MMGY Study Finds Huge Increase in Demand for Professional Travel Advisors

The 2025 Portrait of American & Canadian International Travelers by MMGY delivered some interesting insights. But for travel professionals, the headline is that two-thirds of Canadian and American travellers surveyed anticipate using a travel advisor within the next two years – a huge jump from 49% previously.

MMGY says the professional travel planning comeback is driven primarily by Millennials, many of whom value the logistical support of a travel advisor when planning complex, multigenerational trips with their families. 

In other news from the survey of active travellers, the study shows that North America’s appetite for international travel has reached record levels and is paired with a desire for more meaningful experiences abroad. 

U.S. travellers intend to take an average of 2.8 international trips over the next two years, while Canadians are planning 2.2. In addition, expected spending on international vacations has increased by 10% for U.S. travellers since last year, while Canadian spending remains statistically unchanged. 

“We continue to see a strong demand for travel despite broader consumer uncertainty, and this is proving to be especially true for those seeking international experiences,” said Craig Compagnone, President, Americas, at MMGY Global. 

“Travellers from North America are spending at consistently strong levels, but with that spend comes a new set of expectations that include greater personalization, local authenticity and considerations for safety.”

Other key findings of the study include: 

Political Climate Reshapes Travel Patterns – Safety and political stability have overtaken cost as primary factors impacting plans to vacation internationally. The impact is more pronounced for Canadians, with 23% less interested in visiting the U.S. in the next three years, representing a significant shift in cross-border travel patterns. But Americans are impacted too: more than a third (34%) report altering travel plans due to tariff issues, with 26% cancelling trips entirely. 

Cruising Reaches Mainstream Status – Interest in ocean cruising has surged dramatically, rising 12 points since last year for both Americans (78%) and Canadians (61%). This represents a fundamental shift as cruising moves beyond its typical demographic. Younger travellers are driving demand for adventurous itineraries in emerging markets like Africa and Asia, while established European and Caribbean routes remain popular with older cruisers.

The Bleisure Boom Continues – The blending of business and leisure travel has become standard practice, with 88% of Americans and 78% of Canadians now extending business trips for leisure purposes. Destinations, hotels and tour operators that provide seamless work-and-play experiences are well-positioned to capture this hybrid travel trend.

The report’s findings are based on a July 2025 survey of 2,064 adults living in the U.S. or Canada who have taken at least one vacation outside of North America or the Caribbean in the past three years and expect to take at least one vacation outside of that region in the next 12 months. Approximately half of the respondents had a household income exceeding $100,000, with 7% earning more than $250,000.