How We Support Travel Partners in Offering Travel Insurance

3rd April 2026

Travel insurance is an increasingly important part of the modern travel booking process — but how it is presented to customers can vary depending on the journey.

For travel partners, the challenge is not just offering insurance, but doing so in a way that feels seamless, clear, and genuinely valuable to the customer. When positioned correctly, insurance becomes a natural extension of the booking process rather than a disruption.

Why Travel Insurance Matters for Travel Partners Today

Modern travellers are booking a wide range of trips — from short breaks to more complex, multi-destination journeys.

Regardless of destination or cost:

Trips often involve multiple elements such as flights, accommodation, and activities
Unexpected events can occur before or during travel
Customers increasingly expect protection to be available at the point of booking

Travel insurance is relevant across all types of travel and plays an important role in supporting customers throughout their journey.

Supporting Online Travel Booking Journeys

For digital travel brands, the booking experience needs to be fast, intuitive, and frictionless.

Travel insurance works best when it is introduced at a natural point — typically once key trip details such as destination, duration, and passenger information have been confirmed.

At this stage, it should:

Be clearly presented without interrupting the flow
Integrate smoothly into the checkout experience
Offer simple, easy-to-understand options

This allows customers to make an informed decision about protection, regardless of the type of trip they are booking.

Supporting Retail and In-Store Travel Agents

In a retail or adviser-led environment, the approach is more conversational.

Travel agents often introduce insurance alongside the holiday itself, helping customers understand:

What is covered (such as medical expenses or cancellations)
Why it matters for their specific trip
Which level of cover may be appropriate

Customers booking more complex or higher-value trips may ask more detailed questions, but travel insurance remains equally relevant for shorter trips — where unexpected events, such as illness or injury abroad, can still result in significant costs.

Here, insurance becomes part of the overall service — not just an add-on, but a considered part of the booking.

Flexible Approaches for Different Partner Models

No two travel businesses operate in the same way, which means a one-size-fits-all approach rarely works.

Drawing on experience across a range of partner models, support may involve:

Integrating insurance within an online checkout flow
Providing clear, structured options for in-store or adviser-led sales
Ensuring consistency across multiple customer touchpoints

Flexibility allows insurance to fit naturally within each partner’s existing process, supporting customers across all types of bookings.

Common Challenges Travel Partners Face

Offering travel insurance effectively is not always straightforward.

Common challenges include:

Knowing the right moment to introduce insurance
Avoiding disruption to the customer experience, particularly online
Ensuring customers understand the value of cover without overwhelming them with detail

These challenges apply across all types of travel — from simple bookings to more complex itineraries — and addressing them is key to making insurance feel like a helpful addition, rather than an obstacle.

Supporting Compliance and Regulatory Requirements

In addition to delivering a smooth customer experience, travel partners must also meet important regulatory requirements when offering travel insurance.

As a business regulated by the Financial Conduct Authority, we recognise the importance of ensuring that insurance is presented in a way that is clear, fair, and not misleading.

Travel insurance is typically offered on a non-advised basis, meaning customers are provided with the information they need to make their own informed decision, rather than receiving a personal recommendation.

Supporting partners in this area includes:

Helping ensure insurance is introduced appropriately within the booking process
Providing clear, accessible, and consistent product information
Supporting partners in meeting their regulatory responsibilities

Ongoing training plays a key role. By providing continuous guidance and support, partners and their teams can feel confident in how insurance is explained and offered to customers across all types of trips.

Customers should always review policy documentation to ensure the cover meets their individual needs.

This approach not only supports compliance, but also contributes to a more transparent and trustworthy customer experience.

Enhancing the Customer Experience

A well-integrated insurance offering does more than provide protection — it contributes to a smoother, more confident booking experience.

This includes:

Clear and transparent information
Straightforward options that are easy to compare
Reassurance that customers are protected throughout their trip

This applies whether a customer is booking a short break or a more complex journey — reinforcing confidence at every stage.

Supporting Partners Beyond the Point of Sale

Travel insurance is not just about the moment of booking.

Ongoing support plays an important role, including:

Clear documentation and communication
Support when customers need to make a claim
Guidance around policy details and coverage

This helps ensure that both partners and their customers feel supported before, during, and after travel.

Adapting to Evolving Travel Trends

Travel behaviour continues to evolve, with customers booking:

A wide variety of trips
Experiences of different durations and values
Travel that may involve multiple destinations or elements

As these trends develop, the role of travel insurance remains consistently important — and the way it is delivered must adapt to support different types of journeys.