In recent years, almost every aspect of travel logistics has been optimized. Flights are easy to search and book, hotels are instantly accessible, and if you plan to rent a car, that is also very straightforward. To a certain extent, it is now entirely possible to have a sandwich in Croatia and enjoy a sunset in Montenegro, all on the same day. In Europe, countries are not particularly large, and borders are crossed quickly.
Yet, somewhat surprisingly, it is connectivity, the most intangible element of all, the one that travels through the air, that will fail you. Or cost you a fortune.
Why is that?
Because the regional “zones” used in regional plans are based on older frameworks and are not designed around how people travel in practice. There is, of course, traditional roaming, the effortless connectivity solution you get from your home carrier, but it is expensive and notorious for “bill shock.”
Another option is buying a physical SIM card, but in many countries this has become quite bureaucratic. Continuing with that multi-country trip example through the Balkans, you may have to queue and present your passport in Kosovo, Montenegro, and Serbia, just to purchase a SIM card, time better spent enjoying your destination. In some cases, you may even be required to register your IMEI, the unique number that identifies your phone. Somewhat surprisingly, this is becoming an increasingly common practice in many countries worldwide (Chile, Kenya, Indonesia, Turkey…).
Finally, there are eSIMs. Although iPhones have supported them natively since 2018, operators were slow to adopt them, and in 2026, they are just starting to be used widely. eSIMs are undeniably the go-to for today’s traveler, yet they are not yet perfect. They still haven’t completely aligned to real travel patterns. In many cases, their plans are still based on simple geographic delimitations: A “Europe Plan” sounds great, but your connection may drop the moment you enter Albania, which, while geographically in Europe, isn’t part of the European Union. Those ‘Global Plans’ boasting 100+ countries look great on a landing page. But in reality? Your data often routes through servers in distant countries, giving you frustratingly slow speeds.
We’ve reached a point where losing signal isn’t just annoying; it can translate to a real logistical problem. It’s the difference between finding your guest house at midnight or being stranded without a map or a digital booking. Smartphones do it all, but to be useful, they need a data connection. This need can be more or less critical depending on the type of traveler you are: A solo backpacker, a family coordinating multiple devices on a road trip, or a remote worker attending Zoom calls.
This is starting to change. Some aggregators, such as Muletek, are beginning to introduce the concept of “corridors”, meaning connectivity zones designed around the routes travelers actually follow, rather than geographic or political boundaries. An “Eastern Med Coast eSIM plan” doesn’t just cover Northern Cyprus, a popular destination for history enthusiasts, but also the countries you transit through, like Greece and Turkey. A “Grand Balkans and Turkey” plan follows the same logic, it follows the traveler, not the map.
The shift toward itinerary-based connectivity is more than a technical update; it’s a mindset shift. Travelers’ needs are evolving, and they increasingly think in terms of real routes rather than isolated destinations. From connectivity, they now expect continuity, simplicity, and greater control over how their data is used, ensuring that the most intangible part of travel—our connection to the world—is as seamless as the journey itself.
