TLN Says 2024 Web Traffic Shows Advisors More Valued Than Ever

In 2024, Travel Leaders Network says it saw a notable increase in website traffic to its consumer-facing site, TravelLeaders.com. Among other insights, analysis of that traffic revealed a growing interest in using travel advisors for the first time.

“From the over 300,000 leads that came through TravelLeaders.com in 2024, it is safe to say that travel advisors are more valued than ever,” said president John Lovell, CTC. 

“It’s fascinating to see how travel consumers’ preferences shift throughout the year. Even more encouraging is the fact that travel’s popularity is showing no signs of slowing down. This trend has continued into the first month of 2025, with our travel advisors continuing to attract new clients and close more sales than ever before. Savvy consumers know that working with a Travel Leaders Network travel advisor is the best way to ensure a flawless trip.”

Travellers can find an advisor on TravelLeaders.com 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. 

From the leads generated last year, TLN says patterns emerged that show what today’s traveller is looking for. Major cities such as Toronto, Vancouver, Calgary and Edmonton saw the highest volume of users, with travellers aged 35 to 54 making up the largest demographic. 

Travellers visiting TravelLeaders.com actively searched for cruises and all-inclusive travel experiences. Early in the year (Q1 2024), there was a strong demand for 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), TLN says travellers 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 UK 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.

TLN says another key takeaway from the data was the high level of preparedness among users. Many had already done significant research before reaching out. Travellers often had a clear idea of the type of trip and sometimes a specific destination in mind, and sought the expertise of Travel Leaders Network travel advisors to refine their plans and secure the best accommodations, cruises and activities.