Travel Agencies Are Bullish on Cruise & AI, Plan to Increase Market Spend

Looking ahead to 2027, some of the industry’s highest selling travel agencies have high expectations for cruise sales and plan to increase their market spend to capture the growing demand. At the same time, agencies are preparing for business growth by adopting artificial intelligence to support a variety of business needs.

The outlook comes from the findings of a new Travel Leaders Network (TLN) survey of its top leisure sellers who participated in a recent Leisure Leaders meeting. These agencies collectively represent more than $2.5 billion in annual leisure travel sales.

In the clearest sign these agencies are feeling confident about next year, 86% of respondents plan to increase their marketing spend in 2027, including 60% who expect to increase their budgets by more than 10%. Not a single respondent plans to cut marketing spend.

“These are experienced business owners with a significant view into leisure travel demand, and they are putting investment behind their expectations for growth,” said Lindsay Pearlman, president, Travel Leaders Network. “They see opportunities in the market and are preparing their businesses to capture them.”

Cruise the industry segment where agencies said they see the most opportunity, with 90% of respondent saying they expect river cruise sales to increase in 2027, 75% expecting luxury sales to grow by at least 5%, and 87% said they expect premium cruising to grow.

Of those saying river cruise sales will increase, 40% are forecasting growth above 10%.

Contemporary cruising remains strong, with 59% predicting growth of 5% or more.

Land isn’t far behind. Seventy-seven percent anticipate growth in FIT/independent travel, while 73% expect at least 5% growth in both escorted and group travel.

AI a Necessity

With such strong predictions for growth, agencies are preparing for the increase in business. New office technology ranks as their top investment priority, followed by marketing and lead generation and independent contractor recruitment.

AI is part of that equation. All but one respondent expects to use AI in agency operations in 2027. Marketing and communications is the leading application, selected by 86%, while 73% expect employees and independent contractors to use AI for agent bios.

Agencies are also applying AI to customer service, data analysis, revenue management, and fraud detection.

Social media ranks as agencies’ most effective marketing channel for 2027, followed by email and print advertising.