Airalo, Holafly, Nomad, and Saily: four eSIM providers tested across Southeast Asia, the Middle East, and Europe over 18 months. Data speeds, coverage accuracy, customer service responsiveness, and price-per-GB compared. The result: one clear winner, one honest second place, and two that aren’t worth bothering with.
Reading time: 8 minutes | Last updated: 2026
The eSIM (embedded SIM) has replaced the airport SIM card purchase as the standard connectivity approach for UK travellers. Install it before you leave, activate it when you land, have immediate data. No roaming charges, no airport SIM queue, no compatibility anxiety.
The providers have multiplied — at least 20 significant eSIM marketplaces now operate, all selling access to local carrier networks. The quality differences between them are real and not obvious from the product pages.
This review covers 4 months of testing across 12 countries.
The Four Providers
Airalo — the original eSIM marketplace, founded 2019, the largest by destination coverage (200+ countries and regions). Sells both local eSIMs (single-country) and regional eSIMs (coverage across multiple countries). The app is the primary interface.
Holafly — unlimited data plans as the core product (unlike Airalo’s data-capped plans). Stronger on customer service visibility, slightly higher price per destination.
Nomad — newer entrant (2021), strong coverage in Asia and the Middle East, competitive pricing, less established customer service reputation.
Saily — the most recent significant entrant (2023, backed by NordVPN’s parent company). Aggressive pricing, growing coverage.
The Testing Conditions
Tested across: Thailand (Bangkok and Chiang Mai), Vietnam (Hanoi, Hoi An, Ho Chi Minh City), Jordan (Amman, Petra, Wadi Rum), Turkey (Istanbul, Cappadocia, the Turquoise Coast), Portugal (Lisbon, Porto, rural Alentejo), and Greece (Athens, Cyclades islands).
Metrics tested:
- Data speed (measured with Speedtest app, multiple times daily)
- Coverage accuracy (did the stated coverage actually work in the stated areas)
- Installation ease (time from purchase to working connection)
- Customer service response time (tested with a real query in each destination)
- Price per GB at comparable data quantities
The Results
1. Airalo — The Winner
Why: The combination of destination breadth, consistent data speeds, and the regional eSIM concept (the Asia regional plan covering 14 countries for one price is the most practical product for multi-country trips) makes Airalo the correct first choice for most UK travellers.
Speed testing results:
- Thailand (DTAC and AIS networks): 25-45 Mbps download average
- Vietnam (Viettel and MobiFone): 18-35 Mbps
- Jordan (Zain): 15-28 Mbps
- Turkey (Turkcell): 30-55 Mbps
The coverage in rural areas (the Alentejo in Portugal, Wadi Rum in Jordan, Cappadocia’s valleys) was the weakest point — the stated coverage occasionally overstates rural signal strength. In practical terms: WhatsApp and Maps worked in most locations; streaming was unreliable in rural sections.
Price: Asia regional 10GB plan: £14.50. Single-country Thailand 5GB: £5.20. Middle East 5GB: £8.40.
Customer service: Email and in-app chat. Response time: 2-6 hours in working hours. Resolution of a data-not-working issue in Jordan: 4 hours with a replacement eSIM issued. Acceptable.
Verdict: The default choice. Install the Airalo app, buy the regional plan for multi-country trips or the local plan for single-country stays.
→ Get Airalo eSIM — BGGD affiliate link. Using this link gives you $3 off your first eSIM.
2. Holafly — The Unlimited Data Choice
Why: Holafly’s unlimited data plans (genuinely unlimited, not throttled after a cap) make it the correct choice for heavy data users — video calls multiple times daily, uploading content, navigation with offline maps not downloaded in advance.
The unlimited reality: The Holafly unlimited plans use fair-use policies — in practice, 1-2GB per day before any throttling is applied in most destinations. For the standard traveller (Maps, WhatsApp, occasional streaming), this is more than enough and feels genuinely unlimited.
Speed: Comparable to Airalo at the major carriers; slightly slower in secondary markets.
Price: The unlimited plans price by day rather than by GB. Thailand 7-day unlimited: £22.50 vs Airalo’s 10GB for £14.50. The Holafly premium is 40-60% over Airalo for equivalent trip length — worth it for heavy users, unnecessary for standard use.
Customer service: 24/7 live chat, genuinely fast (tested: 8-minute response). The strongest customer service of the four providers.
→ Get Holafly eSIM — BGGD affiliate link.
3. Nomad — Regional Strength, Customer Service Gap
Why it makes the list: Nomad’s coverage in Southeast Asia and the Middle East is strong, and the pricing is competitive — often 10-20% below Airalo for equivalent data in the same destinations.
Where it falls short: The customer service is the weakest of the four providers tested. A data issue in Vietnam took 18 hours to resolve; the in-app chat was unavailable during that period. For a traveller who needs immediate support, this is a genuine problem.
Verdict: Use if Airalo isn’t available for a specific destination or if the price difference is significant (15%+). Don’t use as a primary provider unless you’re comfortable troubleshooting data issues independently.
4. Saily — Not Yet
Why it’s on the list: The price is aggressive (often 30-40% below Airalo) and the NordVPN backing suggests technical competence.
Why it’s last: The coverage is newer and less proven, particularly in less-common destinations. Speed testing showed significantly lower performance in rural areas compared to the established providers. The customer service infrastructure is still maturing.
Verdict: Check the Saily price for your specific destination — if it’s significantly cheaper and the destination is urban/major city (where coverage differences matter less), the risk is acceptable. For rural or remote travel, use Airalo.
The Practical Guide
How to install an eSIM:
- Buy from the provider app or website before departure
- Receive a QR code by email
- On iPhone: Settings → Cellular → Add eSIM → Use QR Code
- Scan the QR code
- Label the eSIM (e.g. “Thailand Airalo”) and set as the data line
- Your UK SIM remains for calls and texts; the eSIM handles data
iPhone compatibility: iPhone XS and later support eSIM. All current iPhone models work.
Android compatibility: Most flagship Android phones from 2020 onward support eSIM. Check your specific model — the Pixel 6+, Samsung Galaxy S21+, and OnePlus 9+ all tested without issues.
The activation timing: Activate the eSIM when you land, not before. Most eSIMs begin their validity period from the first use of data rather than from purchase, but confirm this in the specific product terms.
Price Comparison by Destination (Current Rates)
| Destination | Airalo (5GB) | Holafly (7 days unlimited) | Nomad (5GB) |
|---|---|---|---|
| Thailand | £5.20 | £22.50 | £4.70 |
| Japan | £8.40 | £28.50 | £7.90 |
| Morocco | £7.80 | £19.50 | £7.20 |
| Turkey | £5.80 | £18.00 | £5.40 |
| Portugal | £4.20 | £16.00 | £3.90 |
| Jordan | £8.40 | £21.00 | £8.10 |
| Colombia | £6.50 | £20.50 | £6.20 |
Prices approximate and subject to change — verify at booking.
