Travel insurance: AI Visibility Index
What this Index measures
The AI Visibility Index measures how often and how favourably each brand appears in the answers given by AI assistants to common insurance questions. It is not a measure of price, cover, claims service, financial strength or value for money, and it is not a recommendation to buy any product. A high score means a brand is well represented in AI answers. It does not mean the insurance is better.
Independence and conflicts
- No brand pays to be listed, removed or re-ranked. Positions are measured from real AI responses.
- Marrow sells infrastructure to insurers and may have a commercial relationship with brands appearing in the Index.
- Marrow is not an insurer or a broker, and is not authorised by the Financial Conduct Authority.
Informational only. Not financial advice, not a personal recommendation, and not a comparison of price or cover. Always check terms directly with the insurer.
Top 13 of 13 brands · Updated 2026-05-20
- #1600757510012
Churchill
InsurerLimited dataUnderwritten by U K Insurance Limited. Insurer details
Score 60 · Vis 0 · Sen 75 · Acc 75 · Rec 100
- #252377299231
Staysure
IntermediaryCarrier details incompleteUnderwritten by a panel of 2 carriers: Great Lakes Insurance UK Limited, DAS Legal Expenses Insurance Company Limited. Insurer details
Score 52 · Vis 37 · Sen 72 · Acc 99 · Rec 23
- #3502372100291
Aviva
InsurerUnderwritten by Aviva Insurance Limited. Insurer details
Score 50 · Vis 23 · Sen 72 · Acc 100 · Rec 29
- #450207596310
InsureandGo
IntermediaryCarrier details incompleteUnderwritten by MAPFRE Asistencia Compañía Internacional de Seguros y Reaseguros, Sociedad Anonima, trading as MAPFRE Assistance. Insurer details
Score 50 · Vis 20 · Sen 75 · Acc 96 · Rec 31
- #544137599160
Saga
IntermediaryCarrier details incompleteUnderwritten by Underwriting carrier not established for this line. Insurer details
Score 44 · Vis 13 · Sen 75 · Acc 99 · Rec 16
- #6431669100162
Allianz Assistance
IntermediaryCarrier details incompleteUnderwritten by a panel of 2 carriers: AWP P&C SA, Liberty Mutual Insurance Europe SE. Insurer details
Score 43 · Vis 16 · Sen 69 · Acc 100 · Rec 16
- #7431170100204
Direct Line
InsurerUnderwritten by U K Insurance Limited. Insurer details
Score 43 · Vis 11 · Sen 70 · Acc 100 · Rec 20
- #842127097172
AXA
InsurerUnderwritten by AXA Insurance UK plc. Insurer details
Score 42 · Vis 12 · Sen 70 · Acc 97 · Rec 17
- #938126410040
Admiral
IntermediaryCarrier details incompleteUnderwritten by Underwriting carrier not established for this line. Insurer details
Score 38 · Vis 12 · Sen 64 · Acc 100 · Rec 4
- #103877110074
LV=
InsurerUnderwritten by Liverpool Victoria Insurance Company Limited. Insurer details
Score 38 · Vis 7 · Sen 71 · Acc 100 · Rec 7
- #113416310031
Zurich
InsurerCarrier details incompleteUnderwritten by Zurich Insurance Company Ltd. Insurer details
Score 34 · Vis 1 · Sen 63 · Acc 100 · Rec 3
- #123223636305
Post Office
IntermediaryCarrier details incompleteLimited dataUnderwritten by Astrenska Insurance Limited, trading as Collinson Insurance. Insurer details
Score 32 · Vis 23 · Sen 63 · Acc 63 · Rec 0
- #133105510000
Agria
IntermediaryCarrier details incompleteLimited dataUnderwritten by Underwriting carrier not established for this line. Insurer details
Score 31 · Vis 0 · Sen 55 · Acc 100 · Rec 0
Showing the top 20 brands by AI Visibility Score. The Index ranks consumer brands, not insurers. The company each contract of insurance is made with is named on every row.
AI Visibility Scores are derived from live AI assistant outputs, which vary by prompt, session and model version, so they are a directional signal of AI visibility rather than a guarantee of how any single query will respond. The Index is editorial and unsponsored. This is not financial advice; always confirm policy terms directly with the insurer.
Direct Line and Churchill are both underwritten by U K Insurance Limited and are ranked here as separate consumer brands, not as separate insurers.
Ask an AI assistant about travel insurance and the brands it names depend heavily on the details in the question. This page measures how UK travel insurance brands show up in those answers: how often they are named, how favourably, and how accurately the models describe them.
Travel cover is unusually detail-sensitive. Medical expenses, cancellation, baggage, pre-existing conditions, and the choice between single-trip and annual multi-trip policies all change which product fits. Brands whose public information is specific tend to be described more precisely by the models.
A high position below means a brand is well represented in AI answers about travel cover. It does not mean the insurance is better, cheaper or more suitable for you.
How the travel insurance Index is measured
Each quarter we put real travel insurance questions to leading AI assistants and read every answer. For each brand we score four things: whether it was named at all (visibility), how positive the language was (sentiment), whether the facts the model gave were correct (accuracy), and whether the model presented it as a top pick (recommendation). Those blend into a single 0-100 AI Visibility Score. All four describe the AI answer. None of them measures price, cover, claims service or value for money.
This quarter's travel insurance measurement draws on 58 questions, each put to 3 AI assistants (ChatGPT, Claude, Gemini) 20 times, for 2,792 answers analysed across 13 brands.
Example questions we asked
- Which UK travel insurer pays medical-emergency claims without arguing?
- Best travel insurance with pre-existing medical conditions?
- Single-trip or annual multi-trip cover for frequent travellers?
- Best travel insurance for over-60s?
These are the questions consumers actually type, so the battery uses their wording. Asking an assistant for the “best” or “cheapest” product is how the measurement is taken. It is not a claim by Marrow that any answer is correct.
For the full scoring methodology across every line, see the AI Visibility Score methodology.
How AI answers describe travel insurance brands
Travel is the line where AI assistants most often defer to comparison-site editorial and roundup content rather than naming brands directly, which reshuffles the table relative to motor and home. Pre-existing medical conditions are the sharpest accuracy test: models frequently oversimplify what is covered, so brands with transparent medical-screening information score notably better on that dimension.
Travel insurance: common questions
Does a high score mean the travel insurance is better?+
No. The AI Visibility Score measures how often and how favourably a brand appears in AI assistant answers. It measures nothing about price, cover, claims service, financial strength or value for money, and it is not a recommendation to buy any product.
Do AI assistants handle pre-existing medical conditions well?+
Unevenly. Models often generalise what is covered for pre-existing conditions, which is where accuracy scores diverge most. Brands with clear public screening and cover information are described more reliably.
Why do some travel brands here look unrelated to travel?+
Because the Index records which brands AI assistants name when asked about a line, not which brands sell products in it. If a model names a brand in a travel answer, that mention is measured. Read a position as a fact about AI behaviour, not as a statement that the brand offers a suitable travel product.
How often is the travel table refreshed?+
Quarterly, using a fixed battery of prompts across ChatGPT, Claude and Gemini. No brand pays to be listed, removed or re-ranked.