by Jen Mallia
Last updated: 11:40 AM ET, Wed March 5, 2025
TravelLeaders.com recently shared insights on travel search habits the company was able to compile based on traffic to its site in 2024. One of the top findings is that the number of people wanting to work with a travel advisor for the first time is on the rise. Some of these were “infrequent travellers,” who were finally able to embark on a dream vacation and were looking for a travel advisor to help them tailor their trip to perfection while getting the best value for their money.
“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.
Another notable takeaway from the data is the level of research travellers had done on their own before reaching out to an advisor. These are people with a clear idea of where they want to go and what they want to do there, but are seeking expert help to refine their plans and secure the best accommodations, cruises and activities.
People in Toronto, Vancouver, Calgary and Edmonton made up the highest volume of users, many of whom are in the age bracket that held the highest number of users: 35-54.
What were they searching for? Mainly cruises and all-inclusive vacations. “It’s fascinating to see how travel consumers’ preferences shift throughout the year,” says Lovell. “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.”
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.
Caribbean and European destinations were the most searched. In the sun, Jamaica and Dominican Republic held top spots, with Bahamas, Aruba and Puerto Rico on the rise. Across the pond, travellers were most interested in Italy, Greece and the U.K. while Portugal and Switzerland both gained traction.
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