Luxury and independent travel (FITs) and social media marketing are foremost in the minds of travel advisors as they look ahead to next year, according to a survey of the North American members of Travel Leaders Network (TLN). The poll also highlights the increasing interest and adoption of artificial intelligence.

“The results of these surveys provide valuable insights into what advisors are focused on, what they’re selling and their outlook for the near future,” said TLN president Roger E. Block. “As a company with one of the largest networks of travel advisors in our membership, it’s essential that we regularly survey them to stay informed about their experiences.”

Among the survey findings:

• More advisors found that the fastest-growing ocean cruise segments are luxury and contemporary, with premium lagging behind. Most members reported that they expected over 10% growth in 2025 for luxury and contemporary, compared to between 5-10% for premium. River cruises are expected to grow as well, with 38% surveyed looking forward to sales growth over 10% in this sector.
• On the land side, using 2024 as a baseline, TLN members plan to sell more FIT travel in the new year. Nearly 80% of respondents expect to sell over 5% more in the FIT segment. Group travel shows mild growth with just 40% of respondents forecasting over 5% in sales growth.
• All-inclusive resorts, where 50% surveyed are forecasting between 5-10% growth and 38% are seeing less than 5% growth, is an area of travel with softening sales.
• On the marketing side, TLN’s advisors see the value of social media with 40% of respondents listing it as their number one most effective way of driving new sales.
• Travel advisors seem to be embracing the potential of Artificial Intelligence, with all respondents indicating plans to incorporate AI in some way next year. The primary applications they intend to focus on include marketing communications, customer service responses, and crafting their profiles on Agent Profiler.
• And members reported that their number one change in business priority from 2024 to 2025 is to invest more in marketing and lead generation, including in Travel Leaders Network’s engagement programs and Agent Profiler.

“As the survey reveals, while there are some challenges, travel advisors overall are optimistic about the opportunities ahead in 2025 and anticipate another successful year,” Block said.

Travel Leaders Network has 5,700 travel agency locations across Canada and the US.