Travel advisors are holding strong even amid inflation and economic uncertainty, with advisors reporting that their sales are growing faster than the overall travel marketand outperforming broader booking channels. A Phocuswright study shows that price sensitivity among U.S. travelers is high, but clients who use travel advisors tend to skew older and more affluent, seeking expertise, convenience and value rather than just the lowest price. Younger travelers still rely more on online booking tools, but advisors are adapting by emphasizing personalized service and tailored packages to appeal to budget-conscious consumers and maintain relevance. Despite economic headwinds, the advisor channel remains resilient and a meaningful part of how many travelers plan and book trips in 2026.
In academic partnership with Virscend University, a WASC-accredited institution in Irvine, California.