Skift Global Forum Video: Proactive Service to Create Memorable Trips

This sponsored content was created in collaboration with a Skift partner.

On stage at Skift Global Forum 2025, Anna Kofoed made a compelling case for why insurance must evolve into something broader: a partner travelers can rely on before, during, and after every journey. She began by recounting her own recent ordeal — a canceled flight from California to Madrid that spiraled into three days of delays, hotel stays, and rebooking headaches.

Her point was simple: if even a seasoned travel executive finds the experience stressful, what does it feel like for an infrequent traveler? “I was thinking if this is tough, chaotic, stressful for me, what is it like for somebody who doesn’t travel as much and who is not part of the travel industry as we are?” Kofoed said. That recognition, she argued, drives Allianz Partners’ mission to make travel protection faster, more intuitive, and more human.

The New Expectations of Travelers

Kofoed noted that today’s travelers are less patient with disruption. Delays, cancellations, or confusing claims processes are no longer tolerated. “We want it to be quick, seamless, and proactive. We want travel players to be proactive, and we take that very seriously,” she said.

Research Allianz Partners conducted with Skift reinforces this shift: younger generations — often assumed to be less risk-averse — are actually more inclined to buy travel protection. Kofoed attributed this to tighter disposable incomes and heightened awareness of industry disruption. “It’s a big percentage of the money they spend when they go on a holiday,” she explained. “They are very, very aware of the disruption that we see in the travel industry, and they want to protect themselves against that.”

Paying Claims Without the Paperwork

Skepticism often surrounds travel insurance: Will my claim be paid? Is it worth the hassle? Kofoed confronted these doubts directly. “It may sound a bit strange, but coming from an insurance executive, we want to pay claims,” she said.

Allianz Partners is testing what it calls proactive benefits, including through its partnership with Alaska Airlines. By monitoring flights in real time, Allianz Partners can automatically compensate customers for delays — no paperwork required. “It’s not even about filing a claim, it’s basically just happening because we are proactively helping you,” Kofoed explained.

This model builds loyalty by shifting insurance from a defensive safety net to a proactive service. “We actually see a very clear correlation between customer loyalty and us paying claims,” she added.

AI at the Core of Faster, Smarter Support

Technology plays a central role in Allianz Partners’ strategy. Sixty-five percent of claims are now processed using artificial intelligence, cutting resolution times from days to hours. “We’re not talking about days on most of our claims; we’re talking about hours, which makes a real difference,” Kofoed said.

But Allianz Partners has been careful not to downplay the human element. When a claim is denied, for example, a human agent reviews it. AI is used to clear routine cases quickly so staff can focus on complex or urgent needs. “It’s to make it fast, but also we really want to make sure that we do it right,” Kofoed said.

Allyz: Extending Protection Beyond the Policy

Another pillar of Allianz Partners’ offering is Allyz, a digital platform designed to give travelers direct access to assistance. Beyond managing policies and submitting claims, Allyz provides access to medical services abroad — from digital doctors in a traveler’s native language to in-person appointments with local physicians.

Already adopted by three million users worldwide, including one million in the U.S., the app is a gateway to what Allianz Partners calls its “travel companion” model. Future plans include embedding conversational AI into Allyz to answer coverage questions in real time. As Kofoed explained: “What we want to do is that with free text in Allyz, you can just ask the question, ‘My flight is delayed. What am I covered for? What can I do? What should I do?’ And you will have that answer at your fingertips.”

Loyalty Built Through Human Care

Kofoed illustrated Allianz’s deeper vision of loyalty with a story that transcended perks. Seventeen years ago, an Allianz Partners agent named MaryAnn helped a couple in Myanmar after the husband suffered a heart attack. The couple never forgot the care they received. Every year since, they’ve sent Marianne a photograph updating her on their lives.

“What really adds value is when we are there when things don’t go the way travelers expect, or when we create delight, which is what we’re doing with our proactive claims,” Kofoed said. Allianz Partners repatriates 23,000 people annually — each one a personal touchpoint that can spark enduring trust.

That personal commitment, she argued, is what sets Allianz Partners apart. “Yes, the perks are important and they add value, but what really adds value is when we are there… when they’re in trouble,” she said.

A Shift From Insurance to Travel Companion

For Kofoed, the very language of insurance is too narrow. Allianz prefers terms like “trip protection” and “travel companion” to capture the broader support it offers. “The insurance is the financial part,” she said. “But then it’s also about the protection, being there with medical assistance when it’s needed. Us flying out doctors to wherever you are in the world and making sure that you can get home safe.”

By reframing its role, Allianz Partners aims to stand shoulder to shoulder with airlines, hotels, and other travel providers as a core component of the journey. “Travel brands that include travel protection… their traveler feels that they care more,” Kofoed said. With 72 percent of consumers saying they are more likely to join a loyalty program that includes travel protection, the value is evident for both partners and customers.

The Bigger Picture

Kofoed’s Skift Global Forum conversation underscored the broader direction of the travel industry: travelers want services that anticipate disruption, simplify complexity, and prove trustworthy when it matters most. Allianz Partners is positioning itself as part of that future by embedding AI-driven automation, broadening its service ecosystem, and strengthening its human touch.

Ultimately, Kofoed sees Allianz Partners not as a backup plan, but as an integrated companion that supports the full arc of travel. “Helping people when they need it,” she said, “is just such an important point to end on.”

Click here to download the new report from Allianz Partners and Skift: Building Airline Loyalty in an Age of Uncertainty.

This content was created collaboratively by Allianz Partners and Skift’s branded content studio, SkiftX.