Once before I expressed surprise that airlines pre-checking the insurance box in the online booking flow was such a concern, but the European regulators have made their decision and EasyJet are promising to fall into line. But the memorable quote is from Monarch who are standing firm whilst others crumble.

Monarch said travel insurance was good practice and passengers were “opted in” to encourage this and make purchase as simple as possible. It said 11 per cent of online customers purchased insurance, and fewer than 6 per cent of those cancelled the policy.

The question of where in the booking flow it is best to sell ancillary products is something that will probably keep ancillary revenue professionals in a job long after I’ve stopped writing about it.