Sports, concerts and other live events are shaping travel trends more than ever nowadays. Some attribute this to pent-up demand from the pandemic era. Others point to the simple fact that more artists are taking to the road than in previous years.

Allianz Partners USA’s recently released annual Vacation Confidence Index found that 63% of Americans say they plan on attending at least one ticketed event this year, with nearly one in three (29%) saying they will be traveling specifically to attend a major pop culture event such as a fan convention or music festival — up five percentage points from 2024.

The surge in travel for ticketed events comes on the heels of a record-breaking year in live entertainment, fueled by the enormous success of global tours from such artists as Taylor Swift and Beyoncé. Emily Hartman, General Manager at Allianz Partners USA, says, “For many fans, traveling to a new city to see their favorite act became both a great entertainment and travel opportunity. Event-driven travel aligns with broader lifestyle trends where younger generations are prioritizing these types of experiences. With more artists, teams and creators returning to the road, travelers are embracing the chance to combine their passions with their PTO, often planning multiple trips around these shared cultural moments.”

Travel Insurance: What Could Possibly Go Wrong? A Lot!

This is where travel insurance is starting to factor in more and more. Traveling to see one’s favorite team or recording artist is often a once-in-a-lifetime experience, but it also comes with unique risks. Hartman notes, “Between the cost of game tickets, flights, hotels and time off work, fans make a meaningful investment to be part of the action. That’s where travel insurance becomes essential. If an unexpected event prevents you from making it to the event, travel insurance can reimburse pre-paid, non-refundable expenses for covered travel cancellations up to the limit of the policy.”

Indeed, for many, with today’s rising travel costs, tighter schedules and more complex itineraries, such policies don’t just feel like a “nice to have.” They’re regarded as smart investments. “No-brainers,” if you will.

“It ensures you can enjoy your time away, knowing you’re protected and supported,” Hartman says. Without travel or event ticket insurance, fans risk losing the cost of their tickets and fees plus non-refundable, pre-paid travel expenses.

Fans Find an Ally in Allianz Partners

One of the better products out there is Event Ticket Protector from Allianz Partners, which is available from leading event ticketing providers. Fans can look for it in the purchase path when buying their tickets. Hartman says, “Allianz Partners delivers 24/7 global assistance — including multilingual support, along with emergency medical and transportation services and help with lost documents. Additionally, our travel insurance plans provide reimbursement for non-refundable, prepaid expenses in the event of a covered trip cancellation, interruption or delay for a covered reason.”

And because Allianz Partners deals with a lot of clients with varying degrees of tech savvy, it has managed to leverage technology and secure digital platforms to make filing claims easier and even enable access to tele-medical services while abroad. Hartman says the goal has always been to be more than just a travel insurance provider. “We’re a true travel companion,” she says. “While many companies focus solely on reimbursement after something goes wrong, Allianz Partners goes further by offering proactive tools, real-time assistance and ongoing support throughout every step of the journey.”

She adds, “Our commitment to innovation also differentiates us. With tools like the Allyz® app, travelers have immediate access to trip details, live flight updates and 24-hour emergency assistance, all in one place.”

So, Who’s Buying?

The question was then posed to Hartman: “Is this insurance a more challenging ‘sell’ to younger or older fans? Or do such demographics have any bearing?” She acknowledges that age does play a role — but not necessarily in interest, rather in awareness and perception.

“Younger fans, such as Gen Z and Millennials, tend to be highly experience-driven and are more likely to travel for concerts, sporting events and pop culture moments,” she says. “However, this group often feels a greater sense of financial invincibility and may underestimate the value of protection — viewing travel insurance as an extra cost rather than a safeguard. For these travelers, education is key: Once they understand how coverage can protect nonrefundable event tickets, flights and accommodations, they quickly recognize its value.”

By contrast, in her experience, more seasoned travelers often see travel and event ticket insurance as a practical necessity. They’re typically more experienced travelers and more aware of potential disruptions. Consequently, Hartman states, “They tend to be more inclined to protect their financial investment.”

Looking Ahead

Allianz Partners USA’s Vacation Confidence Index also found that several new factors are influencing how Americans travel, many of which weren’t nearly as prominent 10 or even five years ago. Trends such as “bleisure” travel (mixing business with leisure) and “microcations” (short, high-impact getaways) are proof of how travelers are adapting to tighter schedules and rising costs.

Additionally, the influence of pop culture and social media on travel is expected to continue reaching new heights in the months and years to come, with more Americans letting their screens guide their next getaway. Hartman notes, “Constantly connected and highly engaged with platforms like TikTok, Instagram and YouTube, 47% [of younger Americans, aged 18-34] say their travel plans are influenced by social media. Our survey also found that 42% of the same generation say their vacation plans have been influenced by recent TV shows or movies.”

As travel evolves, so too will travel insurance policies and options. Hartman and her colleagues see the future of travel insurance moving toward simplicity, personalization and integration where coverage becomes a seamless part of the booking process. She concludes, “The concept of ‘buy when you book’ is central to that shift, giving travelers the ability to secure protection at the same time they purchase flights, hotels or event tickets. This ensures they’re covered from the moment plans are made, making the process effortless and intuitive!”