by Lacey Pfalz
Last updated: 3:25 PM ET, Thu December 14, 2023
Americans are increasingly turning to travel advisors for assistance with their increased leisure trips, according to the 2023 Internova Index: American Traveler Insights, which surveyed over 3,000 U.S. travelers across all generations and wealth groups.
The report expects a 10 percent increase in the number of leisure trips booked through a travel advisor in 2024.
In 2023, travelers booked 70 percent of their long-haul trips through a travel advisor. By comparison, only 20 percent of all domestic trips taken in 2023 utilized a travel advisor. Travel advisors remain important resources for travelers visiting far-away destinations.
Long-haul travel might be different than what they are used to, or they might feel anxiety about the travel planning process — or they could just desire the excellent service that ensures an incredible, bucket-list trip that will create lasting memories.
Whatever it is, travel advisors are enjoying the attention, as Americans have been traveling internationally 10 percent more in 2023 than 2022.
James Ferguson, CTC, Luxury Travel Advisor/Cruise Specialist with Travel Edge Network, said "as travel becomes more multi-layered, professional travel advisors are more equipped with the tools to meet the challenges clients may face." It's been a large part of his growth in demand this year.
Predictions for the Popularity of Advisors in 2024
In 2024, the survey suggests that travelers of all wealth groups will be turning to travel advisors for assistance, with a 10 percent overall growth in trips planned by advisors.
Those in the high and elite wealth groups will see the highest growth from 2019 to 2024. In fact, those in high income brackets will see a 32 percent increase in using advisors, while those in the elite tier will use a travel advisor 29 percent more from 2019.
Despite the emergence of travel technology that some wonder could replace travel advisors completely, advisors are here to stay, in large part due to their excellent service and their support during unforeseen events.
Travelers across generations have different perspectives on why they use a travel advisor: for example, 36 percent of travelers under the age of 35 say that using a travel advisor saves time, which is an important benefit for them, while travelers over 55 increasingly prefer talking to a human over other age groups.
“Travel advisors across all of our brands proved their value during the pandemic when their clients had a real human being to call for assistance as business and leisure trips were disrupted,” said J.D. O’Hara, CEO of Internova Travel Group, one of the world’s largest travel services companies. “I am delighted with the outcomes of this survey, which show that a growing number of consumers understand the vital service we provide, and they consider us an essential partner in their travel planning.”
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