Redion becomes Expedia Group’s first travel insurance advertising partner

Expedia Group has named Redion as its first dedicated travel insurance and assistance advertising partner, expanding a relationship between the companies that dates back more than 15 years.

The multi-year agreement will see Redion, formerly Europ Assistance worldwide and Generali Global Assistance (GGA) in the US, work with Expedia Group Advertising on co-branded editorial, on-platform experiences and targeted advertising across Expedia Group brands.

The partnership marks the first time Expedia Group Advertising has created a dedicated advertising category for a travel insurance and assistance provider.

Redion has provided travel protection to Expedia Group customers for more than 15 years. The new arrangement expands that relationship beyond product distribution, allowing the insurer and assistance provider to reach travellers at different stages of trip planning and booking.

Expedia Group said the partnership reflects the expansion of its advertising business beyond hotels, airlines, and destinations into sectors including financial services. Redion’s campaigns will appear across Expedia Group's sites and apps, as well as off-site channels and partner publishers.

Research from Expedia Group found that 62% of travellers made a non-travel purchase connected to their most recent major leisure trip, spending an average of US$500 beyond the trip itself. Among Gen Z travellers, 38% purchased a financial product or service before departure.

Jennifer Andre, Vice President of Business Development at Expedia Group, said: “Opening a category is not something we do often.”

She added that Redion’s existing relationship with the company would enable the partners to introduce travel protection to customers “earlier and more easily”.

Virginie Babinet, CEO, Travel Insurance & Assistance at Redion Group, described the agreement as a “defining moment” for the newly introduced Redion brand.

For travel insurers, the partnership reflects a broader shift towards embedding insurance and assistance more closely within the digital travel journey, with providers seeking to engage customers before they reach the traditional point of insurance purchase.

Redion operates in more than 190 countries and provides travel insurance, emergency and medical assistance, employee benefits, health and mobility services, and embedded insurance programmes.