TORONTO — Data from Travel Leaders Network’s consumer website, TravelLeaders.com, reveals a surge in interest among travellers seeking the expertise of a travel advisor for the first time.
The findings offer valuable insights into evolving travel trends and consumer preferences throughout 2024, during which Travel Leaders Network generated nearly 300,000 leads for its member agencies through.
Changing Travel Trends and Destination Preferences
The highest volume of website users came from major Canadian cities, including Toronto, Vancouver, Calgary and Edmonton. Travellers aged 35 to 54 represented the largest demographic engaging with the site.
Throughout 2024, consumer searches were heavily focused on cruises and all-inclusive vacations. In the first quarter, demand was strong for romance and family group travel. By the second quarter, interest shifted towards trips for family and friends. The third quarter saw a rise in honeymoon bookings and all-inclusive resort vacations, while the fourth quarter highlighted milestone celebrations such as birthdays, anniversaries, and group villa rentals.
Destination-wise, the Caribbean and Europe remained top choices, with varying regional preferences. Jamaica was the most searched Caribbean destination in the second, third, and fourth quarters, while the Dominican Republic was a favourite from July to September. The Bahamas, Aruba, and Puerto Rico gained traction in late 2024. In Europe, Italy, Greece, and the UK saw steady interest, while Portugal and Ireland gained popularity in the fourth quarter. Switzerland also experienced a notable increase in inquiries toward the end of the year.
Travellers Are More Prepared Than Ever
One key takeaway from the data is that travellers are entering the planning process well-informed. Many users had already conducted substantial research before reaching out to a travel advisor, often with a clear trip concept or destination in mind. However, they still sought the expertise of Travel Leaders Network advisors to refine their plans and secure the best accommodations, cruises, and activities.
Another emerging trend was an influx of “infrequent travellers” looking to book bucket-list vacations. These travellers turned to advisors for guidance in securing high-value and tailored experiences to make their dream trips a reality.
“From the over 300,000 leads that came through TravelLeaders.com in 2024, it is safe to say that travel advisors are more valued than ever,” said John Lovell, CTC, President of Travel Leaders Network. “It’s fascinating to see how travel consumers’ preferences shift throughout the year. Even more encouraging is the fact that travel’s popularity is showing no signs of slowing down. This trend has continued into the first month of 2025, with our travel advisors continuing to attract new clients and close more sales than ever before. Savvy consumers know that working with a Travel Leaders Network travel advisor is the best way to ensure a flawless trip.”
For more information or to find a travel advisor, visit TravelLeaders.com.
