What we’re seeing in the travel market right now

Over the past few weeks, many of you took the time to share what you’re seeing on the ground through our Travel Agent Impact Survey.

Firstly, thank you. The level of detail and honesty in your responses has been incredibly valuable, and it’s clear that many of you are navigating some very complex conversations with your clients right now.

We wanted to share a summary of what we’re seeing, along with a few key takeaways.

A more challenging environment

The results show a consistent picture across the market.

Many agents are seeing a slowdown in enquiry levels, along with an increase in cancellations. This reflects the broader uncertainty travellers are feeling at the moment.

At the same time, it’s clear that travel hasn’t stopped. Instead, it’s changing.

What your clients are most concerned about

Across your responses, a few key themes stood out:

• Ongoing geopolitical uncertainty
• Potential travel disruption and rerouting
• Rising travel costs
• Safety concerns

These are the topics driving client conversations, and in many cases, influencing whether and how people choose to travel.

Changing traveller behaviour

You also told us that traveller behaviour is shifting.

We’re seeing:

• More interest in closer-to-home destinations
• Greater hesitation and longer decision-making
• Increased sensitivity to perceived risk

For those who are travelling, there is a greater focus on planning and preparation.

What you need from us

One of the clearest messages from the survey was what support you need most.

You told us you’re looking for:

• Clear, client-friendly fact sheets
• Regular updates as the situation evolves
• Practical guidance you can use in conversations

This is incredibly helpful for us, and it’s shaping how we support you moving forward.

What we’re seeing in purchasing behaviour

Alongside your feedback, we’re also seeing shifts in how travellers are approaching insurance.

There has been a noticeable increase in the attachment of Cancel For Your Reason (CFYR), reflecting a growing focus on flexibility and control when plans change. Travellers are thinking more carefully about what could impact their trip and how they can protect themselves if circumstances shift.

This aligns closely with what you’re hearing from clients. The need for flexibility is becoming a central part of the conversation, not an afterthought.

The question of value

A number of you also raised concerns around the perceived value of travel insurance in the current environment, particularly where events like war are not traditionally covered.

We understand this.

These are real conversations happening every day, and they are not always easy. When disruption is front of mind, clients are naturally questioning what their policy will respond to, and whether it meets their expectations.

It’s important to acknowledge that travel insurance is designed to cover unforeseen and individual events that can be assessed and priced. Large-scale events such as war or widespread geopolitical conflict are fundamentally different. They can impact entire regions, multiple travellers at once, and are often unpredictable in both scale and duration.

Because of this, they have traditionally sat outside standard cover across the industry.

Where cover for these types of risks is possible, it typically comes at a significantly higher cost, reflecting the scale and uncertainty involved. This creates a balance between affordability and breadth of cover, which has historically shaped how policies are designed.

What we are seeing now, however, is a shift in expectations.

Travellers are no longer just thinking about traditional risks. They are thinking about disruption more broadly, and how it might impact their plans, even if it doesn’t fall neatly within those traditional definitions.

This is exactly why flexibility has become more important, and why options like CFYR are resonating more strongly with clients.

What’s coming next

We also want to give you early visibility on where we’re heading.

In response to the environment and your feedback, we will shortly be launching enhanced disruption-focused cover, including protection for certain war and geopolitical disruption scenarios.

This is a direct response to what you and your clients are asking for, and we’ll be sharing more detail with you very soon so you’re fully equipped to have these conversations.

Looking ahead

While the environment is challenging, one thing is clear. Travellers are still looking for ways to move forward with their plans, but they are doing so more carefully.

That creates an opportunity for all of us to support them with the right information and the right cover.

We’ll continue to share updates and resources as things evolve, and we welcome your ongoing feedback.

Thanks again for taking the time to contribute. We appreciate your continued support and partnership. 

Mark Fuller
Chief Executive Officer, Go Insurance