Peter Greenberg TODAY Travel Editor • Profile • E-mail

For years, it was the great unmentionable in the travel transaction: insurance. Travel agents were afraid to bring up the subject of travel insurance for fear of losing the overall deal. It was considered a negative.

Not anymore. Whether it's your trip, your possessions, your luggage, or your health, travel insurance — and most important, the right kind of travel insurance — has become an essential item to pack for smart travelers. And if you don't buy travel insurance — or the right kind — more than your trip could be ruined.

According to the U.S. Travel Insurance Association, about 30 percent of Americans purchase travel insurance, an increase from 10 percent before 9/11. The top three reasons are: peace of mind, protection against the unexpected and concern over losing the financial investment in a trip. Some 70 percent of cruisers buy travel insurance.

While a majority of those who don’t buy travel insurance are familiar with flight and trip cancellation insurance, many people are unaware of travel health insurance, baggage coverage and medical evacuation insurance. Even among travel insurance buyers, only 50 percent were aware of medical evacuation insurance.

There’s yet another kind of insurance that's available to air travelers that the airlines aren't exactly rushing to tell you about. In fact, they actually wish you didn't know about it. It's called excess valuation.

Reasons to buy travel insurance
1. Your flight has been cancelled.
2. Your bags are lost and your medication is in it. You need to have an emergency prescription filled.
3. Your passport and wallet are stolen, and you need emergency cash and a replacement passport.
4. You're involved in an accident and adequate medical treatment is not available. You need medical evacuation.
5. You need to cancel your trip due to illness.
6. Your cruise line, airline or tour operator goes bankrupt. You need your non-refundable expenses covered and to get to your destination.
7. You have a medical emergency in a foreign country.
8. A terrorist incident occurs in the city where you’re planning to visit and you want to cancel your trip.
9. A hurricane forces you to evacuate your resort, hotel or cruise.

Here are the basics types of insurance:

Flight insurance
Many of us grew up noticing those insurance kiosks at airports. They offer to pay out big bucks if you bought the insurance, the plane crashed and you were on it. Advice: This is not necessary. In fact, if you annualized the premium, it's the most expensive kind of travel insurance you can buy, and probably the least necessary. My advice: NO.

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