The travel industry is experiencing a fundamental transformation in how it reaches customers, serves their needs, and manages disruptions. At Skift Global Forum in New York City this September, these changes weren't theoretical—they were the lived reality of travel executives navigating profound shifts in distribution, technology, and customer expectations.

With hundreds of travel industry leaders gathered for three days of frank discussion, Skift Global Forum provided a unique window into where travel is heading. In our pre-event post, we mentioned our curiosity about how travel companies are thinking about embedded experiences and technology-driven customer service. After dozens of conversations with OTA executives, airline leaders, and travel technology providers, three themes emerged that signal major opportunities for how travel protection gets delivered.

The B2B revolution: OTAs discover embedded distribution

Several conversations at Skift Global Forum centered on a striking shift: the world's largest online travel agencies are aggressively moving into B2B distribution. Hopper, Booking.com, and Expedia aren't just serving consumers directly anymore—they're powering travel experiences for banks, fintechs, and other consumer brands.

The scope of this transformation became clear through multiple conversations. Major OTAs described B2B partnerships now representing the majority of their business growth. One example frequently referenced: Hopper's partnership powering Capital One's travel offering for cardholders, alongside similar programs with other financial institutions. The pattern extends across the category, with Booking and Expedia building similar B2B distribution engines.

This reflects a broader recognition in travel that the most valuable distribution increasingly comes through platforms where customers already spend time and already trust. Rather than competing for attention in crowded search results, OTAs are embedding their travel capabilities into trusted brand experiences—banking apps, loyalty programs, and financial services platforms.

This is where embedded insurance becomes particularly relevant. The same dynamics driving OTAs toward B2B distribution apply to travel protection. Customers don't want to be redirected away from their trusted brand experience to purchase insurance separately. They expect protection to be integrated seamlessly into their travel booking flow, presented naturally as part of the trip planning process.

Sure's platform addresses this by enabling brands to offer comprehensive travel protection within their existing customer experience. Rather than sending travelers to third-party insurance sites, brands can provide trip cancellation coverage, travel medical insurance, and baggage protection as a natural part of the booking process. For OTAs building B2B offerings and brands considering travel programs, embedded insurance ensures customers stay within the trusted brand environment throughout their entire travel journey.

AI everywhere: from customer service to personal concierge

Perhaps the most consistent theme across all conversations at Skift Global Forum was artificial intelligence and its implications for every part of the travel value chain. But the discussion went far beyond chatbots for customer service—industry leaders are grappling with whether AI fundamentally changes what travelers need and expect.

Glenn Fogel, Booking Holdings CEO, dedicated significant attention during his keynote to exploring whether AI agents could replace traditional travel agents. The question wasn't whether AI can handle simple queries, but whether it can provide the anticipatory service and personal knowledge that defines premium travel assistance. Multiple attendees mentioned discussions about AI as personal concierge—rebooking disrupted flights automatically, finding alternative restaurant reservations for delayed travelers, and managing the complex cascade of changes that follows any travel disruption.

This extends to fundamental questions about how travelers search and plan. If AI agents become the primary interface for travel planning, what happens to traditional search-and-browse experiences? How do travel providers optimize for AI recommendation rather than search engine ranking? Several conversations touched on what one attendee called "the death of FAQs"—the expectation that travelers will ask natural language questions rather than navigating help documentation.

Embedded insurance positioning aligns closely with where AI is taking travel experiences. Rather than adding another layer of complexity to travel planning, embedded protection should simplify decision-making. When AI agents help travelers book trips, the same intelligence should seamlessly recommend appropriate protection based on destination risk, trip investment, and traveler preferences. The goal isn't to sell insurance policies—it's to ensure travelers are appropriately protected as naturally as their flights and hotels get booked.

Sure's approach prioritizes this kind of intelligent, contextual protection presentation. Coverage recommendations can adapt based on trip characteristics—suggesting comprehensive medical coverage for international adventure travel, emphasizing cancellation protection for expensive non-refundable bookings, or highlighting baggage coverage for high-value equipment. As AI becomes more central to travel planning, embedded insurance needs to work with those same intelligent systems rather than creating separate, disconnected experiences.

Rising disruptions: climate, overtourism, and aging fleets

The third major theme centered on a reality travel executives can no longer ignore: disruptions aren't decreasing—they're intensifying and diversifying. Climate change drives more extreme weather events affecting flight schedules and destination accessibility. Popular destinations are implementing capacity restrictions to combat overtourism. Airlines operate aging fleets with increasing mechanical issues.

Multiple travel leaders mentioned growing customer anxiety about disruptions and growing expectations that travel providers will proactively manage those disruptions. The days of "sorry, weather delay, nothing we can do" no longer satisfy customers who've grown accustomed to real-time updates, automatic rebooking, and seamless problem resolution in other parts of their lives.

What struck us was how often conversations moved from discussing individual disruption types to discussing systematic approaches to building customer confidence despite mounting uncertainty. The travel leaders doing this well aren't just reacting to disruptions—they're building protection and flexibility into their core offerings.

This creates a significant opportunity for travel protection as a value proposition rather than an add-on sale. When customers know that weather delays, flight cancellations, and unexpected trip changes are covered, they book with more confidence. When protection triggers automatically based on verified disruptions rather than requiring claim paperwork, the experience matches modern expectations for how problems should get resolved.

Sure's platform enables this kind of proactive, customer-centric protection delivery. Parametric triggers can process weather-related claims automatically based on verified data rather than requiring customers to file paperwork during disrupted travel. Integration with travel booking systems means protection activates immediately when trips are booked. And 24/7 claims support ensures travelers get help regardless of time zone or location—particularly crucial when dealing with disruptions far from home.

For travel providers, embedded protection creates a competitive advantage. Rather than selling fear of disruptions, brands can emphasize the confidence and flexibility their protection provides. Rather than sending customers elsewhere for coverage, brands can demonstrate their commitment to traveler wellbeing through seamlessly integrated protection.

The embedded everything future of travel

Skift Global Forum reinforced what we've been seeing in our work with travel brands: the industry is moving toward embedded experiences across every customer touchpoint. OTAs are embedding their capabilities in banking apps. AI is embedding intelligent assistance into every stage of travel planning. And protection needs to embed seamlessly in booking flows rather than existing as a separate purchase.

The opportunity for travel brands—whether OTAs building B2B offerings, airlines rethinking customer experience, or emerging travel technology companies—is significant. Customers expect integrated experiences that anticipate their needs, protect their investments, and maintain their trust throughout the travel journey. The brands that embed those capabilities successfully will define the next generation of travel.

Want to discuss how embedded travel protection works for your specific customer journey?

Whether you're a travel platform exploring B2B distribution, an airline reimagining customer protection, or a travel technology provider building integrated experiences, we'd welcome a conversation about what we learned at Skift Global Forum and how embedded insurance can enhance traveler confidence while generating new revenue.

Reach out to partnerships@sureapp.com to continue the conversation about embedded travel protection.