A Phocuswright Special Project

U.S. Travel Agency Landscape 2025

Define the market, lead the industry — become the definitive source for U.S. travel agent market intelligence.

A joint project from Phocuswright & Travel Weekly

Sponsor pivotal research to elevate your industry standing

Contact us about becoming a sponsor: sales@phocuswright.com

A shifting landscape

The travel market continues its upward trajectory as travelers prioritize spend on travel over other discretionary categories. Despite economic uncertainties, leisure travel continued its stellar recovery and travel agencies achieved unprecedented growth. Gross bookings more than doubled in 2022 and were projected to grow a further 26% in 2023 before normalizing to single digit growth.

As the market evolves, changing business models have challenged traditional travel agencies and advisors. Yet, they continue to exhibit resilience and thrive. Independent advisors dominate the landscape and today’s advisors have adopted new technologies and specializations even as they leverage strong relationships, service and expertise to serve their clientele.

In 2024, Travel Weekly and Phocuswright continued to shine a light on U.S. travel advisors and agencies while expanding the scope to include comprehensive sizing of the travel agency market. As market growth is projected to moderate in the next few years, travel advisors remain optimistic about their future.

In 2025, Travel Weekly and Phocuswright are set to continue their collaboration including undertaking comprehensive sizing and studying changing market dynamics and trends.

⬇️ Scroll to see Research Objectives, Key Questions to be Addressed and the benefits of sponsoring like getting the data.

Research Objectives

Establish a current "state of the industry" for the travel agency community by comparing the current state of booking volumes and business mix, marketing methods, affiliations, and more against previous findings from Travel Weekly's Travel Industry Survey.

Size the U.S. travel through 2028 including detailed breakouts by product segment and channel, updating findings from U.S. Online Travel Agency Market Report 2023-2027.

Use the power and intellect of the Phocuswright research and analytics team and the editorial and thought leadership positioning of Travel Weekly to bring this research to life for the entire travel industry.

Key Questions to be Addressed

What is the size of the U.S. travel agency market? What portion of the total U.S. travel market does it comprise? Will it grow or shrink?
How does the market break out by segment (air, hotel, car rental, rail, cruise, tours)?
What is the profile of agencies today? How do travel advisors identify themselves in this new world?
Does the mix of travel products sold differ from previous years in a meaningful way?
What are the implications given variations in product mix?
How has the composition of agencies changed to meet the challenges presented by shifting demand and altered priorities?
Do travel advisors perceive themselves differently as consumer behavior shifts? How are they adapting?
How important is consortium or host-agency membership?
What benefits derived from preferred suppliers are most valuable?
What are the most effective sales and marketing methods for agencies and how do they impact bookings and sales?
What do agencies see as the largest opportunities and challenges?

Click here for full sponsor benefits. Or contact us at sales@phocuswright.com

Power your strategy, product, and marketing with U.S. travel agency insights

Phocuswright will work with you to align credible intelligence with your leadership position in the U.S. travel agency segment, while giving you access to proprietary research that assists with strategy, product and marketing positioning.

A key objective of this research is to understand the current landscape of the travel agency community and the individual travel advisor.

The study, which draws from previous years’ data for comparison, will focus on advisors’ profiles, agencies’ commercial models, the products they sell, their booking methods, use of technology, influences on their product selection and recommendations, the composition of their customers and their marketing practices.

Inquire how to get full data sets from the research

Or email us at sales@phocuswright.com

A unique perspective joining two powerhouse brands, plus yours.

Learn more about Phocuswright Special Projects:

Sponsorship levels & deliverables »

Add-on options »

Project timeline »

Design Your Own Sponsorship Package

Let us create the sponsorship package that's right for your company.

Contact our team today: +1 860 350-4084
Email us: sales@phocuswright.com

WEEKLY RESEARCH INSIGHTS

We dig deep to give you the data and trends that drive the travel, tourism and hospitality industry.

Get the latest in travel industry highlights with our free weekly research articles and more. Sign up to get the latest delivered directly to your inbox.

FOR MORE INSIGHTS

See all of Phocuswright's free research insights here.

Open Access Research Subscription

Research is our priority. Our Open Access research subscription puts the world’s most comprehensive library of travel research and data visualization at your fingertips.

Clients have relied on Phocuswright's deep industry knowledge for over 25 years to power great decisions, help justify a pitch, build a strategic plan and elevate any presentation through trusted research and data. When companies and executives reference Phocuswright, they gain the trust of an industry keen on data, trends and analytics.

See the full benefits of an Open Access subscription here.