More than half of U.S.-based travel advisors (55 percent) reported increased sales in 2023 when compared to 2022. Of those that had better numbers, nearly three-quarters saw an increase of at least 16 percent and about two-fifths said their sales were up 31 percent or more. These findings come from the latest “Travel Trends & Advisor Insight Report” by Travel Agent. The Q4 survey was fielded January 8-24 on Survey Sparrow on behalf of Travel Agent.

From this survey, we also learned that the war in Gaza has not impacted many advisors’ businesses, nor has the switch to New Distribution Capability (NDC). Driving business, however, is client interest in all-inclusive resorts, cruising and active and adventure tours.

While many travel advisors reported that their clients are cost-conscious, 78 percent of respondents said their clients are also willing to spend up on hotel accommodations, including higher-end hotels and suite upgrades. These clients, according to 72 percent of advisors, are most interested in all-inclusive resorts. The good news: Major hotel companies like Accor, Hilton Hotels & Resorts, Hyatt, InterContinental Hotels Group, Marriott International and Wyndham Hotels & Resorts are all seemingly doubling down on this hotel segment, meaning there are constantly increasing options to choose from.

Cruising is also gaining interest among clients who have never taken one before. Nearly two-thirds of advisors (64 percent) said they have received inquiries regarding cruises from clients who never before booked one. These clients are most often asking about family cruises (55 percent), adults-only cruises (47 percent), premium cruise lines (45 percent), contemporary cruise lines (44 percent) and river cruises (42 percent).

On the ground, adventure and active tours is the category that travel advisors most often said clients are willing to spend up on (57 percent). Other popular interests among clients include culinary tours and dining experiences as well as wellness treatments.  

While 66 percent of travel advisors said they were more optimistic about the travel industry in Q4 than the previous quarter, there are still some things that keep them up at night. These include government regulations, the rapid evolution of technology, supplier response time/receiving timely commissions, finding good prices and deals, and canceled flights/air travel.

To download the full report, visit

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