TRAVELER RESEARCH

Decoding the travel advisor client

From why travelers seek out advisors to what makes them loyal, uncover what travelers really want from advisors and how to best connect with them. 

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Inside the data

We conducted custom research with Wakefield Research to explore the unique habits, preferences, support needs, and loyalty drivers of travelers who use advisors. 

5K+ respondents who used a travel advisor in the past 18 months*

10 countries*

Inside the research

Whether you're looking to attract new clients or strengthen your proposition for existing clients, deepening your knowledge of traveler wants and needs is a great place to start. This report will give you the inside track when it comes to delighting travelers worldwide.

Understanding the travel advisor client

Who is the traveler that books with an advisor? And what does their travel experience look like? Explore key insights into their unique preferences to help you create exceptional experiences for your clients and keep them coming back for more.

Unpacking the "why"

Why do travelers use advisors? And what matters most when selecting an advisor? Discover the reasons travelers turn to advisors and what they use their services for. Plus, learn what travelers prioritize when choosing an advisor to better understand how you can stand out from the competition.

Digging deep on loyalty

What creates loyalty with travelers? And what makes them leave a travel advisor? Dive into the key factors influencing travelers’ trust and satisfaction to help you more effectively increase engagement and drive repeat business. 

Access the reports

Download the report today and get invaluable insights into your traveler audience, as well as tips on how travel advisors can take action.

Simply enter your details in the form to access our download page, where you can find:

 

Our global report

  • The report in full, with insights from our global survey
  • Travel advisor tips from our experts
  • Information about Expedia TAAP, our travel agent program

Country snapshot reports

10 Quick snapshot reports with survey insights for individual countries, including:

  • Australia
  • Brazil
  • Canada
  • Germany
  • India
  • Italy
  • Mexico
  • Spain 
  • UK
  • US
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*Expedia Group, Decoding the Travel Advisor Client, 2025