Travel Leaders Network (TLN) has released the results of a comprehensive survey of its North American travel agency members, highlighting significant trends and growth opportunities for travel advisors.

The survey reveals an increase in luxury travel demand, a promising future for independent (FIT) travel, and a strong return on investments in lead generation and social media marketing.

Luxury travel & cruises on the rise

According to the survey, luxury and contemporary ocean cruises are the fastest-growing segments, with advisors expecting over 10% growth in these categories in 2025. In contrast, the premium cruise segment is projected to grow by only 5-10%. Additionally, river cruises are gaining popularity, with 38% of respondents anticipating sales growth of over 10%.

On the land side, FIT travel is set to be a significant focus for TLN members, with nearly 80% expecting to increase FIT sales by more than 5% in the coming year. However, growth in group travel appears more moderate, with only 40% forecasting over 5% growth. Sales for all-inclusive resorts are softening, with half of the respondents predicting just 5-10% growth, and 38% expecting less than 5%.

Marketing investments and ai adoption

TLN members are increasingly recognizing the importance of marketing, particularly through social media. The survey revealed that 40% of respondents consider social media their most effective tool for driving new sales. To support this, Travel Leaders Network has introduced Social Share Pro, a tool designed to automate content sharing on social platforms.

Furthermore, travel advisors are planning to invest more in marketing and lead generation efforts in 2025, utilizing TLN’s engagement programs and Agent Profiler. The survey also highlights the growing interest in Artificial Intelligence (AI), with all respondents indicating plans to incorporate AI into their operations, particularly in marketing communications, customer service, and profile optimization on Agent Profiler.

Looking ahead to 2025

Roger E. Block, President of Travel Leaders Network, emphasized the importance of these findings: “Our survey provides valuable insights into the current focus areas for travel advisors and their expectations for the future. It’s clear that the tools and programs we’ve developed, such as Social Share Pro, Agent Profiler, and TobyAI, align with the needs of our members. Despite some challenges, travel advisors are optimistic about the opportunities ahead in 2025 and anticipate another successful year.”

For travel agencies looking to capitalize on these trends and explore the award-winning programs offered by Travel Leaders Network, including leisure and luxury travel, business travel, and specialized travel experiences, visit TravelLeadersNetwork.com.

Source: Travelweek