Cover-More Travel Insurance is the latest travel player to expand beyond its core offering, launching an AI-powered itinerary planner to help travellers discover and plan experiences worldwide – a move that mirrors a broader industry shift towards integrated, end-to-end travel ecosystems.
Traditionally focused on insurance and assistance, Cover-More is now stepping into the inspiration and planning phase of the traveller journey, joining a growing list of single-service providers broadening their reach. Airlines are adding hotels, hotels are adding tours, and insurers like Cover-More are weaving themselves into the full travel experience.
The new feature, embedded in Cover-More’s app, matches experiences to traveller interests – from sumo matches in Japan to food tours in Rome – with tailored suggestions for solo travellers, couples, friends and families. Future enhancements will include accessibility and fitness filters, local transport info and a “wildcard” option for spontaneous adventurers.
“Travel isn’t just about the days you’re away; it’s also about the anticipation and inspiration that happen before you go,” Cover-More chief sales officer Todd Nelson, said. “By integrating an itinerary planner, we can help our customers dream, plan and book great experiences all in one place.”
The launch is part of a wider race to capture more of the traveller journey. Where once companies occupied distinct niches – flights, hotels, insurance – more players are now seeking to own the full funnel, from dreaming and planning to booking and protection.
The app was originally developed as an always-on safety monitor, enabling travellers to receive proactive safety alerts based on their exact location, along with destination-specific advice and a quick ‘tap-to-call’ connection to the global emergency assistance team. It later evolved to include the ability to purchase travel insurance directly through the platform and has now expanded further with the addition of an AI-powered itinerary planner designed to enhance and enrich the travel experience.
Cover-More’s app already offers travel discounts, destination information, real-time risk alerts, 24/7 emergency assistance and in-app access to policy details. While anyone can use the app, policyholders receive additional integrated support.
To promote the new planner, Cover-More has rolled out a campaign across Australia and New Zealand inviting users to test the feature and share feedback for a chance to win a $250 gift card.
The Cover-More app is available for download on the App Store and Google Play.
