In a move that reflects a growing travel-tech trend, Truely has partnered with Volonline, the Milan-based tour operator with over 20 years of experience. Similar to tie-ups we’ve seen from Airalo, Holafly, and even airlines, this partnership integrates Truely’s Switchless™ eSIM directly into the travel experience, giving Volonline customers seamless, high-speed connectivity in 190+ destinations worldwide.

For Volonline, which already positions itself as a technology-forward ecosystem blending B2B and B2C services, this deal marks a deeper integration of digital travel services into its core offerings. For Truely, a relative newcomer in the eSIM travel space (founded in Singapore, by reports) this is a strong push into Europe via a trusted local brand.

The “Switchless™” branding deserves a moment of focus. In essence, it means that users don’t have to fiddle with switching between carrier profiles or dealing with QR codes mid-trip. Once the eSIM is provisioned, the device should automatically roam across Truely’s 700+ telco partnerships. That promises a frictionless experience, especially when crossing borders, which is a pain point many travellers still face.

On Volonline’s side, the integration is more than symbolic. Offering bundled, embedded connectivity (i.e., offering the eSIM as part of the travel product) helps Volonline stay competitive in an era where travel tech expectations are rising. Italian agents and customers increasingly expect not just hotels and transfers, but “connectivity as part of the package.”

From Truely’s lens, this is a strategic foothold in Europe. Its recent fundraise (USD 2 million in mid-2025) signals its growth ambitions and the need for distribution partnerships beyond app storefronts.

Some of the Truely benefits

Unlimited

With Truely Unlimited, you never have to worry about roaming fees, hidden caps, or running out of data. Each day includes 5GB of high-speed internet, followed by unlimited browsing at 512kbps for the rest of the day—ensuring you’re always connected without surprises. You pay for days, not gigabytes, making it simple and transparent for every type of trip.

Switchless™

Thanks to Switchless™ technology, you install your eSIM once and you’re ready to go. Every time you land in a new country, Truely automatically connects you to the fastest local network—no QR codes, no manual setup, no stress. It’s seamless connectivity designed for frequent flyers and digital nomads alike.

Pause & Resume

Life (and travel) isn’t always predictable, which is why Truely lets you pause and resume your plan whenever needed. Heading home early? Pause your plan to save unused days. Back on the road? Resume instantly with just one tap. This flexibility ensures you only pay for the coverage you actually use, whether it’s a three-day getaway or a three-month journey.

Why This Matters in the Broader eSIM & Travel Tech Landscape

To understand the significance, we need to zoom out. The travel eSIM market is heating up. According to Kaleido Intelligence, retail spending on travel eSIMs is expected to hit USD 3 billion in 2025 (a roughly 200 % increase from 2023). Other forecasts peg the global eSIM market (across use cases) at about USD 11.9 billion in 2024, growing at ~15–16 % CAGR toward 2033. Meanwhile, TechJury projects that eSIM travel/roaming could grow from USD 1.8 billion in 2024 to USD 8.9–10.1 billion by 2028.

These numbers suggest two trends:

1. Scale is coming fast — but distribution and partnerships will decide who captures value.
2. Embedded connectivity is a differentiator — it’s not enough just to sell eSIMs via app; bundling them into travel products gives you stickiness.

Compared to peers like Airalo, Holafly, and Nomad, which compete on global reach, pricing, and app experience, what Truely + Volonline is attempting is more of a vertical integration play. Airalo claims over 20 million users already and sells via app/website. Holafly, based in Europe, focuses on unlimited data plans and roaming simplicity. Nomad, meanwhile, is often viewed as a connectivity marketplace.

What Truely & Volonline are building is a kind of travel provider + connectivity provider hybrid—one that could replicate in other markets if successful. The risk, of course, is that the eSIM margin is razor-thin, and managing connectivity across dozens of networks is operationally challenging.

Conclusion: A Smart Move — If Execution Holds Up

This partnership is a textbook example of where travel and telecom are converging. By teaming up with Volonline, Truely bypasses part of the biggest barrier for eSIM players—customer acquisition and trust in local markets. For Volonline, offering seamless connectivity reinforces its positioning as a modern, tech-savvy operator.

But the real test will be in execution: network performance in far-flung destinations, customer support when connectivity fails, and cost management across roaming arrangements. In that sense, it’s not enough to just announce partnerships—success depends on making them work reliably.

In the broader market, this move aligns with increasing expectations that travel products should be full solutions—flights, lodging, transfers and always-on data. As more operators and aggregators embed connectivity, the differentiator will shift to reliability, latency, and local performance.

If Truely and Volonline can deliver on that promise, they might carve a competitive niche that traditional pure-play eSIM providers find harder to replicate—especially in regional markets like Italy. But the window is narrow. The next few years will determine whether embedded-connectivity integrations become table stakes or just nice add-ons.