Travel insurance pioneer John Noel dies

John Noel, the travel insurance and assistance industry pioneer who founded Travel Guard, has died.

Noel spent around 15 years with Sentry Insurance before launching Travel Guard from his basement in Stevens Point, Wisconsin, in the 1980s. He built it into one of the world’s best-known travel insurance and assistance providers, with hundreds of employees and distribution through thousands of travel agencies and suppliers, before its acquisition by AIG in 2006.

His commitment to travellers extended beyond customers. Following the 11 September attacks, Travel Guard opened its assistance services to travellers needing help, regardless of whether they were customers.

Noel later built businesses through the Noel Group, including MyAssist and Insure America, acquired by Berkshire Hathaway Specialty Insurance in 2014. He subsequently helped lead Berkshire Hathaway’s move into travel insurance as President of Berkshire Hathaway Travel Protection.

His influence is still felt across the industry. A tribute from the leadership teams at battleface and Robin Assist described Noel as a mentor who “invested in people, gave people opportunities, and genuinely wanted to see them succeed”, adding that his influence had shaped many careers.

Noel was also a prominent philanthropist. Travel Weekly honoured him with its Lifetime Achievement Award in 2007, while he and wife Patty were later recognised by Tourism Cares.

Reflecting his philosophy, Noel once said: “I don’t want to check out without doing something worthwhile.” His legacy suggests he achieved exactly that.