In 2024, Travel Leaders Network saw a notable increase in website traffic to its consumer-facing site, TravelLeaders.com. Analyzing search patterns and user behavior revealed a growing interest in using travel advisors for the first time, offering valuable insights into evolving consumer travel trends and preferences throughout the year.
TravelLeaders.com empowers travelers to find their ideal travel advisor by searching based on key attributes such as specialty, location and more. Once an advisor is matched and selected, users can connect through the site to consult and book their trips. In 2024, Travel Leaders Network gave their member agencies nearly 300,000 leads.
From those leads, patterns emerged that show what today’s traveler is looking for. Major cities such as New York City, Chicago, Atlanta, Dallas and Miami saw the highest volume of users, with travelers aged 35 to 54 making up the largest demographic.
Throughout the year, travelers visiting TravelLeaders.com actively searched for cruises and all-inclusive travel experiences. Early in the year (Q1 2024), there was a strong demand for Disney trips, 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), travelers 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 U.K. 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 travelers often had a clear idea of the type of trip and sometimes a specific destination in mind, they sought the expertise of Travel Leaders Network travel advisors to refine their plans and secure the best accommodations, cruises and activities.
The platform experienced an influx of “infrequent travelers,” many looking to book bucket-list vacations. These users turned to Travel Leaders Network travel advisors to ensure they received the best value and tailored experiences for their dream trips.
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