Turkish Airlines renews Cover Genius deal for expansion

Turkish Airlines has renewed its multi-year partnership with Cover Genius, extending the airline's travel insurance arrangement into its next phase.

The renewed agreement includes plans to expand Cover Genius protection into new markets, including Australia and Latin America. Turkish Airlines also plans to introduce tailored protection options in the US and EU and add more products for different passenger groups and regional travel patterns.

The partnership began as a domestic deployment in 2023 and has since expanded to 57 countries. The programme helped Turkish Airlines scale its travel insurance offer across international markets while adding sales channels beyond the initial booking flow.

Those channels now include the airline's Manage My Booking service, as well as standalone options for offline and staff travel bookings. The wider distribution is intended to give passengers access to protection at more points in the travel journey.

The renewal follows strong commercial results since launch. Turkish Airlines reported about three times its organic growth in Gross Written Premium since the partnership began.

Customer service performance also supported the extension. Since launch, Turkish Airlines recorded a 37% increase in Net Promoter Score linked to protection, while claims data showed that nearly three quarters of claims were paid within five days of being raised.

The arrangement reflects a wider push by airlines to generate more revenue from services sold alongside flights. Travel insurance has become one of the products carriers offer during and after booking, and providers that can support multiple markets have become more important as airlines seek to standardise those sales across regions.

For Turkish Airlines, the scale of its route network provides a large international base for those products. The carrier serves more countries than any other airline in the world, with 358 destinations across 133 countries and a fleet of 531 passenger and cargo aircraft.

Cover Genius operates in more than 60 countries and all 50 US states. The company focuses on embedded protection, a model in which insurance and related products are offered within another company's customer journey rather than through a separate purchase process.

Expansion plans

The next stage of the partnership points to a more localised approach in major regions. Alongside expansion into Australia and Latin America, the US and EU offering will include tailored protection options designed for different passenger segments.

That suggests a broader shift from a single standard product to cover that varies by market, traveller type and booking channel. For airlines, that can mean adjusting products for local regulation, customer expectations and the disruption or cancellation risks most relevant in each region.

The expansion beyond the initial booking stage is also notable because many airline ancillary products have historically depended on the original ticket purchase flow. By extending cover to post-booking and offline channels, Turkish Airlines is seeking to reach customers who may not choose an insurance product at the first point of sale.

Angus McDonald, Chief Executive Officer and Co-Founder of Cover Genius, commented on the renewal.

"What excites me most about airlines is the sheer scale of impact they have on consumers, and Turkish Airlines exemplifies that, serving more countries than any other airline in the world. Our partnership focuses on using that reach to facilitate the next level of customer experience. This renewal reflects a shared belief that embedded protection, when designed properly, can scale globally, remove friction for travellers, and deliver meaningful value for passengers and the airline. Turkish Airlines shows what's possible when protection is treated as a core part of the journey, not an afterthought," McDonald said.