Photo: Shutterstock, Andrey Yurlov Romania's national airline, TAROM, has signed an agreement with Ubigi, Transatel's global eSIM service, bringing passengers an integrated eSIM solution upon completing their reservations. The new service will enable immediate internet connection upon arrival, a facility that has become essential for international travel.
After booking, each TAROM passenger will receive a Ubigi eSIM. The connectivity offer includes 1 GB of free mobile data and a 30% discount on the first purchase of a data plan. To access the offer, passengers can click the eSIM banner on the confirmation page during booking, the “My Booking”, or the online check-in page.
TAROM aims to address common issues at the start of the trip, such as unreliable Wi-Fi, unexpected roaming charges, or the need to purchase local SIM cards at the airport.
The partnership comes at a time when airlines are developing additional digital services in a competitive market with sustained growth, where the passenger experience has become a key differentiating factor. According to ACI Europe data, Bucharest Henri Coandă International Airport ranked second in Eastern Europe for growth.
The eSIM, adopted by a growing number of manufacturers including Apple, Samsung, and Google, and used by millions of travelers worldwide, will offer instant access to a mobile data plan, minus the need for a physical card and the risk of uncontrolled or excessive costs.
The eSIM works with a single profile, valid in over 200 destinations, allowing TAROM passengers to keep their Ubigi eSIM for all future trips. Ubigi also offers a range of prepaid data packages, from 1 GB to unlimited traffic, covering both short-term needs and extended stays. The Smart Start function, which activates the plan upon arrival, will ensure optimal validity, while the ability to recharge the package without Wi-Fi or credit will enhance security. In addition, connection sharing (tethering), available for all packages, will meet the needs of families, couples, or groups traveling together.
Narcis Obeadă, TAROM's commercial director: "We want to offer added value and practicality in as many of the services offered by TAROM to its passengers as possible. Now, every flight with us means both the safety of transport connectivity and connectivity in communication, facilitated with the first free GB that you use as soon as you land in one of TAROM's external destinations. We chose to collaborate with Ubigi for its expertise and competitive offer. The growth of the digital services segment is part of the actions that the company is carrying out both as part of the Restructuring Plan and in the natural competitive market in which we operate".
For TAROM, the integration of this eSIM meets the expectations of an audience increasingly accustomed to managing their stay directly from their smartphone, starting right from the moment of booking.
eSIM adoption has accelerated significantly in recent years, supported by smartphone manufacturers and evolving traveler behavior. By integrating an eSIM into the passenger journey, TAROM aligns with a growing trend among airlines: offering digital services that facilitate arrival and secure the first stages of the stay.
"Connectivity has become an essential element of the travel experience. By partnering with TAROM, we offer a simple and immediate solution that allows everyone to stay connected, regardless of the destination country," emphasized Marie-Julie Le Guen, Marketing and Operations Director at Ubigi.
TAROM also recently launched Flight Status, a fresh new digital functionality that enables passengers to check the status of their flights in real time.