A recent survey conducted by Travel Leaders Network (TLN) among its North American travel agency owners has uncovered several key trends for the coming year. The findings indicate growth in luxury travel, opportunities in independent (FIT) travel, and positive outcomes from investments in lead generation and social media marketing.
Ocean cruise segments show varying growth rates, with luxury and contemporary cruises expected to see over 10% growth in 2025, while premium cruises are slightly behind, projected to grow between 5-10%. River cruises are also anticipated to expand, with 38% of surveyed members forecasting sales growth exceeding 10% in this sector.
As a company with one of the largest networks of travel advisors in our membership, it's essential that we regularly survey them to stay informed about their experiences
For land-based travel, nearly 80% of TLN members expect to sell over 5% more FIT travel in 2025 compared to 2024. Group travel shows modest growth, with 40% of respondents predicting over 5% sales growth. All-inclusive resorts display softer sales, with 50% of those surveyed forecasting 5-10% growth, and 38% anticipating less than 5% growth.
Social media emerged as a significant driver of new sales, with 40% of respondents citing it as their most effective marketing tool. TLN has introduced Social Share Pro to assist members in automating content distribution on social platforms. Members reported that their top business priority shift from 2024 to 2025 is increased investment in marketing and lead generation.
The survey also revealed that all respondents plan to incorporate Artificial Intelligence in some capacity next year, primarily focusing on marketing communications, customer service responses, and profile creation on Agent Profiler.
"As a company with one of the largest networks of travel advisors in our membership, it's essential that we regularly survey them to stay informed about their experiences,” said Roger E. Block, President of Travel Leaders Network. “The results of these surveys provide valuable insights into what advisors are focused on, what they're selling and their outlook for the near future."
"It's interesting to note that the areas where our members wish to invest their resources align with the tools we've introduced and refined, such as Social Share Pro, Agent Profiler for lead generation, and TobyAI,” he added.
“Travel Leaders Network is clearly on the right track in providing members with the support they need. As the survey reveals, while there are some challenges, travel advisors overall are optimistic about the opportunities ahead in 2025 and anticipate another successful year."
This article was generated by AI and based on a press release distributed by Travel Leaders Network. It was reviewed by a TravelAge West editor.
