Travellers redefine value as shorter, simpler trips gain appeal

Travellers are increasingly prioritising shorter, simpler trips as rising costs, disruption and safety concerns reshape travel habits, creating new considerations for the travel insurance industry.

The Business Travel Survey 2026 from Zurich Insurance Group has found that while demand for travel remains strong, the travel experience has become more complex. Air traffic control delays across Europe have more than doubled over the past decade, while four in five business travellers responding to Zurich’s survey experienced at least one disruption in 2025 and more than half encountered an incident or emergency during their journeys. Combined with higher travel costs and ongoing geopolitical uncertainty, these pressures are influencing how people plan their holidays.

Zurich’s research shows cost and safety are now among the most important factors in destination choice, with around half of travellers citing them as key considerations. Domestic travel already accounts for around 70% of trips in Europe, according to Eurostat, reflecting growing demand for holidays that offer greater flexibility, fewer logistical challenges, and more certainty.

Travellers are also placing greater value on experiences over distance, choosing breaks centred on activities such as cycling, hiking, wellness, and food tourism rather than long-haul destinations.

However, Zurich’s Tim McMahon highlighted that domestic travel is not risk free. Pre-booked accommodation, transport, and activities can still leave travellers exposed to financial loss if illness, disruption or unexpected events force plans to change.

As more travellers stay closer to home, the industry has an opportunity to reinforce the relevance of travel insurance beyond international trips, highlighting protection for cancellations, disruption, and assistance services that remain valuable regardless of destination.