Category Archives: 2022 Airline Benchmark

With virtually every business selling in the digital world, optimal user experience has become a must-have rather than a nice-to-have. For airlines selling travel insurance products, it has become imperative to offer a good user interface – user experience (UI/UX) design to capture attention, sell and succeed in a competitive marketplace.

For Sydney-based global TI and medical assistance provider Cover-More, differentiating its travel insurance product meant integrating a mental health benefit in the core offer. In 2017, it became one of the first providers in Australia to remove the general exclusion for mental health conditions.

As insurers and travel players move from a product to ecosystem play, fostering partnerships becomes a science of strategy. Insurers should show early on that they are the best provider possible for airlines, with the right capabilities to serve diverse as well as local customers’ needs.

In the travel insurance industry’s shift from siloed offerings to ecosystem solutions, in-path travel insurance – also known as embedded insurance or integrated path – offers the convenience and customer centricity that surpass those offered by white label or advertisement pop-ups.

Opt-in travel insurance integration, strategic product positioning in-path and cross-selling to products beyond travel are some key trends in travel insurance partnerships between airlines and insurers, based on the 2022 Ancileo airline benchmark.