2025 planners in travel – those travel advisors who do this for a living, have beenbuoyed so far by a strong return to travel in 2024. To that end, American Marketing Group’s affiliated agencies are expecting a profitable year ahead, according to a survey taken of the group’s frontline agents.
Seventy-nine percent of respondents to this recent survey foresee their sales increasing in 2025. Of those, 31 percent envision significant growth, and 48 percent believe sales will grow somewhat. Only five percent predict sales will decline somewhat, with no one anticipating a significant drop.
“Travel has come roaring back,” said Kathryn Mazza-Burney, AMG Chief Sales Officer. “After so much built-up demand, travelers today are venturing far and wide and spending more on higher-end travel experiences. Premium and luxury are leading the way again for 2025 planners.”
Advance Advisors: 2025 Planners
One advance advisors are anticipating positively is generative artificial intelligence. About half – 51 percent – view it positively, saying it’s a great tool or has potential. Eighteen percent view it neutrally and another 17 percent aren’t sure about its impact. Just 13 percent view it negatively.
2025 planners of travel named AI-assistance in travel planning as one of the top five trends emerging this year. Two-thirds of those surveyed – 68 percent – have used AI already or want to try it. Almost one-quarter of respondents – 24 percent – say they are not using it and do not plan to try it.
“We’re excited about the power AI holds to help 2025 planners and with their planning and marketing tasks,” said Mazza-Burney. “We’re implementing it in our proprietary technology tools to free up an advisor’s time so they can focus on what they do best – providing excellent client service.”
While 2025 planners of travel are confident about sales growth, they are also realistic about the challenges they will continue to face moving forward. The top concern survey respondents envision are issues related to air travel, such as fare costs. They also foresee problems related to rising prices and geopolitical issues. As well, respondents predict competition from suppliers encouraging direct bookings from consumers. Many advisors, coming off an incredibly busy year, also anticipate dealing with burnout.
The 2025 planner survey results are as follows:
2025 Sales
48% predict sales will increase somewhat
31% predict sales will increase significantly
16% predict sales will stay the same
5% predict sales will decrease somewhat
Biggest Challenges
25% cited air issues (fare costs, NDC)
16% cited inflation/rising prices
16% cited geopolitical issues
12% cited direct booking competition
10% cited burnout
Attitude Towards AI
35% say it has potential for advisors
18% say it’s neither good nor bad
17% say they don’t know
16% say it’s a great tool for advisors
7% say it’s not good for advisors
6% say it’s a threat to advisors
AI Usage
36% want to learn how to use it
24% don’t and won’t use it
14% use it occasionally
10% have tried it
8% use it frequently
2025 Planner Terrain: What to Expect in the Travel Industry
The 2024 planners landscape in travel is a windy and undulating path so far. What do we know? We have a pretty good idea of travel prices (they’ll be mixed, but generally affordable). We also know that some major new travel requirements have been delayed, but not for long. We know travel can be risky and that there are some places you should absolutely avoid in 2024.
Here is the long view, according to Chris Elliott, advocate and commentator for the travel industry.
What We Know about Travel in 2025
Forecasts that are based on hard data like advance bookings or future contracts are fairly reliable. So here’s what 2024 planners know about travel prices for the year at hand.
Domestic airfares will fall
Airfares will slide 16 percent this year compared to 2023 for U.S. flights, according to Kayak. The average round-trip ticket will cost $461. Internationally, fares will rise 10 percent from last year.
Car rental rates will climb
American Express projects car rental prices will increase by 5 percent this year in the U.S. and Canada. But some destinations, such as Mexico and Chile, won’t see any change in prices.
Fuel prices will drop
Gas prices will slide almost 5 percent, to an average of $3.36 in 2024, according to projections from the U.S. Energy Information Administration. That should make spring break and summer driving trips more affordable.
Hotel rates will rise
Lodging rates will increase almost 7 percent on average in 2024, according to research by BCD Travel. But it will vary by city and time of year.
Overall, 2024 planners will find travel to be affordable, barring any big surprises. But it depends on where one travels and when.
For those traveling to Europe, a gallon of gas may cost $8. Accommodations in Paris this summer may not even be in a ballpark. Average hotel rates during the Olympic Games are up from $187 a night to $764, according to the Paris Tourist Office.
2025 Planners and New Travel Requirements
It looked like 2025 would be a big year for new travel requirements. But some of those have been postponed.
No Europe travel authorization for U.S. travelers
Europe’s ETIAS travel authorization, a new entry requirement for visa-exempt people traveling Europe, was supposed to launch this year. Authorities have delayed it until 2026. Some observers say it won’t be in place until mid-2026.
But mind Europe’s new Entry/Exit System (EES)
The new system, which collects biometric information on travelers, could slow down your next airport transit. Travelers want to give themselves a little extra time when leaving from a European airport so as to not miss a flight.
Flying domestically with the old ID
The TSA’s requirement that one’s driver’s license or other state photo ID meet the new REAL ID standards has been extended to mid-2026. But this may be the year to get one of the new IDs.
Still, some countries are implementing new travel requirements in 2025. For example, travelers will need a visa to enter Brazil after January 10. There’s an option for an e-visa for qualified applicants. Don’t wait until the last minute to make arrangements.
2025 Planners Looking at Safety in Travel
2025 planners looking at the vagaries of domestic travel will want to steer clear of the political conventions this summer in Milwaukee and Chicago. Paris in summer is also a no-go (wait until fall for prices to come back down). Plus, there are the big holidays around the world, like Diwali, Eid and Christmas, which reliably translate into huge crowds and high rates.
And as for safety — sure, visiting the closest national park in 2025 will be a pretty safe bet. But the Russian invasion of Ukraine and the Hamas-Israel conflict show no sign of ending any time soon, and it wouldn’t be surprising to see another major conflict or two next year.
All the more reason to study those State Department advisories before booking — and to consider buying a comprehensive travel insurance policy from a reputable company.
2025 Planners and Travel Predictions to Watch
Now comes the fun part, which is making informed predictions about next year.
A.I. Will Change the Way People Travel
Most of the travel industry has been focused on AI as a travel planning tool and for years, travel companies have been using AI to squeeze the most money they can get using programs that predict demand and set prices. The latest AI promises to turn tables on that equation. In 2025, travelers could use AI to help them find the lowest rates and the best times to book — and it could save them billions of dollars collectively.
The Year of the Airline Merger
The merger between Alaska Airlines and Hawaiian Airlines, announced late last year, took almost everyone by surprise. I don’t think we’re done. There’s still the pending merger between JetBlue Airways and Spirit Airlines, which will be decided by a court in early 2024. And something tells me there will be more airline mergers in 2025, if not in the United States then abroad. Buying a competitor, laying off employees and raising prices is just too tempting for the average airline CEO to resist. Passengers have two choices. Either complain to government regulators and ask them to stop these anticompetitive mergers, or accept the higher fares and reduced service.
Travel Fees on the Rise
Alaska Airlines has already raised its checked baggage fees from $30 to $35, effective January 2. A second bag will cost $45, a $5 increase. Other domestic airlines are certain to follow. And it’s not just airlines. Hotels will quietly increase their mandatory “resort” fees this year unless the government adopts a new rule limiting these junk fees, which it is considering. Fees like these are found money for the hotel. The actual cost of providing the service is often close to zero. So it’s all just a clever way of raising prices.
Despite the affordable prices, travelers will find more fees, new rules — and danger. Now more than ever, they will have to deploy the latest technology to stay safe and avoid rip-offs.
And with that, have Happy New Year. 2024 planners and travelers should also remember to have fun whatever the plan, wherever the destination.
Christopher Elliott is an author, consumer advocate, and journalist. He founded Elliott Advocacy, a nonprofit organization that helps solve consumer problems.
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