easyJet now offers customers dynamic travel insurance solutions in partnership with Collinson Group, a global leader in shaping and influencing customer behaviour, and underwritten by Zurich Insurance.

The low-cost carrier is looking to significantly change the way travel insurance is sold to customers.

The partnership sees Collinson supporting easyJet sales as well as customer servicing, claims and assistance in 13 European markets, with products and pricing tailored to a number of traveller profiles.

The pricing engine uses variables such as the traveller’s destination, time of year, group size and flight add-ons to highlight a product that’s likely to resonate best with that customer.

The opportunity for airlines to focus on optimising conversion rates within the flight booking journey is huge.

This, coupled with the introduction of the new Insurance Distribution Directive in February 2018, helps to place easyJet ahead of the curve in offering travel insurance that is competitive, compliant and tailored to its customers’ needs.

Alongside familiar options such as cancellation, domestic and comprehensive insurance, customers will be presented with persona-based products if their booking matches the profile for winter sports, business travel, or sports such as cycling and golf.

Depending on the persona purchasing the flights, bespoke add-ons will also be offered such as enhanced gadget cover for families.

In addition to purchases with flight bookings, easyJet customers can buy travel insurance separately through an easyJet-branded website which was custom-built by Collinson and supports thirteen languages.

In the months ahead, easyJet marketing activity will drive customers to the site at various points before travel to raise awareness of the best-matched insurance product.

easyJet ancillary revenue director, Andrew Middleton, commented: “We are pleased to be partnering with Collinson to sell Travel Insurance across Europe.

“Collinson stands out from mainstream insurers with a unique proposition and an ability to deliver e-commerce, marketing and big data solutions.

“Collinson’s partnership with Zurich combines these attributes with a customer-centric process to support claims and medical assistance.”