Insurance companies pay attention to their current and potential customers. The variety of offered services such as travel insurance causes the confusion of the customer and uncertainty of what he wants and what is expected. The task of the insurance company is to make customer aware of the need to purchase an insurance contract, preparation and presentation of the offer, and then sell the offered service. But to succeed in this field, needed is knowledge of individual customers and their preferences and motives of action. In the article are presented and discussed results of a survey conducted during the period October - December 2015 about preferences and reasons of choosing travel insurance services by individual customers.