Let’s be honest—roaming used to be the telco industry’s little cash cow. For decades, the business model was simple: your customer steps off a plane, forgets to switch off data, and boom—surprise bill, massive margins. Everyone knew it was broken, but it worked.

Then came eSIMs, and well, that model started to crack.

We’re now entering a post-eSIM world, where travelers are savvier, more connected, and—most importantly—have options. Roaming isn’t dead, but it sure as hell isn’t what it used to be. And for telcos, that means one thing: it’s time to rethink the role of travel data before someone else eats your lunch.

The Golden Era of Roaming… Is Over

Once upon a time, telcos could rely on international roaming to pad their margins. The data was minimal, the costs were high, and travelers didn’t have many alternatives. But today?

That same traveler can buy an eSIM in five minutes from a third-party provider with transparent pricing and generous data bundles. They don’t need to call support, visit a store, or deal with confusing T&Cs. It just works.

And guess what? People are doing it. In fact, millions of travelers are already choosing eSIMs over traditional roaming—not just to save money, but because it’s convenient, flexible, and instant.

So if telcos still think roaming is a “bonus” revenue stream, they’re already behind.

eSIMs aren’t the threat – they’re the wake-up call

Let’s be clear: eSIMs aren’t the enemy. They’re simply the result of customer frustration finally being solved by better tech. What they really represent is a shift in power—from telcos to the traveler.

And that’s not a bad thing.

If anything, this is a massive opportunity for telcos to reimagine how they serve mobile users abroad. But to do that, they have to stop treating roaming like a legacy add-on and start treating it like a core product that deserves innovation.

Because here’s the thing: travel data is exploding.

Travel Data Is Now a Market of Its Own

International travel is back—and not just for vacations. Remote workers, digital nomads, hybrid employees, content creators, students, and freelancers are crossing borders like never before. What do they all have in common?

They need data. Everywhere. Instantly. eSIM impact on roaming

This isn’t about a few gigabytes for Google Maps anymore. It’s about Zoom calls on the go, TikTok uploads from Bali, and remote work from Portuguese cafés. It’s high-volume, high-value, and it’s constant.

In other words, this is not occasional usage—it’s a new consumer segment.

Telcos need to stop bundling travel data under “roaming” and start building dedicated offers for global users. That means competitive pricing, smart onboarding, transparent terms, and most of all—a smooth digital experience.

If they don’t, others will. (Spoiler: They already are.)

The Rise of Travel-Focused Connectivity Brands

Here’s where things get really interesting.

A new generation of travel connectivity startups is stepping in to fill the gap. Brands like Airalo, Airhub, Nomad, or Roamless are doing what traditional telcos never could: making it dead simple to get online anywhere.

These aren’t telecom giants. They’re digital-first companies that understand user experience better than most telcos ever did.

They don’t just offer eSIMs—they offer tailored travel plans, apps that actually work, and support that speaks your language (literally and figuratively). And the kicker? They’re making it profitable.

They’ve figured out how to turn travel data into a customer acquisition tool, not just a billing line item.

So the question is: Why aren’t telcos doing the same?

Telcos Have the Infrastructure—They’re Just Not Using It Right

Ironically, telcos have everything they need to dominate this space: networks, brand trust, and distribution channels. But they’ve been so focused on protecting old-school roaming profits that they’ve let smaller players innovate past them.

Instead of treating eSIM providers as threats, telcos should be asking:

How can we own the travel data experience from start to finish?

Here are a few ideas:

• Launch your own travel eSIM brand with competitive pricing and a smooth UX.
• Partner with airlines, hotels, and OTAs to bundle connectivity with travel bookings.
• Use AI to suggest personalized travel plans based on past roaming usage.
• Offer loyalty perks for customers who stay with your eSIM abroad.
• Create travel-specific support channels so customers get fast help when it matters most.

There’s no shortage of ways to innovate here—what’s missing is the will.

Roaming Isn’t Dead. It Just Needs a Rebrand.

Let’s stop calling it roaming.

It’s not about slow, expensive data anymore. It’s about global connectivity—and that’s something everyone wants, not just frequent flyers.

If telcos want to stay in the game, they need to:

1. Rebuild travel data from the ground up—ditch the legacy pricing models, ditch the fear of cannibalization.
2. Think like tech companies, not just network operators.
3. Treat travel as a lifestyle vertical, not an afterthought.

Because in a post-eSIM world, the traveler has already moved on. The only question is whether telcos are willing to catch up—or be left behind. eSIM impact on roaming

Final Thoughts: Travel Data Is the Next Growth Engine

Here’s the bottom line: Travel data isn’t a threat to roaming revenues—it is the future of roaming revenues.

People are traveling more, staying connected longer, and choosing convenience every time. And they’re willing to pay for a service that works the way they live: on-demand, transparent, and mobile-first.

The telcos who understand this will lead the next chapter of global connectivity.

The rest? They’ll be wondering how they lost billions in travel data to a bunch of startups with no cell towers.

Your move, telecom.