Data Shows Travel Advisor Clients Spend More

New data from Emerging Travel Group, which operates two B2B brands – RateHawk and Roundtrip – as well as the B2C ZenHotels brand, shows in hard numbers that travelers who use travel advisors spend more money on travel.

The findings are part of a larger report that identified a significant increase in demand for trips to Italy – from January to August 2025, the number of bookings to Italy across the company’s three brands grew by 25% year-over-year. B2B customers – including travel advisors and business travelers – led the growth with a 30% increase.

According to the booking data across all three brands, all traveler groups preferred three- and four-star hotels with average stays of three nights. But their spending patterns, including how much they spent, varied.

Specifically, the travel advisor and corporate clients segments averaged 220 euros and 245 euros per night, respectively, while individual consumer travelers had a significantly lower average daily spend of 151 euros per night.

When looking at some of the specific Italian destinations commonly booked by advisors – mostly seaside resort destinations – the average daily rates were even higher, such as in Positano (756 euros), Capri (650 euros), and Anacapri (599 euros), among others.

Additionally, so far this year, travel advisors have more frequently booked high-category hotels than any other category of hotel, with four- and five-star properties making up 43% of all advisor bookings, compared to 20% for three-star hotels.