Travel advisors are entering 2026 confident of growing sales and their professional value – even amid some challenging headwinds on the horizon, according to a new survey of advisors affiliated with TRAVELSAVERS Canada. In fact, the survey reports that seven in 10 agencies (71%) expect revenue growth in the year ahead.
This optimism is fueled by sustained demand for travel, which consumers increasingly view as a vital part of their lives rather than a discretionary luxury. Travellers are turning to advisors for their expertise, especially for creating and booking personalized itineraries and luxury journeys.
Advisors assert value through fees
Reflecting growing confidence in their worth, the survey found that 70% of advisors now charge professional fees:
• 28% charge for transactions
• 16% charge for time
• 11% collect multiple fee types
• 9% charge for specialized services such as FIT design or air ticketing
• 6% apply plan-to-go fees rolled into bookings
An additional 18% are considering introducing fees in the future. This trend reflects both industry shifts, such as reduced airline commissions and pandemic-era losses, as well as the rising demand for tailored, time-intensive itineraries. Advisors are also using fees to reinforce their professionalism and the value they deliver to clients.
AI adoption accelerates among advisors
Generative AI is rapidly becoming a trusted time-saving tool for advisors with usage more than doubling in the past year from 20% to 50% and more advisors report that they’re familiar with AI, even if they haven’t tried it:
• 25% now use it frequently, up from 11%
• 25% use it occasionally, rising from 9%
• 25% say they are still not knowledgeable enough about it, down from 33%
• 44% now see it as a great tool, up from 27%
• 15% say they’re still not familiar enough with AI, down from 32%
“In just one year, we’ve seen a dramatic shift in advisors embracing AI as a powerful ally rather than a threat,” says Tim Paul, TRAVELSAVERS VP of Marketing. “AI can be an incredible partner, helping busy advisors work smarter and faster. Those using our AI Connect program say they can’t imagine life without it.”
Anticipated challenges ahead for 2026
Despite their optimism, advisors remain mindful of potential obstacles for next year. The top concern is the persistently high cost of travel, cited by 43% of respondents. Competition is also on their radar:
• 29% worry about suppliers marketing directly to consumers
• 24% point to online travel agencies
• 16% cite competition from AI
SURVEY RESULTS
2026 sales
• 48% predict sales will increase somewhat
• 23% predict sales will increase significantly
• 23% predict sales will stay the same
• 5% predict sales will decrease somewhat
• 1% predict sales will decrease significantly
Charging fees
• 28% charge a service fee for transactions
• 16% charge a consultation fee for their time
• 11% charge for two or more fee types
• 9% charge a fee for specific services such as air ticketing or FIT design
• 6% charge a plan-to-go fee rolled into the cost of the trip
• 18% don’t charge fees but are considering them
• 9% don’t charge fees and aren’t considering them
AI usage
• 25% use it frequently
• 25% use it occasionally
• 13% have tried it
• 9% plan to try it
• 3% don’t and won’t use it
• 25% aren’t familiar enough with it
AI attitude
• 44% say it’s a great tool for advisors
• 23% say it has potential for advisors
• 10% say it’s neither good nor bad
• 3% say it’s not good for advisors
• 1% say it’s a threat to advisors
• 15% aren’t familiar enough with it
Greatest challenges facing advisors
• 43% – high cost of travel
• 29% – competition from suppliers going direct to clients
• 24% – competition from online travel agencies
• 19% – adopting new technology
• 17% – competition from AI
“Looking ahead to 2026, the outlook is incredibly positive,” says Jane Clementino, Sr. VP and GM of TRAVELSAVERS Canada. “Travellers are prioritizing experiences more than ever, seeking personalized and meaningful journeys. Advisors are perfectly positioned to meet this demand, providing the guidance and expertise that turn ordinary trips into truly unforgettable adventures.”
Advisors from TRAVELSAVERS Canada agency affiliates participated in the survey between Oct. 16 and Nov. 4, 2025.
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