Safety, the new conversion driver in the travel industry
In 2025, travel insurance is no longer a simple add-on product: it has become astrategic vector of trust and conversionfor online tourism players. Travel agencies (OTAs), airlines and railways, and booking platforms are now integrating it as akey element of the customer journey, responding to post-Covid expectations and an unstable geopolitical context.
More cautious, better-informed travellers
The pandemic has profoundly altered behavior. Travelers are nowmore sensitive to health, climatic and geopolitical risks. In France, the travel insurance take-up rate is49% for travel outside the EU, compared with a worldwide average of 34%, according to the Hellosafe barometer.
According to an Allianz Partners study carried out in 2025, this trend will be accompanied by anincrease in the range of cover:
- All-cause cancellation
- Extensive medical coverage
- Assistance in the event of delayed or lost baggage
- Protection against extreme weather events and local conflicts
Integrated insurance for conversion
Theembedded insurance(embedded insurance) model is transforming the user experience. In fact, in the Research and Markets 2025 report, we can see that54% of travel insurance is nowtaken out at the time of purchase. This seamless integration into the booking tunnel enables :
- Anaverage 8-15% increase in conversion rateson travel platforms
- Anaverage basket increase of 12% to 18%when insurance is offered as a bundle (flight + insurance + baggage).
- 10-20%reduction in abandonment ratesin the final stages of the purchasing process
Simplified interfaces, personalized guarantees and contextual recommendations play a key role in this performance.
An opportunity for all tourism players
Travel insurance is no longer just for airlines, railways and OTAs. By 2025,tourist accommodations- hotels, campsites, vacation rentals - will also be adopting integrated insurance models.
Travel insurance is becoming a real high-margin monetization lever , as it enables :
- Reassurance and confidence-buildingat the time of purchase
- Reduce attritionin the booking tunnel
- Increase value per transactionwith smart bundles (flight + insurance + rental + baggage)
In 2025, turn insurance into a competitive advantage
At a time when travelers are looking forserenity and flexibility, travel insurance is becoming atool for building loyalty and differentiation. In 2025, it will no longer simply cover the unexpected: it willaccompany customers throughout their journey, before, during and after their trip.
For digital tourism players, it's an opportunity:integrating insurance as a pillar of trust alsoboosts conversionandpaves the way for the future of online travel.
