Insurance customer behavior is evolving across many sectors, and travel insurance is no exception.
Travel insurer battleface recently analyzed U.S. single-trip travel policies from April through June 2025 and compared their findings to the year before to identify where customer behaviors are shifting.
One of the most obvious changes they uncovered is an increase in the number of people purchasing travel medical coverage. The rate of these attachments climbed from 73.5% in the same period last year to 80.8%, marking a 7.3% increase that battleface says shows a fundamental shift in traveler priorities.
Not only are more customers prioritizing medical coverage when they travel, but they are also willing to pay more for their coverage. The insurer’s analysis showed that the average gross written premium per insured person grew by 8.6% from the previous year to $123.78.
Customers are also leaning toward more selective, targeted coverage than in the past rather than purchasing comprehensive travel insurance packages. This trend shows that today’s travelers are becoming more sophisticated and informed in their insurance choices.
With today’s insureds are becoming more involved in their travel coverage decisions, insurers will need to adapt their approach to better serve their customers and anticipate their needs.
While many travelers are willing to invest in insurance to protect their trip, they are often still looking for ways to save money when they travel. In the slideshow above, we’ll look at ten of the most affordable international travel destinations for 2025 according to Retirement Travelers.
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