Affinion, the customer loyalty company best known for offering identity theft security and shoppers’ programs, recently launched a whole new program in the field of travel and leisure. Affinion, one of the ten largest travel and leisure agencies in the US, unveiled an “Everyday Travel Insurance” program that provides “perpetual travel insurance” that covers any trip more than 100 miles away from the customer’s home.

According to Affinion, Everday Travel Insurance covers all forms of travel, including car, air, train, or boat, and is available for families or individuals. “Whether it’s a weekend visit to the beach or an amusement park, driving the children to college, or visiting relatives over the holidays, we’re aiming to provide a travel plan to individuals and families to cover all of their travel routines,” said Tom Rusin, CEO of Affinion North America. “We’re challenging the notion that travel insurance should only cover the stand-alone, more expensive trips, and providing an affordable option so that anyone who even occasionally travels more than 100 miles from home can have consistent coverage.”

With a subscription based service, Affinion hopes to cut into the business provided by more traditional forms of trip-based insurance. This marketing campaign seeks to reshape people’s definition of a “trip” to include any long-distance trip. Affinion’s Everyday Travel Insurance includes $500 insurance for lost luggage, $150/day travel delay allowance, and 24 hour service.

Affinion, led by CEO Nathaniel Lipman,has provided comprehensive customer engagement and loyalty solutions for 35 years. Affinion partners with these leading companies to develop and market programs that provide services to their end-customers using their expertise in customer engagement, creative design, and product development. Affinion is also the parent company of customer loyalty solution company Trilegiant.