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Leeds, UK, June 22, 2026 – Protect Group, a leading provider of ancillary travel products, today announced the results of new research revealing a sharp rise in booking anxiety among travellers in Northeast Asia. The findings, developed by Web in Travel and Phocuswright, sponsored by Protect Group, highlight that escalating geopolitical instability and evolving regulations are fuelling anxiety, prompting more travellers to seek flexible bookings and robust financial protection for their trips.
The research shows that 42% of travellers across China, Japan and South Korea now actively choose flexible or refundable booking options, with that figure rising to 67% among Chinese travellers.
The study also highlights strong consumer awareness and appetite for refund protection products across the region. China leads the market, with 73% of travellers familiar with refund protection solutions and purchase intent reaching 88%. Awareness is also high in South Korea (75%), while Japan records the lowest level in the region at 62%, suggesting significant growth potential.
The strong demand for refund protection appears to be closely linked to travellers' perceptions of risk, 50% of them having experienced disruptions recently. Chinese travellers reported the highest levels of booking anxiety in the region, particularly around event bookings and the possibility of unforeseen disruptions. In contrast, Japanese travellers were more concerned with the complexity of travel planning, while South Korean travellers consistently reported lower levels of anxiety throughout their booking journeys.
The main drivers of this anxiety are directly linked to concerns over travel disruption. Across the region, flight cancellations and political instability emerged as the leading causes of booking anxiety, while concerns about future pandemics continue to influence traveller behaviour, particularly in China.
"When travellers have personally experienced cancellations, disruptions, or ongoing uncertainty, flexibility stops being a convenience and becomes essential," Stephen Joyce, Global Strategy Lead – Travel, Tours & OTAs at Protect Group. "Our research reveals that travellers are actively seeking products that offer protection and peace of mind, presenting a major opportunity for travel brands to build trust, as it is one of the most influential factors in the booking process, and drive conversions."
Refund Protect: restoring confidence in the booking process
The research concludes that travellers prefer booking options that offer both competitive prices and robust refund protection against unforeseen circumstances. In China and South Korea, most respondents favoured lower-cost options with refund protection over more expensive alternatives with standard free cancellation.
This uncertainty has also impacted booking habits among travellers in Northeast Asia. Nearly 30% of the sample are increasingly postponing their bookings and now tend to book closer to their travel dates than before. In China, the trend is even more pronounced, with almost half of travellers intentionally delaying bookings to minimise risk and potential disruptions.
This phenomenon is also affecting travel businesses. While travel agencies and OTAs experience peak anxiety when travellers compare options, airlines and accommodation providers see it at the point of booking, highlighting the need to provide reassurance and protection during the checkout process.
“This reflects a structural shift in travellers’ behaviour and in how consumers perceive the inherent risks of booking travel. We anticipate this trend will continue to intensify in the coming years, driven by growing travel complexity, evolving regulatory frameworks, stricter entry requirements, and a persistently volatile global outlook,” said Joyce.
And adds: “As uncertainty continues to shape travel decisions, flexibility is an expectation. Refund Protect, our flagship product, meets this need by reducing booking friction and giving travellers greater confidence to confirm their plans. Seamlessly integrated into the checkout flow of OTAs, payment service providers, airlines, hotels and ticketing platforms, it allows consumers to add refund protection to non-refundable bookings, providing financial peace of mind should unforeseen circumstances beyond their control disrupt their trip.”
Unlike other providers, Refund Protect offers a 100% refund of the booking value, helping travel brands increase consumer confidence, improve conversion rates, and strengthen customer satisfaction in an increasingly uncertain environment.
About the research
Web in Travel and Phocuswright conducted an online survey in May 2026 among 900 active international travellers across China, Japan and South Korea.
Respondents were required to be aged 18 or over, actively involved in planning their leisure travel, have completed at least two international leisure trips in the previous 24 months, and be planning at least one international leisure trip within the next 12 months.
The survey collected 300 qualified responses in each market.
About Protect Group
Protect Group helps partners improve customer experience and unlock new revenue through Refund Protect, a solution that enables customers to upgrade to a refundable booking at checkout. Built for simple integration and optimised performance, Protect Group supports brands across travel, payment service providers, hospitality, ticketing, airlines and transportation with tech-led products designed to keep customers confident and satisfied.
