- Financial uncertainty and price are the main barriers in travel decision-making, especially for long-haul trips, where higher costs increase the perceived financial risk.
- This has led to “booking anxiety”, a behaviour driven by economic uncertainty and consumers’ growing need for control, flexibility, and security when booking travel.
- Refund Protect, Protect Group’s flagship product, emerges as a key tool to reduce friction and restore booking confidence.
Leeds, UK – 18 May, 2026. Protect Group, a leader in ancillary travel products, has identified a significant increase in booking hesitancy among travellers, largely driven by rising global geopolitical instability and stricter regulations. The company defines this emerging behaviour as “booking anxiety,” with financial uncertainty and price as the main barriers to decision-making. As a result, travellers are increasingly delaying bookings, prioritising price over other factors, and adopting a “wait and see” attitude in response to a perceived volatile environment.
This trend is particularly pronounced in long-haul travel, where the overall cost is significantly higher and, consequently, the perceived financial risk is higher as well. According to the company, the greater the investment associated with a trip, the higher the anxiety around potential cancellations, disruptions, or unexpected changes, ultimately discouraging booking decisions.
The company has identified 5 key factors fueling the rise of “booking anxiety” among international travellers:
1. Economic pressure and rising cost of living: Inflation and increasing travel costs are pushing consumers to prioritise price over other factors. Many travellers opt for cheaper non-refundable fares, even if this increases their sense of risk and vulnerability in the event of major disruptions or last-minute eventualities.
2. Geopolitical instability and perceived insecurity: Wars, international tensions, border restrictions, and regulatory changes are heightening concerns about potential disruptions, cancellations, or complications during travel.
3. Climate change and extreme weather events: Heatwaves, floods, wildfires, and other extreme weather phenomena are increasingly influencing booking decisions and perceptions of destination safety.
4. Health and well-being concerns: Following the pandemic, travellers have become more sensitive to medical emergencies, access to healthcare systems, and associated costs while travelling.
5. Overtourism and social media fatigue: The overexposure of certain destinations on social media is increasing concerns about overcrowding, long queues, and a loss of authenticity in the travel experience.
Commenting on this growing phenomenon, Stephen Joyce, Global Strategy Lead – Travel & Tours at Protect Group, said: “Consumers are increasingly prioritising price and flexibility over traditional factors such as quality or brand loyalty. However, limited budgets often prevent them from accessing flexible fares, leading many travellers to opt for cheaper non-refundable options despite the higher financial risk.
Travelling involves paying for an intangible experience today that will take place months later and, in most cases, is not protected against unforeseen events. This creates a strong sense of vulnerability among travellers.”