Selling travel insurance can be one of the more challenging parts of a travel advisor’s job. Some clients are skeptical, others believe they’re already covered, and many just don’t want to think about things that could go wrong on vacation. But the truth is, travel protection is not just a box to check—it’s a crucial part of the value and peace of mind a travel advisor provides. From a business standpoint, it strengthens your offering and protects both you and your clients. From a client perspective, it's the difference between a small inconvenience and a major financial or medical crisis abroad.

Here, seasoned travel advisor Jim Kennedy, an Independent Travel Concierge affiliated with Expedia Cruises, shares his practical and proven strategies based on 40+ years of experience to boost travel insurance sales – without feeling pushy.

1. Use the Right Language when Talking both Travel and Insurance

Words matter—especially when building relationships and trust. Jim avoids the term travel insurance altogether. Instead, he talks about travel protection, which frames the offer as part of the overall experience and investment.

• Instead of "spending $10,000 on a trip," say:
  “Now that you’re investing $10,000 in this journey, let’s look at how we’ll protect that investment.”
• Instead of “customers” or “passengers,” say “guests.”
• Instead of “cruises,” talk about “journeys.”
• Swap “rooms” or “cabins” for “homes,” and “balconies” for “terraces.” A guest envisioning their “terrace in the Mediterranean” feels more engaged than one picturing a “balcony.”
• Don’t talk about “shore excursions in Lisbon.” Instead, say: “What destinations or experiences would you like to explore in Lisbon?”

This thoughtful, experience-first language builds emotional connection and naturally weaves travel protection into the conversation.

2. Use Tools to Uncover Travel Protection Gaps in Credit Card Coverage

Many clients assume they’re fully covered through their credit card, but that’s rarely the case. Unfortunately, it’s difficult for most travel advisors to have that conversation without facts at hand.

Jim uses TravelAndCards.com (by InsurEye) to show clients exactly what travel coverage their credit card includes. He then sends a personalized summary using the same tool. This is often when clients realize their existing protection is far from comprehensive - and that they need additional travel insurance.

This step builds trust and positions you as a knowledgeable, proactive advisor, while also helping to avoid the frustration that can arise when clients discover - too late - that their credit card doesn’t cover their claim.

3. Educate and Visualize – Simply and Clearly

Insurance jargon doesn’t resonate with most travelers. Jim keeps it simple and paints real-world scenarios:

• “You may be healthy today, but what if you slip and break a leg abroad? Or your travel partner gets sick and you have to cancel the trip entirely?”
• Help clients understand the difference between trip interruption and trip cancellation with examples:
  “If you’re already in Portugal and your flight to Amsterdam is delayed or canceled, that’s trip interruption. But if you never left because of an emergency at home, that’s trip cancellation.”

He also shares real stories—not to scare, but to illustrate:

“We had a client go to Singapore without insurance. He had a heart attack and ended up with a USD 138,000 hospital bill. They took his passport until it was paid. His family had to wire the money. These things can happen—even to careful people.”

These real-life situations make the abstract idea of insurance feel very real.

4. Look for Opportunities to Offer Better Coverage—Even at Lower Premiums

Sometimes a standalone trip cancellation policy is more expensive than a comprehensive all-inclusive plan. Show clients the comparisons and explain the value.

Highlighting that you’re actively looking to save them money while improving their protection is a great way to build loyalty and credibility.

Final Thought

Framing travel insurance as part of a premium, seamless experience—rather than an afterthought—can change the conversation entirely. It’s about protection, peace of mind, and proactive planning.

We hope these practical, real-world tips from Jim help you increase your travel protection sales while deepening client relationships.

About the Author: Jim Kennedy

As an Independent Contractor, affiliated with Expedia Cruises, Jim brings over four decades of experience across the airline, hotel, government, and cruise industries. He combines insider knowledge with personalized service, offering clients tailored vacation planning across Air, Land, and Sea.

Jim serves as a dedicated, concierge-level advisor throughout every stage of the trip - ensuring value, clarity, and comfort every step of the way.