Expedia Group has signed its first travel insurance and assistance advertiser, bringing longtime protection provider Redion onto Expedia Group Advertising as a dedicated partner and opening a new advertiser category in the process.
Redion is the new global name for Europ Assistance, which operated in the U.S. as Generali Global Assistance. The company has supplied travel protection to Expedia Group customers for more than 15 years, but until now that relationship stopped at distribution. Under the September 22 agreement, the two will run co-branded editorial, on-platform placements, and targeted activations across Expedia Group brands, with the first efforts slated for the third quarter of 2026.
The deal fits a broader push by Expedia Group Advertising to sell reach beyond its core roster of hotels, airlines, and destination marketers. Over the past year the unit has run campaigns for retailers, entertainment companies, and financial services firms looking to get in front of travelers with a trip already in mind, both on Expedia Group’s own sites and apps and through offsite channels and partner publishers. Travel insurance straddles that line between travel and non-travel spend, which is the opening Redion intends to use.
Expedia Group’s own research suggests there is money on the table. The company found that 62% of travelers made a non-travel purchase connected to their most recent major leisure trip, spending roughly $500 on average beyond the trip itself, and that 38% of Gen Z travelers bought a financial product or service before departing.
“Opening a category is not something we do often,” said Jennifer Andre, vice president of business development at Expedia Group. “Redion earned this as our first insurance advertising partner because of a 15-year track record of protecting our travelers. Together we can bring travel protection into the journey earlier and more easily than either of us could alone.”
For Redion, the timing doubles as a brand launch.
“This partnership marks a defining moment for Redion,” said Virginie Babinet, CEO of travel insurance and assistance for Redion Group. “As we introduce the Redion brand to the world, we’re doing it from the center of the traveler’s journey, alongside a longstanding partner. We intend to make it a partnership that others are measured against.”
For more information, visit www.vacationprotection.com.
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