This should be a standard feature / option on all travel websites. Ready to book a flight? Checkbox for insurance. One suggestion on the pitch / positioning of this -> The current pitch makes sense if I haven't bought a ticket yet. If fares go up AFTER I bought a ticket, I feel pretty good. If they go down, I feel kind of stupid. I'd be interested in the option of having a payout when that happens so I'm basically locking in a fair market rate when I get on the plane.