The advisor advantage
Why travel advisors continue to matter as booking behavior evolves
Travel advisors continue to play a meaningful role in the travel industry by serving clients who value expertise, reassurance, and personalized service over pure price comparison. While younger travelers increasingly rely on self-service digital channels, advisors remain especially relevant for older, higher-income travelers and for complex or high-value trips. New Phocuswright research argues that this positioning has allowed the advisor channel to outperform broader market growth despite economic pressure and changing consumer habits. At the same time, advisors face a clear need to modernize their outreach to remain relevant for future generations.
Key takeaways
- Advisor clients skew older and wealthier: The core customer base for travel advisors is predominantly over 40, with a strong concentration of higher-income travelers who prioritize quality and trust.
- Service and expertise outweigh price: Most clients do not choose advisors for the lowest price but for guidance, problem-solving, and a personalized booking experience.
- Younger traveler engagement is a strategic gap: Advisors recognize the importance of attracting millennials and Gen Z travelers to ensure long-term sustainability.
- Sales growth outpaces the broader market: Travel agency sales are growing faster than overall travel demand, supported by luxury, experiential, and complex itineraries.
- Economic pressure shapes client behavior: Inflation and cost sensitivity influence booking decisions, requiring advisors to balance value and service more carefully.
- Resilience of the advisor channel: Despite structural shifts toward online booking, the advisor model remains resilient due to its focus on human expertise and relationship-driven value.
Source: Phocuswright
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