UK Travel insurers excel in customer delivery: InsureandGo, Staysure, AllClear & Multitrip ranked
What customers praised, what drove complaints, and where risk surfaced beyond the point of purchase.
UK travel insurance attracted largely positive customer feedback in 2025, with the industry recording an overall Net Sentiment of 81%. Much of that performance was driven by invited Trustpilot reviews reflecting smooth purchase journeys and helpful frontline support.
We analysed over 206,000 public customer posts across X and Trustpilot, finding that while insurers performed strongly at the point of sale, sentiment tended to fracture when journeys became complex. Unsolicited feedback returned a Net Sentiment of -5%, 86 percentage points lower than the overall industry figure, highlighting underlying challenges amid the praise.
InsureandGo leads the way
- InsureandGo (90%)
- Staysure (79%)
- Multitrip.com (77%)
- AllClear (75%)
InsureandGo ranked first overall, underpinned by strong operational performance and limited reputational friction. Customers praised an easy purchase and application journey, clear information at sign-up, and responsive and efficient customer service.
While overall rankings reflect broad public conversation, operational performance provides a clearer view of sentiment linked to customer experience. AllClear recorded the strongest operational Net Sentiment at 92%, with positive conversations most strongly linked to helpful, competent staff during support interactions and clear onboarding.
The Trustpilot effect
Invited and unsolicited feedback are not measuring the same customer experience. Invited reviews reflected completed, largely positive interactions: ease of purchase, clear sign-up, responsive initial support. Unsolicited feedback surfaced later in the journey, where pricing changes, claims progress, and complaint resolution created the most friction.
Unsolicited conversation was most likely to highlight dissatisfaction linked to renewal increases and mid-term pricing changes, claims outcomes and progress updates, and difficulty getting closure on cancellations, complaints, and claims.
What drove praise
Drivers of praise
Positive conversation centred on two consistent themes where insurers successfully met or exceeded expectations. Staff conduct and competency were the strongest drivers of advocacy, particularly when agents took ownership of complex issues and provided clarity. Smooth digital and application journeys drove significant advocacy alongside this, with customers highlighting simple purchase flows, easy-to-find information, and the ability to manage policies independently.
What drove complaints
Complaints became most visible once customers moved beyond routine enquiries. Pricing dissatisfaction was driven primarily by unexpected changes later in the journey, particularly renewal increases and mid-term adjustments that felt poorly explained, rather than initial price levels. Contact and escalation friction, including long call-centre wait times and slow or unanswered emails, forced customers to follow up repeatedly, intensifying frustration during already stressful moments. Claims and cancellations generated critical feedback when timelines felt ambiguous or the final resolution felt inconsistent with the cover promised at purchase.
Consumer Duty concerns arise in unsolicited feedback
Around 40% of all online mentions contained a Consumer Duty theme. The conversation was weighted toward consumer support, followed by pricing and fair value. Where outcomes broke down, sentiment tended to weaken once issues moved beyond initial contact, particularly around claims support, cancellations, complaint handling, and difficulty progressing cases when time sensitivity increased.
Formal escalation threats to the FCA or Ombudsman appeared most often when internal resolution failed, typically following prolonged delays, process breakdowns that blocked progress, and financial harm such as unactioned refunds or continued debits after cancellation.
"Travel insurance is bought for the moments when things go wrong. What the data shows is that the industry handles the routine well: purchase, sign-up, standard queries. The test comes later, and that's where unsolicited feedback is most valuable. It captures the experiences customers feel strongly enough to share without being asked, and in this market, those moments are almost always claims or pricing related."
Hulya Balikci, Senior Insights Manager, DataEQ
This post is a high-level summary. The full report and dashboard include deeper cuts by brand, topic, and channel, plus operational versus reputational views to help the right teams focus on the right signals.
Download the report: https://dataeq.com/resources/reports/uk-travel-insurance-index