Member-owned travel agency co-operative Signature Travel Network just announced its latest trends in the land, hotel and cruise spaces, in addition to providing new insights about its own network growth.
So far this year, three new members have joined the organization, which represents more than $11 billion in annual travel sales as a whole.
Our Analysis: Keeping Up With Travel Trends Is Good for Business
Staying on top of booking data and travel trends helps travel advisors keep their fingers on the pulse of the industry (which, in turn, brands them as experts to their clients).
Booking windows are lengthening, with fewer last-minute trips this year compared to 2023. Perennial favorite destinations are continuing to remain top of mind for clients staying in hotels (including New York, Las Vegas, Los Angeles and Chicago in the U.S.; and London, Paris and Mexico City, which are leading the way for international destinations).
Additionally, advisors would do well to remain agile and pay attention to — and embrace — newer trends, such as expedition cruising (sales are set to increase 65% for 2025) and “slow travel,” where clients stay longer in a single location.
Fast Facts: More Travel Trend Data From Signature
- Shorter booking windows include 28 days (for the U.S.), 37 days (for the Caribbean/Mexico) and 51 days (for Europe).
- Shoulder-season travel is increasing in popularity, according to Signature, which will lead to a flattening of the traditional July/August summer-season peaks.
- Japan and Iceland are selling out quickly; more broadly, South America, Asia, Africa and the South Pacific are piquing the interest of consumers.
- Trending hotel hot spots are New York, Las Vegas, Los Angeles, Chicago, Oahu, Boston and San Diego in the U.S. Internationally, hotel-goers are opting for stays in London, Paris, Mexico City, Barcelona, Tokyo, Rome and Los Cabos, Mexico.
- The entire cruise industry is growing, with Signature’s advisors seeing a 25%-plus increase in sales from 2023 to 2024.
- More specifically, Signature data shows that river cruises are up 28%, “contemporary cruises” are up 33%, expedition cruising is up 23% and luxury cruising is up 26%.
- New Signature members include The Cruise Experts Agency, Sojourney Travel and Classic Travel Connection.
What They Are Saying: Signature Aims to Keep the Industry Informed
"Keeping not only our network but the entire travel community connected and informed of early trendlines and insights is crucial for the growth and success of the tourism industry and the benefit of travelers worldwide," said Alex Sharpe, CEO and president of Signature. "Signature Travel Network is proud to be at the forefront of the travel industry, driving innovation and setting the standard for excellence in the field."
