New Data: Almost Three Quarters of Advisors Sell Group Travel

Travel Market Report today is releasing its latest research, its Group Travel Outlook for 2022, an inside look into an increasingly popular and profitable segment for travel advisors.

The survey, available here, took insights from 851 travel advisors, the majority of whom were ICs working with a host agency (52%), to find out what works and what doesn’t for advisors selling groups.

“We hope that the information in this Outlook on Group Travel helps you with those tasks, and also helps suppliers realize where they can assist you the most. We also hope that those without those years of experience can take a look at the report and close that gap. Those with that experience will be able to improve how they do business, even if they’ve been doing it for years,” Travel Market Report Editor-in-Chief Daniel McCarthy said.

The survey reaffirmed the popularity of group travel among successful advisors—73% of those surveyed said that they sell group travel and 29% said that they booked more than $1 million in sales in 2019, with 13% selling more than $2 million.

It also found that, despite growing focus from some in some other areas, the best way to find groups remains word of mouth or referrals from current clients.

The report also uncovered the biggest challenges faced by advisors selling groups, which remain budget concerns, something that has increasingly become a common source of focus from clients. That comes in higher than managing client requirements for group travel being time-consuming and COVID-induced restrictions.

Advisors also voiced concerns over what suppliers can do to help them boost their group sales (fam trips, improved call center operations, and improved booking tools topped the list).

The full report, which is sponsored by ALG Vacations, is available on-demand here.