Europe

Reimagining Travel Insurance with Sunweb Group

3 mins Read

Tailored travel insurance for stress-free holidays

Since 2019, AXA Partners and Sunweb Group have joined forces to develop products and services with a clear focus on customer value. Working together beyond the standard partner-client relationship and functioning as one team allows Sunweb Group to offer best-in-class insurance solutions for complete peace of mind when traveling.

Sunweb Group is one of Europe’s leading travel companies, offering holiday experiences to over a million travelers each year across popular sun and ski destinations. With a strong digital focus and a commitment to customer satisfaction, the group aims to offer an affordable and worry-free holiday for many of us.
As today’s travelers increasingly prioritize peace of mind, Sunweb Group set out to go beyond offering great holidays by protecting the entire journey. True to its mission of adding value to every precious moment of a customer’s holiday, Sunweb Group turned to AXA Partners to co-create a travel insurance and assistance solution fully aligned with travelers' expectations.

A co-created solution designed around the customer

For over six years, Sunweb Group and AXA Partners have worked hand in hand to develop a seamless and bespoke insurance solution for leisure travelers. The result? A custom-built travel assistance and cancellation package available as an add-on across Sunweb Group’s three brands (Sunweb, Eliza was here, and GOGO) in six markets: the Netherlands, Belgium, France, Germany, Sweden, and Denmark (expansion into the UK market is planned for the near future).
Products are co-created on an international scale, but always tailored to local market expectations and regulations. Whether it's a last-minute cancellation or a need for medical support while abroad, travelers benefit from the trusted service and international reach of AXA Partners.
(Picture: Joeri Marien, Sales Director Benelux for AXA Partners & Tim Van den Bergh, COO for Sunweb Group)

Mieke De Schepper

Sunweb Group CEO

Having one central point of contact in the Benelux, combined with local expertise in each market, ensures we provide the same standard of service within our different brands and adapt to cultural and regulatory differences while maintaining a seamless customer experience.

A digital, reassuring, and responsive experience

In today’s digital-first travel environment, delivering reassurance starts long before the journey begins. A great digital experience isn’t just seamless: it’s smart, intuitive, and adds real value at every step. Thanks to a strong user experience and optimized UI design, supported by AXA Partners’ market research and user testing, insurance has become a true conversion booster in Sunweb’s customer journey. Through ongoing collaboration, from workshops to A/B testing, both teams are continuously working to enhance the customer experience and maximize cross-sell opportunities.

Clear benefits for both travelers and the brand

Accessible travel insurance and assistance
User-friendly and reassuring experience
Streamlined, digital claims process
Localized offers, tailored to local market expectations

A partnership built for performance

The co-designed insurance solution has already delivered impressive results and continues to strengthen Sunweb Group’s value proposition. For AXA Partners, this long-term relationship reinforces its strategic position in the mobility and travel ecosystem.

Marie Louise Elhabre

CEO AXA Partners

Our relationship is all about trust, co-creation, and customer-focus. Sunweb Group’s ambition to bring joy and peace of mind to travelers resonates with ours, to be there at the right moment, with the right support, true to our motto “digital when possible, human when it matters.