TRAVELSAVERS Canada survey highlights advisor optimism for 2025

As the travel industry continues to thrive, advisors are riding a wave of confidence into 2025.

A new survey of advisors affiliated with TRAVELSAVERS Canada agencies finds 81 per cent predict their revenues will grow even further next year.

Demand for expertise will fuel sales

Driving this anticipated growth is a shift in consumer behaviour: Travellers will increasingly turn to a professional consultant for a superior vacation experience. Ninety-one per cent of the respondents envision that consumer demand for working with advisors will remain steady or grow further.

“We’re experiencing unprecedented demand for travel advisors as more consumers are recognizing the value of expert guidance,” said Jane Clementino, senior vice president and general manager of TRAVELSAVERS Canada. “Travellers are looking for professionals who can craft personalized vacations, ensuring their journeys are seamless, unique, and unforgettable.”

Despite two years of healthy sales increases and an industry-wide shortage of consultants, some advisors would still welcome a boost to their business. Eighty-two per cent expressed a desire to add clients, while 15 per cent are satisfied with their current numbers. Just three per cent would prefer to downsize their clientele.

Positive AI perceptions grow

Advisor perceptions of AI are more positive:

• 27 per cent now say it’s a great tool, compared to 11 per cent last year
• Negative sentiment is at seven per cent, a slight rise from last year’s six per cent
• 32 per cent say they’re still not familiar enough with AI

Travel advisor use of generative artificial intelligence remains flat. Despite its rising prominence overall, the survey revealed a need for continued advisor education:

• 11 per cent now use it frequently – unchanged from last year
• Nine per cent use it occasionally, compared to 11 per cent in the 2024 survey
• Nine per cent say they don’t and won’t use it, down from 12 per cent last year

Despite the wide exposure AI has received recently, 33 per cent say they are still not familiar enough with it.

AI tailored for travel

To capitalize on the continued need for building AI awareness, TRAVELSAVERS Canada has introduced a proprietary tool that empowers advisors to market to clients and prospects in minutes instead of hours. AI Connect will integrate exclusive partner offers into marketing materials such as social media captions, blog posts and landing pages.

Trained specifically for the travel industry, the tool learns each advisor’s unique tone, delivering materials that are on
brand and on target.

“AI is steadily becoming an essential tool in the travel advisor’s toolkit, but there’s still a significant knowledge gap to address,” said Clementino. “With AI Connect, we’re empowering advisors to harness the capabilities of AI in a way that’s tailored specifically to their needs. It’s about making technology work smarter for the travel industry.”

Survey results

2025 sales

• 54% predict sales will increase somewhat
• 27% predict sales will increase significantly
• 15% predict sales will stay the same
• 4% predict sales will decrease somewhat

New client prospecting

• 47% looking to grow clientele substantially
• 35% looking for a few more clients
• 15% not looking for more clients
• 3% would like to reduce the number of clients

Consumer attitudes towards advisors

• 57% say consumers will be more likely to work with advisors
• 34% say consumers will work with advisors in the same numbers as last year
• 9% say consumers will be less likely to work with advisors

AI usage

• 11% use it frequently
• 9% use it occasionally
• 16% have tried it
• 19% plan to try it
• 9% don’t and won’t use it
• 33% aren’t familiar enough with it

AI attitude

• 27% say it’s a great tool for advisors
• 23% say it has potential for advisors
• 6% say it’s neither good nor bad
• 5% say it’s not good for advisors
• 2% say it’s a threat to advisors
• 32% aren’t familiar enough with it
• 5% no opinion

Advisors affiliated with TRAVELSAVERS Canada agencies participated in the survey between Oct. 29 and Nov. 16, 2024.