What airlines can learn from the event industry about refund protection

Two industries, one customer

Airlines and event organisers might operate in very different worlds, but they share one crucial thing: a customer who values peace of mind. Whether someone is booking a flight to Paris or a concert in London, the psychology is the same. They're less likely to complete the booking if they’re worried about losing money due to unexpected changes.

The event industry has long understood this. While airlines have been slower to adapt, they can learn a lot from how events have implemented refund protection: not just to reduce customer risk but also to increase conversions, protect brand trust and unlock new revenue.

The event industry’s shift toward refund flexibility

Before the pandemic, ticket refund protection was often considered a “nice to have.” But when COVID-19 hit, it quickly became essential. Suddenly, organisers who offered flexibility stood out and customers rewarded them for it.

This forced innovation had lasting effects:

• Refund protection became a standard upsell in the booking flow.
• Customers became familiar with opting in to flexible tickets during checkout.
• Organisers saw a direct correlation between refund options and basket conversion.
• Refund protection became a new revenue line for venues, platforms, and ticketing companies.

Events could rapidly embed refund logic without overhauling their pricing models or creating complicated fare types. The result? A more confident customer base and better commercial outcomes.

The airline industry’s historical approach

Airlines have traditionally managed risk through fare rules. You pay less for a non-refundable seat and more for a flexible one. While logical on paper, this model doesn’t always reflect the nuances of customer behaviour.

Here’s what’s often missing:

• Binary choices: Customers can either go cheap and rigid or expensive and flexible; there’s no in-between.
• Low transparency: Fare conditions are often buried in small print.
• Inconsistent UX: Refundability isn't always clearly presented or explained at checkout.
• Limited emotional appeal: The upgrade feels technical, not customer-centric.

Meanwhile, customers have become more empowered and more discerning. They want clarity, simplicity and choice. Airlines that ignore these expectations risk being left behind.

3 Lessons airlines can learn from the event industry

1. Offer refunds as an upgrade, not a fare type

In events, refund protection isn’t a separate ticket; it’s an add-on. Customers choose to make their standard ticket refundable for a small fee. This model is far easier to understand and doesn’t force the customer into a different fare bracket.

For airlines, this approach could simplify the current fare family system. Instead of redesigning fare structures, simply allow customers to upgrade to a refundable ticket during checkout. It feels flexible, optional and intuitive.

2. Use language that builds trust, not confusion

Event ticketing platforms have learned to communicate refund options with clarity. Phrases like “Upgrade your ticket for peace of mind” or “Get a full refund if you can’t attend due to unforeseen circumstances” are common and effective.

Airlines often use terminology like “flexible fare” or “cancellation waiver,” which can be vague or even intimidating. Clear, empathetic messaging about what’s covered, and why, helps drive adoption.

3. Embed refund options seamlessly into the booking flow

In the events space, refund options are presented naturally just before checkout, with clear pricing and benefits. It’s not a separate process or insurance form. It’s simply part of the experience.

Airlines should treat refund upgrades as a native ancillary, just like bags or seats not an afterthought or redirect to a third-party insurer. Seamless UX drives confidence and conversion.

Cross-selling protection: A win for both sides

When refund upgrades are positioned correctly, everyone benefits:

• Customers gain flexibility and reassurance.
• Airlines keep more revenue even when a ticket is refunded (because the seat can often be resold).
• Platforms (whether OTAs or direct channels) get a higher average order value.
• Support teams face fewer complaints and chargebacks.

The key is to embed protection, not bolt it on. And this is exactly what the event industry got right.

A real-world comparison

Let’s say you’re booking two experiences:

1. A €50 concert ticket with a simple checkbox: “Add refund protection for €3 get 100% back if you can’t attend.”
2. A €250 flight with fare types listed as “Saver (non-refundable)” and “Flex (refundable)” with only fine print explaining the difference and an €80 price gap.

Which one feels more reassuring? More transparent? Easier to understand?

Although the concert ticket is the cheaper product, it offers a more mature and customer-friendly refund experience. Airlines have an opportunity to level up and differentiate themselves from competitors by doing so.

Bringing the best of both worlds together

Airlines are evolving. Ancillaries are becoming more personalised, AI is improving offer generation, and NDC is driving retail innovation. But refund protection has lagged behind.

By borrowing proven tactics from the event industry, clear communication, seamless integration, and upgrade-based flexibility, airlines can meet modern customer expectations without compromising on yield.

At the end of the day, both industries serve the same customer: one who values confidence, clarity, and choice. The airlines that take a page from the event playbook will be the ones that turn protection into profit and passengers into loyal advocates.