Europ Assistance, one of the best-known names in travel assistance and travel insurance, will disappear as a brand in Belgium from 1 October 2026. The company is being renamed Redion as Generali brings its global assistance and employee benefits businesses together under a single brand.
For travellers who have a Europ Assistance policy, however, the change should have little practical impact. Existing policies, coverage, procedures, contact details and service teams will remain unchanged. The rebranding will be introduced gradually, meaning travellers may encounter both Europ Assistance and Redion branding during the transition.
Customers in Belgium will continue to be able to contact the assistance service through the existing channels, including the current telephone number +32 (0)2 533 75 75. Claims and customer enquiries will continue to be handled by the same teams.
The change is part of a much larger restructuring within Generali. The insurer unveiled Redion in May as the new global brand for its Care platform, bringing together the activities of Europ Assistance and Generali Employee Benefits (GEB). The combined business has more than 12,000 employees, operates in more than 190 countries and generated €5.8 billion in revenue in 2025. Generali says Redion is now the world’s largest employee benefits provider and the world’s second-largest provider of assistance and travel insurance.
Travel assistance remains one of the key activities of the new organisation. Redion’s services include travel insurance, medical and emergency assistance, roadside assistance and other services aimed at helping customers when something goes wrong away from home.
From travel assistance pioneer to global care platform
Europ Assistance has a particularly strong connection with international travel. The company was founded in France in 1963, at a time when international holidays were becoming increasingly accessible, and expanded into Belgium on 18 April 1964. Its original business centred on helping travellers abroad, before expanding into areas including automotive, medical and home assistance and travel cancellation insurance.
More than six decades later, the Europ Assistance name is being retired as part of Generali’s effort to create a single global identity for its assistance and employee benefits operations.
The new Redion platform combines Europ Assistance’s assistance and travel expertise with Generali Employee Benefits’ services for multinational companies. Following Generali’s acquisition of Swiss Life Network earlier this year, GEB became the world’s largest employee benefits provider.
Generali says the consolidation is intended to make it easier to combine data, technology and artificial intelligence across the business. Redion is investing in artificial intelligence and other technologies to make assistance faster and more personalised, while stressing that technology will support rather than replace human decision-making.
For travellers, that could ultimately mean more integrated assistance services, but the immediate change is considerably simpler: the name on their travel insurance and assistance service is changing.
No change to existing travel cover
Europ Assistance Belgium says customers should not expect any changes to their existing protection as a result of the rebranding. Contracts, coverage, service procedures and points of contact will remain in place, with the transition taking place gradually over the coming months.
The Belgian business currently has annual revenue of €142.9 million and expects 9% growth. It will continue operating under the Redion name while retaining the local teams and expertise built up by Europ Assistance over more than 60 years.
For holidaymakers, therefore, the rebranding should not require any action. A traveller with an existing Europ Assistance policy does not need to arrange new cover simply because the company has adopted the Redion name.
Europ Assistance is becoming Redion, but for travellers the promise remains essentially the same: when something goes wrong on a journey, the same assistance operation and the same protection remain in place.
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