The New Rules of Travel Protection: Selective, contextual, and embedded

June 17, 2026

3 min read

Ashley Orbell-Durrant

Corporate Communications - Amadeus

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Majority of travelers believe protection is ‘essential’ for all trips – while bundling during booking drives demand

A new report from travel technology provider Amadeus has revealed strong demand for travel protection as travelers look for tailored products to meet their evolving needs.

The research The New Rules of Travel Protection, which canvassed opinions from 3,000 travelers, finds large majorities continue to purchase travel protection, driven by a growing awareness of travel risks, the specific nature of each trip, and a desire for simple, relevant coverage that fits seamlessly into the booking experience.

Buoyant demand for travel protection

Travel protection remains firmly embedded in traveler behavior:

Some 74% of global travelers purchase protection for at least one trip a year, with 58% considering it ‘essential’ for all journeys.
That rises to 70% among those who have traveled internationally in the past 12 months, underlining how perceived risk shapes demand.

There are also notable regional differences:

The belief that travel protection is essential is strongest in India (80%) and the UK (71%),
but drops sharply in the US (39%), where many travelers rely on credit card coverage.

When travelers do buy, decisions are driven primarily by concern about risks such as illness, delays, or cancellations (51%), followed by the nature of the trip itself, whether international, expensive, complex (38%) or price (36%). Those who opt out are not rejecting protection outright, rather, they often feel it isn’t justified for short or low-cost trips (52%), see it as too expensive (37%), or perceive the journey as low risk (37%).

Readiness to pay, meanwhile, is broadly consistent across markets. For a €2,000 trip, travelers report average willingness to spend of around $104 in the US, €83 in France, €82 in Germany, and £93 in the UK, suggesting a clear sense of what protection should cost.

Bundling protection drives demand

Seamless, well-timed offers significantly influence take-up of travel protection. While 43% of travelers purchase during the booking flow, uptake rises to 58% when protection is bundled with flights, hotels, or car rental. Six in ten travelers purchase protection once the trip is confirmed - particularly in post-booking and pre-trip window (41%) - creating clear opportunities for retargeting.

Context is key

Context also plays a critical role in driving uptake. Some 61% of travelers say they are more likely to buy when coverage reflects the specific needs of a trip, rather than being presented as a generic add-on. This could include weather protection for ski holidays or illness and storm coverage for tropical destinations.

When it comes to what “good” looks like, travelers prioritize core protections: emergency medical coverage (50%), trip cancellation or interruption (43%), lost or delayed luggage (35%), and flight delays or missed connections (31%).

“Our research with The New Rules of Travel Protection shows strong demand for travel protection, with many travelers viewing it as essential. The challenge for providers is to meet that demand in the right way.

Travelers are far more open to travel protection that reflects real risk, clearly aligned to the needs of each trip, rather than a one‑size‑fits‑all approach. The future lies in solutions that make travel protection a natural part of the journey, not an afterthought.”

Peter Altmann Vice President, Mobility & Travel Protection, Amadeus

Methodology:

Amadeus commissioned strategic insight agency, Opinium Research, to question 3,000 travelers globally in the fourth quarter of 2025. To deliver an industry perspective on the key topics covered in the report, interviews were conducted with executives from Amadeus.

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