Travel agents and those who advise in travel could be experiencing a golden renaissance, with travel agents playing a pivotal role in shaping the way consumers and businesses navigate a rapidly changing landscape. At a recent trade media event in New York City, John Lovell, president of Travel Leaders Network (TLN), declared, “The Golden Age of travel advisors is alive and well.” His assertion was backed by TLN’s robust 2024 performance, which saw a 17% year-over-year increase in total sales, driven by surging demand for cruises, luxury travel, and personalized itineraries.
The numbers tell a compelling story. TLN reported a 9.7% increase in land sales and a staggering 25.1% jump in cruise sales compared to 2023. River and luxury cruises are leading the charge in 2025, with year-to-date increases of 33% and 26%, respectively. Premium and contemporary cruise segments are also performing well, with growth rates of 16% and 12%. On the land side, FIT (fully independent travel) and touring sales are up 23% compared to the same period last year.
“Last year was the best year on record for us, and we’re continuing to build on that momentum,” Lovell said. He highlighted the cruise sector as a standout, noting that TLN’s 25.1% growth outpaced the 15.6% revenue increase reported by the four major publicly traded cruise lines. “This tells me two things: one, we’re outperforming the industry, and two, consumers are increasingly turning to travel advisors for their expertise and personalized service.”
The resurgence of the travel agent trade reflects a broader shift in consumer behavior. After years of relying on online booking platforms, travelers are rediscovering the value of human expertise, particularly for complex itineraries and high-stakes trips. “Consumers are coming back in droves to the distribution channel,” Lovell said. “They want affirmation, confirmation, and validation from a trusted.”
Business Travel Agents: New Era of Scrutiny and Opportunity
While leisure travel is booming, business travel is undergoing its own transformation. A new whitepaper commissioned by Travel Leaders Corporate and produced by consultancy Festive Road reveals that corporate travel is steadily returning to pre-pandemic levels, but with significant changes.
According to the Global Business Travel Association, 83% of companies now allow domestic travel, and 62% permit international trips. However, businesses are proceeding cautiously, balancing the need for face-to-face meetings with considerations around sustainability, cost, and employee well-being.
“Travel programs need to be agile and responsive to these changes,” the Festive Road report states. “But they also offer a unique opportunity to raise the perception of the value of travel.”
Corporate travel managers are facing new challenges, including heightened scrutiny of trip ROI, the integration of remote work policies, and the need to align travel programs with broader corporate goals around sustainability and social responsibility. The whitepaper suggests creating an “ROI scorecard” to measure the impact of business trips, incorporating metrics such as carbon footprint, traveler feedback, and alignment with organizational objectives.
Mike Boult, president of Travel Leaders Corporate, emphasized the importance of adapting to these shifts. “We’re exploring how business travel has changed during the pandemic and how corporate travel managers can navigate this new landscape,” he said. “Despite the challenges, there is a great deal of optimism about the future of business travel and the value it provides.”
The Evolving Role of Travel Agents
Travel experts are not only thriving in leisure travel but are also becoming indispensable in the corporate sector. A recent survey of TLN’s North American members revealed that luxury travel and independent itineraries are driving growth, with advisors increasingly leveraging technology to enhance their services.
Artificial intelligence (AI) is playing a growing role, with travel agents using AI tools for marketing, customer service, and lead generation. TLN’s new Social Share Pro platform, which automates social media content distribution, has been particularly well-received.
“Travel advisors are embracing AI to streamline their operations and deliver better experiences for their clients,” said Roger E. Block, president of TLN. “The areas where our members are investing—marketing, lead generation, and technology—align perfectly with the tools we’ve developed to support them.”
The survey also highlighted a shift in consumer preferences, with luxury and contemporary cruises leading the way, while all-inclusive resorts see softer demand. River cruises are expected to grow by more than 10% in 2025, reflecting a broader trend toward experiential and immersive travel.
Travel Agents: Challenges and Opportunities Ahead
Despite the optimism, the travel industry is not without its challenges. Staffing shortages, particularly in the airline and hotel sectors, continue to impact service levels. Airline punctuality in North America has dropped from 80% pre-pandemic to 68% in 2022, while hotels have scaled back amenities due to labor shortages.
For business travelers, the landscape has shifted dramatically. Trips are being booked closer to departure dates, with a greater emphasis on rental cars and digital payments. Many employees are combining business and leisure travel, while others are relearning the basics of travel after years of limited movement.
“The pandemic has fundamentally changed how we think about travel,” Boult said. “Companies are now prioritizing sustainability, employee well-being, and the strategic value of every trip. Travel managers have a unique opportunity to redefine their role and demonstrate the importance of travel to their organizations.”
As 2025 unfolds, the travel industry is poised for continued growth, driven by a combination of pent-up demand, evolving consumer preferences, and technological innovation. For travel agents, the Golden Age shows no signs of fading.
“I don’t think anybody really knows where it all stops,” Lovell said. “Since Covid, we’ve just continued to grow and grow. People want great vacation experiences, and they’re willing to pay for them. The consumer loves to travel, but they also value the expertise and reassurance that a travel advisor provides.”
For businesses and travelers alike, the message is clear: in an era of uncertainty and change, the human touch of a travel agent is more valuable than ever.
Travel Leaders Network is one of the largest travel agency networks in the U.S. and Canada, with approximately 5,700 locations. It is part of Internova Travel Group, one of the largest travel services companies in the world, representing more than 100,000 travel advisors in over 6,000 locations across 80 countries.
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