Travel advisors regain influence in hotel distribution

New research shows human expertise continues to shape high-value travel bookings despite digital channels

A new report from Phocuswright highlights the growing role of travel advisors in today’s travel distribution landscape. While online booking platforms dominate volume, advisor-mediated bookings are expanding faster than the overall travel market. Travelers increasingly seek professional guidance for complex or high-value trips, particularly in luxury travel, cruises, and long-haul itineraries. For hotels, this trend reinforces the continued strategic importance of advisor channels and partnerships with agency networks.

Key takeaways

• Advisor bookings are growing faster than the market: According to Phocuswright, travel agency gross bookings reached about $125 billion in 2024, growing faster than the overall travel market and signaling renewed momentum for advisor-mediated distribution.
• Growth expected to continue through 2026: Agency bookings are projected to reach roughly $134 billion by 2026, indicating that travel advisors will remain a significant sales channel for premium travel products and hotel stays.
• Complex travel planning drives advisor demand: Travelers increasingly rely on advisors when trips involve multiple destinations, higher budgets, or uncertain travel conditions, where expert planning and support add clear value.
• Luxury travel strongly favors advisor channels: High-end travelers frequently book through advisors to access curated experiences, preferred hotel partnerships, and personalized itineraries, making advisors an important distribution partner for luxury and boutique hotels.
• Cruise growth supports advisor relevance: Cruise travel, which is largely sold through advisor networks, continues to expand. This trend benefits hotels in pre- and post-cruise destinations that rely on agency bookings.
• Trust and service differentiate the advisor channel: Unlike automated booking platforms, advisors build long-term relationships with clients, offering reassurance and personalized recommendations that influence hotel choice.
• Advisor networks influence hotel visibility: Hotels that participate in advisor ecosystems — including preferred partner programs, consortia, and GDS channels — are more likely to appear in advisor recommendations and curated itineraries.

Source: PhocusWright

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