From London to Dubai: Adapting UK Travel & A&H Products for GCC Consumers - TTE Gulf Management Consultancy

For many UK-based travel and Accident & Health (A&H) insurers, covering travel-related medical and personal accident risks, the Gulf Cooperation Council (GCC) represents a natural next step in international expansion. Demand is growing, distribution channels are evolving, and regional hubs such as Dubai and Riyadh offer access to both local and outbound travel flows.

However, one of the most common misconceptions we encounter is the assumption that products successful in the UK can be deployed in the GCC with minimal adaptation. In practice, pricing models, benefit structures, and cultural considerations require careful adjustment to ensure both regulatory acceptance and commercial traction.

Based on our experience supporting insurers entering the Gulf, product localisation is often the difference between early success and slow market uptake.

Why UK travel and A&H products rarely translate directly

UK travel and A&H products are typically designed around:

Short-haul and intra-European travel patterns
Mature consumer understanding of insurance benefits
Price-sensitive but comparison-driven purchasing behaviour

By contrast, GCC consumers and corporate buyers often have different expectations, travel habits and decision drivers. Products that fail to reflect these realities may struggle with distribution partners, regulators, or end customers.

Pricing considerations in the GCC context

Pricing in the GCC is influenced by factors beyond pure actuarial modelling.

Key considerations include:

Higher average claim costs in private healthcare facilities
Expectations around access to premium hospitals and international providers
Different tolerance for deductibles and co-payments

In many cases, successful products in the GCC balance competitive pricing with clearly articulated value particularly around service quality, speed of access and international coverage.

Insurers entering the region should also consider how pricing is perceived across different customer segments, including nationals, expatriates and corporate accounts.

Benefit design: what matters most to GCC consumers

Benefit structures often require rethinking when entering the Gulf.

Common areas of adaptation include:

Higher medical limits and clearer emergency coverage definitions
Strong emphasis on evacuation, repatriation, and cross-border care
Inclusion of concierge-style services and assistance support

In the GCC, buyers frequently focus less on the number of benefits listed and more on how services are delivered in practice particularly in high-stress medical or travel disruption scenarios.

Religious and cultural considerations

Cultural alignment is not optional in the GCC, it is a core component of product credibility.

Areas that often require attention include:

Compliance with local norms around medical treatments and exclusions
Sensitivity to religious considerations, including Shariah principles where applicable
Clear communication in policy wording, marketing materials, and customer journeys

While not all products require Shariah structuring, insurers must understand when and how religious considerations may influence regulatory review or customer acceptance.

Distribution and communication realities

Another frequent challenge is assuming UK-style digital distribution alone will be sufficient.

In the GCC:

Partnerships play a critical role in scale and trust
Product success can depend on how well partners are equipped to explain benefits and exclusions
Brokers, banks, airlines, and assistance providers often influence product success
Arabic-language communication and culturally appropriate messaging can be decisive

Product design should therefore be developed alongside distribution strategy, not in isolation.

How TTE Gulf support product adaptation for the GCC

At TTE Gulf, we work with international insurers to adapt travel and A&H products for the GCC market in a structured and pragmatic way.

Our support typically includes:

Market and consumer insight specific to GCC jurisdictions
Review of pricing logic and benefit structures against local expectations
Guidance on cultural, religious, and regulatory considerations
Alignment of product design with distribution and operational models

Our objective is to help insurers enter the market with products that are not only compliant, but commercially relevant and sustainable.

Entering the GCC is not about replicating what works in London it is about translating strengths into a new context. Insurers that invest early in product adaptation are better positioned to build trust, secure partnerships, and scale with confidence across the region.

TTE Gulf supports international insurers in adapting travel and A&H products for GCC markets, aligning pricing, benefits, and operational models with regional realities.

Senior decision-makers may request an initial discussion to assess product readiness for the Gulf.