American Express Insurance Services has launched Essential, a flexible, new European annual travel insurance product priced from GBP29.

Essential offers protection for anyone aged 18-65. It also offers family policies from GBP45. It offers flexibility with a range of add-on options including winter sports and golf cover. Travelers whose personal possessions are already covered with their household insurance can opt out of the GBP1,500 cover for loss or stolen personal baggage. Essential customers who carry the European health insurance card will also qualify for an additional discount on their travel insurance premium.

Joanne Field, marketing manager of American Express Insurance Services, said: Often great value policies fall down when it comes to the cover limits. Essential combines a keen premium with comprehensive cover – such as the GBP3,000 cancellation and curtailment limit per person.