Last up to date: 6:35 PM ET, Thu January 15, 2026
While inflation and financial uncertainty are a rising situation for a lot of American vacationers, the journey market continues to stay robust for now and enterprise for journey businesses, specifically, is outpacing the remainder of the market.
The continued power of journey company income is being helped alongside by one demographic specifically: rich vacationers.
According to a brand new Phocuswright evaluation titled the U.S. Travel Agency Landscape 2025, unique and high-end luxurious journey is main the beneficial properties for journey businesses.
“Wealthier travelers, undeterred by higher prices, continue to seek out unique experiences and the personal service travel advisors offer,” explains the report.
At the identical time nonetheless, journey advisors are discovering inventive methods to additionally proceed to attraction to much less prosperous U.S. vacationers, those that are present a heightened value sensitivity, in keeping with the Phocuswright report.
Here’s a better have a look at who’s utilizing journey advisors in 2026 and why.
The shopper profile of U.S. journey brokers
Though it’s not completely stunning, the Phocuswright report reveals that vacationers who work with journey advisors are usually older and wealthier than the typical traveler.
In reality, greater than three quarters of shoppers are over 40 years outdated, with 44 % older than 55. In addition, 6 in 10 journey advisor shoppers have an annual revenue of $100,000 or extra. In reality the biggest revenue bracket by far that turns to journey advisors for help are those that earn between $100,000 and $499,999 yearly.
A mere 5 % of journey advisor shoppers are 25 or youthful, in keeping with the report. And 20 % are within the 26 to 40 years outdated.
But don’t be fooled. Younger vacationers who’ve a powerful drive to journey stay a key demographic within the broader journey market, per the report. They’re simply reserving journey on their very own, with out the help of an expert.
These youthful, extra cost-conscious vacationers flip to on-line journey reserving platforms to seek out the bottom costs accessible to carryout their journey plans.
But right here’s the catch, in keeping with the Phocuswright evaluation: Appealing to youthful generations is essential for the long-term success of the journey advisor channel.
It’s a reality not misplaced on journey advisors themselves, who’re more and more targeted 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,” provides the report.
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