Travel has become increasingly unpredictable over the past few years, from geopolitical tensions and extreme weather events to flight disruptions and evolving health concerns. As a result, travellers are no longer viewing travel protection as a standard add-on, but instead making more considered decisions based on the specific risks associated with each trip. This shift presents an opportunity for travel providers to rethink how protection is presented, ensuring it is timely, relevant and easy for travellers to understand.
Against a backdrop of heightened travel uncertainty, traveller attitudes toward protection are becoming more selective and risk led. Travel protection is no longer a simple yes-or-no decision.
Amadeus report “The New Rules of Travel Protection” shows that travellers see value in protection, with 79 per cent purchasing it for at least one trip and 58 per cent saying it is essential for all trips. However, purchase decisions are increasingly shaped by the nature of the trip, perceived risk, price and overall value.
Risk awareness is a major influence. Among those who buy travel protection, 51 per cent say they do so because they are concerned about risks such as illness, delays or cancellations, while 38 per cent are influenced by trip characteristics such as international, expensive or adventure-related travel. At the same time, travellers who do not purchase protection often say the trip does not justify it, or that travel feels low risk.
The report also shows that timing and integration matter. Timing and integration also influence purchasing, with 58 per cent of travellers saying they are more likely to buy protection when it is embedded within the booking journey alongside flights, hotels or car rental.
Technology can play an important role in making travel protection more relevant and easier to understand. While 72 per cent of travellers say they are confident they understand what their policy covers, 43 per cent struggle to clearly distinguish between credit card coverage and standalone protection. AI-driven assistance can help close this gap by using plain language, dynamic explanations and trip-specific prompts to clarify what is and is not covered.
By analysing signals such as destination, seasonality, weather, health or geopolitical context, AI can also make travel protection more proactive. This can help travellers understand more clearly why protection may be valuable for a specific trip, rather than viewing it as a generic add-on. Ultimately, travel protection is evolving from a one-size-fits-all purchase into a more personalised and contextual part of the travel experience. As traveller expectations continue to shift, providers that use technology to deliver clearer guidance, more relevant recommendations and a seamless booking experience will be better positioned to build trust and help travellers make informed decisions.”
* Koubaa is Executive Vice President Travel Unit and Managing Director EMEA at Amadeus IT Group