Last updated: 6:35 PM ET, Thu January 15, 2026
While inflation and economic uncertainty are a growing issue for many American travelers, the travel market continues to remain strong for now and business for travel agencies, in particular, is outpacing the rest of the market.
The continued strength of travel agency revenue is being helped along by one demographic in particular: wealthy travelers.
According to a new Phocuswright analysis titled the U.S. Travel Agency Landscape 2025, exclusive and high-end luxury travel is leading the gains for travel agencies.
“Wealthier travelers, undeterred by higher prices, continue to seek out unique experiences and the personal service travel advisors offer,” explains the report.
At the same time however, travel advisors are finding creative ways to also continue to appeal to less affluent U.S. travelers, those who are show a heightened price sensitivity, according to the Phocuswright report.
Here’s a closer look at who’s using travel advisors in 2026 and why.
The client profile of U.S. travel agents
Though it’s not entirely surprising, the Phocuswright report reveals that travelers who work with travel advisors are typically older and wealthier than the average traveler.
In fact, more than three quarters of clients are over 40 years old, with 44 percent older than 55. In addition, 6 in 10 travel advisor clients have an annual income of $100,000 or more. In fact the largest income bracket by far that turns to travel advisors for assistance are those who earn between $100,000 and $499,999 annually.
A mere 5 percent of travel advisor clients are 25 or younger, according to the report. And 20 percent are in the 26 to 40 years old.
But don’t be fooled. Younger travelers who have a strong drive to travel remain a key demographic in the broader travel market, per the report. They’re just booking travel on their own, without the assistance of a professional.
These younger, more cost-conscious travelers turn to online travel booking platforms to find the lowest prices available to carryout their travel plans.
But here’s the catch, according to the Phocuswright analysis: Appealing to younger generations is crucial for the long-term success of the travel advisor channel.
It’s a fact not lost on travel advisors themselves, who are increasingly focused on “attracting and training Gen Z and millennial advisors with a large social media presence to better engage with younger travelers,” says the Phocuswright report.
“Expanding the client base to include a younger clientele will require educating younger travelers about the benefits that advisors can provide—and doing so in a way that will appeal to this younger demographic,” adds the report.
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