Air Malta has partnered with Cover Genius, the insurtech for embedded insurance, to offer its global customers embedded travel protection directly in the Airmalta.com booking path.

By integrating with Cover Genius’ global distribution platform, XCover, Air Malta can offer customers protection against trip cancellation through sickness or injury; inability to travel if diagnosed with COVID-19; emergency medical treatment and 24/7 assistance; baggage or electronics which are accidentally damaged or stolen; as well as 24/7 customer support and easy online claims.

This partnership follows a global travel insurance survey conducted by Momentive.ai, and commissioned by Cover Genius, that shows customers in EMEA are highly dissatisfied with traditional travel protection with an average Net Promoter Score (NPS) of -34.

The same survey revealed that customers were most satisfied - and least likely to switch providers - if they purchased protection from their travel provider (i.e., agents, suppliers and airlines).

In fact, 32 per cent of EU travellers intend to switch to their travel provider/agent next time.

Convenience and avoiding the “second step” of having to buy protection after the initial purchase is why 40 per cent of EMEA travellers prefer embedded protection, displaying a major shift in the way protection is acquired in favour of agents, suppliers, and airlines.