ConversionWax Playbook
Geographic Travel Insurance Urgency
Show travel insurance upsells more prominently to international travelers or those booking high-value trips from specific markets.
Tactic Overview
Not all travelers need equal insurance prompting. Show prominent travel protection offers to international travelers, high-value bookings, and visitors from markets with strong insurance adoption rates while minimizing friction for domestic, low-cost trips.
Primary goal
Increase relevant insurance attachment
Mechanism
Trip value + geography detection
Where it shows
Checkout flow, booking confirmation, upsell modules
Why This Works
The friction
A traveler booking a $8,000 European river cruise sees the same buried insurance checkbox as someone booking a $300 weekend hotel. The high-value traveler might have bought protection if prompted, but misses it in the checkout clutter.
The unlock
When visitors booking international trips over $2,000 see a prominent 'Protect your $4,500 investment for $189' module with trip cancellation coverage details, attachment rates soar. One tour operator increased insurance revenue by $2.4M annually with targeted positioning.
Implementation Steps
10 steps
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1Quick Win
Analyze insurance attachment patterns
Review which trips (by destination, value, type) have highest insurance take rates currently.
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2Quick Win
Define high-priority segments
Target: International trips, bookings over $1,500, adventure activities, cruises, multi-destination packages.
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3Medium Effort
Research market insurance norms
Some countries have higher insurance adoption (UK, Germany) vs. markets where it's less common.
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4Medium Effort
Create tiered insurance messaging
High urgency: 'Protect your $5,000 investment' for expensive trips. Low: Simple checkbox for domestic, low-cost.
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5Quick Win
Set up trip value detection
Calculate total booking value and trigger prominent insurance offers above threshold (e.g., $1,000+).
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6Quick Win
Add destination-based urgency
Show 'Travel insurance highly recommended for international trips' for cross-border bookings.
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7Medium Effort
Highlight risk factors
For cruises: 'Weather cancellations'. For adventure: 'Medical coverage for activities'. For advance bookings: 'Cancel for any reason'.
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8Quick Win
Position based on device
Mobile users may need simpler insurance offers; desktop can show detailed coverage comparison.
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9Medium Effort
A/B test insurance placement
Test insurance offer timing: During booking flow vs. post-booking confirmation email.
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10Quick Win
Track attachment by segment
Monitor insurance take rates by trip value, destination, customer location to optimize targeting.
Real-World Example
Scenario
A cruise line offered travel insurance via a small checkbox at checkout to all bookings. Only 23% of customers added protection despite $3,000-$15,000 cruise prices.
Outcome
After implementing value-based insurance prompts showing coverage amount and trip-specific risks for bookings over $3,000, insurance attachment increased to 47%, adding $312 per booking in ancillary revenue.
Key Metrics to Track
Insurance Attachment Rate
Track % of eligible bookings that add insurance, segmented by trip value and destination.
Revenue per Booking
Measure increase in total revenue per transaction when insurance is included.
Claim Rate
Monitor actual claims to ensure you're selling appropriate coverage levels.
Customer Satisfaction
Survey if customers who bought insurance felt informed and valued the coverage.
Common Pitfalls
Overselling to low-risk trips
Don't aggressively push insurance on $200 domestic bookings. It feels predatory and hurts conversion.
Confusing coverage details
Insurance is complex. Provide clear summaries of what's covered, not just legal jargon.
Pre-checked boxes
Never pre-check insurance boxes. It's unethical and often illegal. Make it an intentional opt-in.
Quick Reference
Best for
OTAs, tour operators, cruise lines
Effort level
Low
Time to results
1 week
Difficulty
Beginner