Expedia Group, the global travel technology company, has struck a multi-year marketing agreement with Redion, a Generali-owned specialist in assistance, travel insurance and employee benefits.
This is the first time a travel insurance and assistance provider has joined Expedia Group Advertising as a dedicated partner.
The deal creates a brand-new advertiser category for Expedia Group and changes how and when travellers come across protection products while planning and booking their trips.
Starting in Q3 2026, the collaboration will introduce co-branded editorial content, on-platform experiences and targeted activations across Expedia Group’s brands. Redion will be able to appear consistently throughout the traveller’s journey, raising its brand visibility and giving customers greater reassurance.
The partnership is part of Expedia Group Advertising’s push beyond its core clients of hotels, airlines and destinations. Over the last twelve months, the division has increasingly run campaigns for brands outside travel, including retail, entertainment and financial services firms. These campaigns reach engaged traveller audiences through Expedia Group’s own websites and apps, offsite channels and partner publishers. Travel insurance and assistance, which straddles both travel and financial services, is the latest category to be added.
The two firms have worked together for a long time. For more than 15 years, Redion has supplied travel protection to Expedia Group customers under its previous names, Europ Assistance globally and Generali Global Assistance (GGA) in the US. The new agreement turns that distribution arrangement into a strategic advertising alliance.
Expedia Group’s own research shows the commercial potential. It found that 62% of travellers bought something unrelated to travel in connection with their latest major leisure trip, spending an average of $500 beyond the cost of the trip. It also found that 38% of Gen Z travellers purchased financial products or services before setting off. For Redion, this gives a well-timed chance to reach travellers while they weigh up protection and financial choices linked to their trips.
Redion is part of Generali and provides assistance, travel insurance and employee benefits.
The company is active in more than 190 countries, employs over 12,000 people and generates €5.8bn in annual business volume. Its services include travel insurance, emergency and medical assistance, employee protection covering life, disability, accident and medical, and health and mobility solutions. It also runs global 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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