Protect Group, a leader in ancillary travel products, has identified a significant increase in booking hesitancy among travellers, largely driven by rising global geopolitical instability and stricter regulations. The company defines this emerging behaviour as “booking anxiety,” with financial uncertainty and price as the main barriers to decision-making. As a result, travellers are increasingly delaying bookings, prioritising price over other factors, and adopting a “wait and see” attitude in response to a perceived volatile environment.
This trend is particularly pronounced in long-haul travel, where the overall cost is significantly higher and, consequently, the perceived financial risk is higher as well. According to the company, the greater the investment associated with a trip, the higher the anxiety around potential cancellations, disruptions, or unexpected changes, ultimately discouraging booking decisions.
The company has identified 5 key factors fueling the rise of “booking anxiety” among international travellers:
Economic pressure and rising cost of living: Inflation and increasing travel costs are pushing consumers to prioritise price over other factors. Many travellers opt for cheaper non-refundable fares, even if this increases their sense of risk and vulnerability in the event of major disruptions or last-minute eventualities.
Geopolitical instability and perceived insecurity: Wars, international tensions, border restrictions, and regulatory changes are heightening concerns about potential disruptions, cancellations, or complications during travel.
Climate change and extreme weather events: Heatwaves, floods, wildfires, and other extreme weather phenomena are increasingly influencing booking decisions and perceptions of destination safety.
Health and well-being concerns: Following the pandemic, travellers have become more sensitive to medical emergencies, access to healthcare systems, and associated costs while travelling.
Overtourism and social media fatigue: The overexposure of certain destinations on social media is increasing concerns about overcrowding, long queues, and a loss of authenticity in the travel experience.
Commenting on this growing phenomenon, Stephen Joyce, Global Strategy Lead – Travel & Tours at Protect Group, said: “Consumers are increasingly prioritising price and flexibility over traditional factors such as quality or brand loyalty. However, limited budgets often prevent them from accessing flexible fares, leading many travellers to opt for cheaper non-refundable options despite the higher financial risk.
Travelling involves paying for an intangible experience today that will take place months later and, in most cases, is not protected against unforeseen events. This creates a strong sense of vulnerability among travellers.”
Refund Protect: restoring confidence in the booking process
In this context, Protect Group has observed an increase in the demand for protection and refund products in recent months. “This reflects a structural shift in travellers’ behaviour and in how consumers perceive the inherent risks of booking travel. We anticipate this trend will continue to intensify in the coming years, driven by growing travel complexity, evolving regulatory frameworks, stricter entry requirements, and a persistently volatile global outlook,” said Joyce.
As a result, Refund Protect, Protect Group’s flagship product, emerges as a key tool to reduce friction and restore confidence in the booking process. Fully integrated into the checkout flow of OTAs, airlines, hotels, and ticketing platforms, Refund Protect allows consumers to turn non-refundable bookings into refundable ones in the event of unforeseen circumstances beyond their control.
Unlike other providers, Refund Protect offers a 100% refund of the booking value, without restrictive time windows or complex processes, helping travel brands increase consumer confidence, improve conversion rates, and strengthen customer satisfaction in an increasingly uncertain environment.
