UK specialist insurer, Insure and Go Travel Insurance has announced that it is to include free missing child cover as standard on all it's policies.

Policies will be extended to cover all children up to the age of 18 who have been missing for more than 24 hours after an initial report to the police and will pay out a maximum of £110,000 to cover the cost of accommodation, translators and any media publicity required to help locate the child.

Managing Director of Insure and Go, Perry Wilson, said... "We pride ourselves on our ability to give customers peace of mind when they go away. Following the disappearance of Madeleine McCann we received calls from concerned parents asking what support they would receive from their travel insurer if their child went missing whilst on holiday. At the time this may not have been covered in some cases so we decided to add it to all of our travel insurance policies for free."

Every year in the UK, up to 400 children under the age of 14 and around 950 children aged between 14 and 17 are reported missing to the Police National Missing Persons Bureau.

Perry Wilson continued: "We have previously demonstrated our ability to react to changing conditions in the travel market. When terrorist attacks became a major worry for our customers we ensured that our cover matched their concerns. When increased security meant hand baggage had to be put in the hold we were the first company to authorise payments on these claims."

Insure and Go has grown quickly since it's launch in 2000 and is now one of the UK?s largest direct travel insurance companies.