Expedia Group, the travel technology company, has struck a multi-year marketing agreement with Redion, a global provider of assistance, travel insurance and employee benefits, making it the first travel insurance and assistance brand to become a dedicated partner of Expedia Group Advertising.
The deal creates a completely new advertiser category for Expedia Group and changes the point at which travellers are shown protection options while they plan and book trips.
Rather than simply distributing Redion’s products, the two firms will now work together on co-branded editorial content, on-platform experiences and targeted activations. These will begin appearing across Expedia Group’s brands from the third quarter of 2026. As a result, Redion will be able to feature consistently at multiple stages of a traveller’s journey, with the aim of building brand recognition and giving customers greater reassurance.
The partnership forms part of a wider push by Expedia Group Advertising to move beyond its long-standing client base of hotels, airlines and destinations. Over the last 12 months, the division has run a growing number of campaigns for brands outside travel, including retail, entertainment and financial services firms, giving them access to engaged traveller audiences on Expedia Group’s websites and apps, external channels and publishing partners. Travel insurance and assistance, which straddles both travel and non-travel spending, is the latest category to join.
Expedia Group’s own research highlights the potential. According to its findings, 62% of travellers bought something unrelated to travel in connection with their latest major holiday, spending around $500 on average on top of the trip. In addition, 38% of Gen Z travellers purchased financial products or services ahead of departure. Redion sees this as a chance to engage travellers at the moment they are weighing up protection and money-related decisions for their trips.
Redion is part of Generali and specialises in assistance, travel insurance and employee benefits. The company is active in over 190 countries, employs more than 12,000 people and generates €5.8bn in yearly business volume. Its services cover travel insurance, emergency and medical assistance, employee protection including life, disability, accident and medical cover, health and mobility offerings, and worldwide B2B2C and embedded insurance programmes.
Expedia Group vice president, business development Jennifer Andre said, “Opening a category is not something we do often. 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.”
Redion Group CEO, travel insurance & assistance Virginie Babinet said, “This partnership marks a defining moment for Redion. 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.”
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