This is likely to evolve the way in which search campaigns are run, because multi-trip/annual insurance terms are less seasonally dependent than short-term travel insurance, but can also generate greater returns.
Annual insurance peaks in cost-per-click (CPCs) and volume during January, as consumers look to cover themselves for the year ahead.
It maintains volume through until September, marking the end of the summer travel season.
Internet searches for "travel insurance" are already ramping up as consumers start planning their summer breaks.
Searches for travel insurance will peak in the summer as consumers search policies to cover themselves for last-minute deals, or holidays booked earlier in the year.
The pay-per-click marketplace for travel insurance follows similar trends to those experienced in the travel sector as a whole, with seasonal peaks occurring during both January and the summer months.
Cost-per-click is highest during these peak periods due to increased conversion. During the seasonal slowdown, cost-per-clicks can fall by as much as 25%.