As 2024 comes to a close, Expedia TAAP Vice President ROBIN LAWTHER reflects on the trends and insights that shaped the travel agent industry throughout the year and looks forward to the year ahead.
If one thing is clear, it’s that travel is indeed back.
Expedia Group’s Travel Agent Affiliate Program (TAAP) saw dynamic shifts in agent needs and traveller
behaviours throughout 2024.
As the most used booking platform by travel agents in major markets such as the US, Australia and Germany, Expedia TAAP’s activity serves as a good barometer for the industry as a whole. So we’ve mined our data and surveyed agents to reveal the top insights of the year.
From the rise of solo travel to shifting booking platform preferences, these trends paint a picture of what’s ahead for the industry.
Let’s delve into these insights and consider how travel agents can capitalise on the evolving landscape in
2025.
Shifts in travel patterns: The trips and destinations on the rise
Let’s start by looking at the size of parties booking trips and where they travel.
In 2024, solo travel continued its rise in popularity, making up 30% of all Expedia TAAP bookings, while couples travel dominated with 53%.
This shift in travel patterns highlights the need for travel agents to curate experiences and excursions for these smaller groups in 2025.
In terms of where travellers are going, New York, specifically Manhattan, is unsurprisingly a top destination. Meanwhile, American cities such as Miami, Orlando, Los Angeles and Las Vegas are still drawing in large numbers of bookings.
Europe is the premier destination for international travel, accounting for 11 of the top 25 most booked
destinations. Paris and Rome remain popular choices for travellers.
However, the standout star of 2024 was Asia, where we saw an influx of travellers booking trips to Tokyo,
Singapore, Kyoto, Osaka, Hong Kong and Bangkok. We expect this trajectory to continue in 2025,
especially in Tokyo.
For 2025, agents can benefit from developing targeted strategies to reach solo and couple travelers.
Offering itineraries with options for personalisation and flexibility can meet the desires of these groups
while tapping into their penchant for unique and experience-based travel.
Unpacking trends in travel experiences and activities
In addition to information on who is booking and where they are choosing to travel, we analyse a vast
amount of data that gives us insight into the nature of vacations being booked.
To help travel agents stay ahead of the curve, Expedia Group has compiled a comprehensive report,
Unpack ‘25 – The Trends in Travel. While it’s worth reading the report in full, I will spell out some of the
most significant trends that inform agents’ strategies for next year.
· Gen Z is in their all-inclusive era. This type of travel is making a comeback among younger
audiences, with a third of Gen Z stating that their perception of all-inclusive resorts has changed
for the better. Better still, more than four in 10 of this group say an all-inclusive resort is their
preferred hotel type, while searches on Hotels.com using the ‘all-inclusive’ filter jumped 60%
year-over-year. This shift is being felt across hotel chains, such as Hyatt, which has experienced a
boom in all-inclusive bookings this year.
· JOMO travel is on the rise. The opposite of FOMO, the joy of missing out involves people getting
away from the hustle and bustle of everyday life by going on vacations such as relaxing beach
and mountain trips. Instead of opting for densely packed tourist hotspots, these travelers are
here to escape. Indeed, 62% say it reduces stress and anxiety, while nearly half say it helps them
to better connect with their loved ones.
· Off-the-beaten-path destinations, or Detour Destinations, are gaining popularity. Expedia
Group’s list of Detour Destinations all experienced an increase in searches over the past year,
with 63% of consumers saying they are likely to visit a more obscure destination on their next
trip. Whether it’s a detour from Paris to Reims, a deviation from Milan to Brescia, or a diversion
from LA to Santa Barbara, it is well worth keeping an eye on these rising stars next year.
In a post-pandemic world, travellers have shown an undeniable interest in curated experiences, a shift
our Unpack ‘25 report and platform data both strongly support. As travellers increasingly seek immersive
experiences, agents have a significant opportunity to expand their offerings. Building packages that
include local tours, cultural experiences or adventure activities can cater to this growing demand.
Highlighting these experiences not only enhances the value of an agent’s service but also attracts clients
looking for a richer, more fulfilling travel experience.
The tools and technologies empowering travel agents
To stay ahead of these emerging trends, travel agents are increasingly seeking new tools, technologies
and resources to meet clients’ needs swiftly and seamlessly.
Travel agents prioritise platforms that offer seamless, all-in-one functionalities. The ability to plan, book
and manage trips within a single portal is crucial, with 18% of agents citing this and ease of use as
primary factors.
These preferences underscore an industry-wide demand for efficiency, where streamlined workflows are critical to a travel agent’s success.
Digital tools have further transformed the way agents interact with booking platforms. Our Expedia TAAP
AI-powered Virtual Agent, for instance, resolved more than 75,000 queries this year alone, significantly
reducing the need for live support. Meanwhile, our live chat support handled over 133,000 interactions,
achieving an impressive global NPS of 55.
At Expedia, we recognise the critical role that innovative tools and dedicated support play in empowering
travel agents to exceed client expectations. Looking ahead to 2025, we anticipate that technology will
become even more integral to delivering seamless service, strengthening client relationships and driving
growth.
Efficiency is the name of the game in 2025
In 2024, agencies have reported record levels of demand, and our data confirms this with sustained,
robust growth.
As more travellers continue to see the value of travel agents, we anticipate this demand will only strengthen in 2025.
With agencies busier than ever, the focus for 2025 needs to be efficiency. Travel agents who adapt to
changing trends and embrace evolving tools are well-positioned to thrive. By harnessing innovative
platforms and data-driven insights, agents can not only meet evolving client expectations but also build
long-lasting relationships and grow their businesses.
Here’s to an exciting, transformative year ahead – one where we empower travel agents to navigate the
dynamic travel landscape of 2025 and beyond.
Expedia TAAP along with the Singapore Tourism Board and Marriott International Hotels recently revealed an exclusive opportunity for agents to win an awesome escape.
