Affirm and Revolut spearhead embedded finance solutions in European travel, leveraging Gen Z demand and API-driven systems to capture a growing $24B market, per IATA 2025 data.
IATA’s 2025 Payment Report reveals 43% of European travelers now use installment plans for bookings over €500, fueling fintechs’ race to dominate airline and hotel payment APIs.
Post-Pandemic Spend Patterns Meet Gen Z Demands
Eurocontrol’s March 2025 traffic forecasts predict 12% year-on-year growth in intra-European flights, with under-35 travelers accounting for 38% of bookings. ‘Gen Z views travel as non-negotiable, even during economic uncertainty,’ noted Lufthansa CFO Remco Steenbergen in a June investor call. ‘Our BNPL adoption rate tripled after integrating Affirm at checkout.’
API Arms Race in Booking Systems
Affirm’s partnership with UATP, announced via press release on 15 May 2025, enables direct integration with Amadeus-powered platforms used by 76 airlines. UATP CEO Ralph Kaiser told Bloomberg: ‘This isn’t just payments – we’re building financial infrastructure for ancillary service monetization.’
Klarna’s Physical-Digital Playbook
While Revolut expands virtual travel insurance bundling (12 new products launched Q2 2025), Klarna installed 217 airport kiosks across Europe. Air France-KLM countered with proprietary split-payment tools, claiming 22% reduced cart abandonment in internal metrics.
Regulatory Tightropes and Precedents
The 2024 EU Consumer Credit Directive requires BNPL providers to conduct affordability checks – a hurdle Asian rivals like Atome avoided during Klook’s 2023 APAC expansion. ECB data shows 17% of travel BNPL loans now exceed 90-day delinquency thresholds.
This payment transformation mirrors the 2010s shift when Alipay and WeChat Pay digitized Chinese tourism spending. Just as mobile wallets became travel essentials, embedded finance now redefines how experiences are funded – with European fintechs writing the playbook.