Travel Leaders Network (TLN) says it has seen a notable increase in website traffic to its consumer-facing site, TravelLeaders.com. Notably, analysis of search patterns and user behaviour revealed a growing interest in using travel advisors for the first time, as well as offering insights into evolving consumer travel trends and preferences throughout the year.
Based on 2024 data, North America’s largest network of travel advisors says its member agencies received nearly 300,000 leads from the site. Major cities such as Toronto, Vancouver, Calgary and Edmonton saw the highest volume of users, with travellers aged 35 to 54 making up the largest demographic.
TLN says that throughout the year, visitors to the site actively searched for cruises and all-inclusive travel experiences. Early in the year (Q1 2024), there was a strong demand for romance and family group travel, followed by a rise in family and friends-focused group travel in Q2. In Q3, honeymoon trips saw a boost, as well as increased interest in all-inclusive resorts. Toward the end of the year (Q4), travellers turned to the platform for milestone events like birthdays, anniversaries and large villa rentals for group celebrations.
In terms of geography, the Caribbean and Europe were consistently popular destinations, with notable regional fluctuations. Jamaica was the most searched Caribbean destination in Q2, Q3 and Q4, while the Dominican Republic was a top choice for leads from July to September. The Bahamas, Aruba and Puerto Rico gained traction in Q4.
In Europe, Italy, Greece and the UK saw steady interest throughout the year, with Portugal and Ireland drawing attention in Q4, and Switzerland experiencing a notable uptick in inquiries during the last quarter.
Another key takeaway from TravelLeaders.com data was the high level of preparedness among users. They were well-informed, having already done significant research before reaching out. While travellers often had a clear idea of the type of trip and sometimes a specific destination in mind, they sought the expertise of travel advisors to refine their plans and secure the best accommodations, cruises and activities.
The platform experienced an influx of “infrequent travellers,” many looking to book bucket-list vacations.
“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 TLN president John Lovell. “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.”
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