Sometimes it pays to take the more complicated path.
What Does FIT Stand for in Travel?
Selling FIT — an acronym that stands for “foreign independent travel” or “flexible independent travel” — can be challenging, due to its highly customizable nature. But the rewards can also be great, according to multiple travel advisors.
“Through its focus on flexibility, independence and personalization, FIT travel has revolutionized how people discover new places and interact with each other,” said Kaley McClain, co-owner and travel advisor at My Trip Coach, a TravelSavers affiliate. “The world is hungry for travel wizards who can conquer the hurdles of planning these types of adventures.”
A recent survey by Travel Leaders Network confirms the strength of the FIT segment. According to its North American travel agency owner respondents, most (nearly 80%) expect to sell 5% more in the FIT segment in 2025. That’s stronger than predictions for group travel, for which only 40% of respondents expect more than 5% growth.
What’s Behind the Segment’s Strength
Pandemic-era travel, an increase in pre- and post-cruise stays and the rise of bleisure travel are just a few of the reasons why FIT bookings are strong, according to Lindsay Pearlman, senior vice president at Travel Leaders Network.
“FIT has always been there, but where you really saw it come to light was just as we started to come out of the pandemic, when people started to travel, but they traveled locally,” Pearlman said. “That got people open to [FIT] more. Then, when we came out of the post-pandemic era, we had revenge travel and bucket-list travel. And now we’re seeing this surge into long-haul travel to bucket-list places.
A greater demand for personalization and slow and environmentally friendly travel has also driven demand, according to Jason Block, CEO of WorldVia Travel Group.
FIT has become increasingly popular due to a shift toward personalized, sustainable and meaningful travel experiences.
“FIT has become increasingly popular due to a shift toward personalized, sustainable and meaningful travel experiences,” he said. “Travelers now seek more control over their itineraries and the ability to tailor their trips to their interests and preferences, while also considering the environmental and social impact of their choices.”
Emmanuel Burgio, president and founder of Blue Parallel, a tour operator that specializes in FIT itineraries, agrees about the travel type’s growing popularity.
“In recent years, the segment evolved from a niche offering to a significant, growing part of the market, driven by changing consumer preferences and impacted by the pandemic,” he said. “There has been an increase in demand for personalized experiences and a shift away from group travel, as travelers are less inclined to participate in pre-planned itineraries that cater to the majority. Travelers are seeking unique, off-the-beaten-path excursions that they can enjoy in private, and FIT services are well-positioned to deliver on this.”
FIT’s Broad Appeal
Jolene Detillion, founder of Your Travel Designer, a Travel Experts affiliate, has found so much success with the segment that she says FIT now makes up 99.9% of her agency’s clients.
We also have many millennial families that could easily plan travel for themselves, but like having us design their trips as they are busy working, raising kids and running around — and this is one task we can take off their plates.
“They might be empty nesters or heads of multigenerational families,” she said. “We also have many millennial families that could easily plan travel for themselves, but like having us design their trips as they are busy working, raising kids and running around — and this is one task we can take off their plates."
Multigenerational travelers are among the best FIT clients for advisor Margot Kong, founder of Journeys Unparalleled, a Travel Experts affiliate.
Multigenerational groups benefit from the structure of an FIT trip.
Credit: 2024 Allistairpeopleimages.com/stock.adobe.com“I’m seeing more multigenerational travel than ever before by booking FITs,” she said, adding that older travelers are also showing great interest. “We have an aging population, meaning the segment of people with ample leisure time and greater disposable income is growing.”
When It’s Worth It
Choosing when an FIT booking is worth the time is important, according to Block of WorldVia.
Premium and luxury empty nesters are a good fit for FIT travel due to the amount of work involved.
Credit: 2024 Monkeybusiness/stock.adobe.com“While all FIT trips require careful planning, some are more suitable for advisors than others,” he said. “Generally speaking, value-oriented itineraries don’t always provide an advisor with a good return on their time investment, while premium and luxury itineraries can be financially rewarding.”
However, Melinda Fortunato, president of Best Travel, a Nexion Travel Group member, says the benefits of selling FIT travel outweigh the hassles.
I sell FIT trips because it’s so rewarding when your client returns, and you hear from them that it was perfect.
“I sell FIT trips because it’s so rewarding when your client returns, and you hear from them that it was perfect,” she explained. “The high they feel from their experience is worth the extra work. The potential to make a lot of money is another reason that it’s great, because I charge higher fees, and I can usually choose my markup with my travel partners.”
Specializing in a particular destination or type of travel can help make FIT itinerary planning easier, according to Pearlman.
“I’ve said for years … pick a lane,” he advised. “Become an expert in the area that you really love. If you want to do really well in the FIT world, it takes work and education, and the best way to do that is to narrow your focus on that area and be the best you can be in it.”
Christy Shadday, co-owner and advisor at FTM Travel, a Travel Leaders Network member, is a good example of that kind of focus.
“I specialize in customized FITs for Greece,” she said. “Thanks to my in-depth training and experience on a Classic Vacations fam, I can speak about Greece with confidence and passion. Believing in myself, using my in-destination training experience and having a great relationship with my suppliers make all the difference.”
Indeed, advisors can turn to a variety of resources for FIT planning, including WorldVia Travel Group’s AI Content Creator and Itinerary Generator, destination management companies and tech tools that can help advisors streamline their content.
“Platforms such as Axus, Travefy, Travel Joy and Tern allow us to create libraries for itinerary building [and] saving images, descriptions and details,” Detillion said. “This enables us to customize itineraries without having to re-create the wheel each time.”
The rise of FIT travel reflects a shift in consumer preferences, but also challenges advisors to leverage technology and expertise strategically, enabling them to deliver tailor-made experiences that satisfy the diverse needs of modern travelers without exhausting their own resources.
