, when you didn’t get the local SIM, or when the urgency hits.

This shift makes sense. When you become savvy-traveller smart, you spot the alternatives: laughably better value eSIMs, local SIMs, and WiFi + calling apps. You treat roaming as the last resort, not the star of the show.

Why the shift?

A few reasons:

• Cost transparency issues: Many travellers enter a country without clarity on roaming costs.
• Better alternatives: Travel-friendly eSIMs and regional plans are getting stronger, cheaper, and easier.
• More awareness: As frequent travellers, many of us now compare offers instead of just defaulting to home-carrier roaming.
• Regulatory impacts: Even in the EU, while everyday roaming within the EEA has improved (thanks to “Roam Like At Home”), for many destinations/travel types, roaming remains a heavy hitter.

So roaming—the person—was once the default friend you called. Now they’re the overpriced pal you invite only when others are busy.

What This Poll Tells Us

For Telcos

The message is clear: trust has eroded.
Travelers no longer see roaming as a reliable friend—they see it as a backup, a last resort. Half of respondents said they only “call roaming when desperate,” and nearly one in five said outright, “I don’t trust you anymore.”

That’s not a pricing problem alone—it’s a relationship problem.
Telcos need to rebuild confidence through clarity, predictability, and transparency. When travelers know exactly what they’ll pay, they’re more willing to stay loyal. Hidden fees and confusing add-ons have turned convenience into caution. The future of roaming partnerships will depend on trust, not just coverage.

For eSIM Providers

This poll reads like a quiet vote of confidence for you.
Travelers are moving on, not out of rebellion but out of practicality. They want control—instant setup, visible data usage, and flexible pricing—and that’s where eSIMs shine.

But here’s the opportunity: don’t just sell cheaper data. Sell peace of mind.
If you position eSIMs as the trusted alternative to unpredictable roaming, you’re not just taking market share—you’re taking the emotional ground telcos lost.
Be transparent. Educate. Make the setup frictionless. You’re not fighting roaming; you’re replacing anxiety with autonomy.

For Travelers

Your responses show a big mindset shift: you’re in charge now.
You’re comparing, calculating, switching, and planning ahead. You no longer accept surprise bills as “just part of travel.” That’s huge.

Still, the takeaway isn’t to hate roaming—it’s to use it smartly.
Keep it as a fallback, but don’t rely on it blindly. Combine options: eSIMs for flexibility, Wi-Fi for everyday use, and roaming only when you need immediate network coverage.

Travel connectivity in 2025 is all about choice, not compromise.

This little poll might have started as a thought experiment, but it turned into a mirror of how the travel connectivity world really feels right now—cautious, curious, and ready for something better.

This week’s poll:

Conclusion

If this poll proves anything, it’s that our relationship with roaming has evolved—not out of resentment, but awareness. We’re no longer passive consumers of connectivity; we’re active participants. We compare, we plan, and we choose.

Roaming isn’t gone—it’s just been redefined. It’s the safety net, not the star. And that’s a good thing. Because when technology like eSIMs, smart data plans, and transparent pricing step in, we get to travel with confidence, not caution.

So if roaming were a person, maybe the most honest thing to say would be:
“Thanks for being there when we needed you. But it’s time we both moved on.”

The connection is still there—it’s just smarter now.