How did people travel in 2024? Travel Leaders’ web data reveals trends, behaviours

Travel Leaders Network is seeing a growing interest in using travel advisors, according to recent search patterns and user behaviour on the network’s consumer-facing website.

TravelLeaders.com empowers consumers to find their ideal travel advisor by searching forkey attributes such as specialty, location and more.

Once an advisor is matched and selected, users can connect through the site to consult and book their trips.

In 2024, Travel Leaders Network says it gave their member agencies nearly 300,000 leads from TravelLeaders.com.

Travel trends revealed

The search patterns also show what today’s traveller is looking for.

Major cities such as Toronto, Vancouver, Calgary and Edmonton saw the highest volume of users, with travellers aged 35 to 54 making up the largest demographic.

Throughout the year, travellers visiting TravelLeaders.com searched for cruises and all-inclusive travel experiences.

Early in the year (Q1 2024), there was a strong demand for romance and family group travel, followed by a rise in family and friends-focused group travel in Q2, the company says.  

In Q3, honeymoon trips saw a boost, as well as increased interest in all-inclusive resorts.

Toward the end of the year (Q4), travellers turned to the platform for milestone events like birthdays, anniversaries and large villa rentals for group celebrations.

Most popular destinations

In terms of geography, the Caribbean and Europe were consistently popular destinations, with notable regional fluctuations.

Jamaica was the most searched Caribbean destination in Q2, Q3 and Q4, while the Dominican Republic was a top choice for leads from July to September, says the company.

The Bahamas, Aruba and Puerto Rico gained traction in Q4.

In Europe, Italy, Greece and the UK saw steady interest throughout the year, with Portugal and Ireland drawing attention in Q4, and Switzerland experiencing a notable uptick in inquiries during the last quarter.

Consumers are prepared

Another takeaway from TravelLeaders.com’s data is the high level of preparedness among users.

“They were well-informed, having already done significant research before reaching out,” the company says. “While travellers often had a clear idea of the type of trip and sometimes a specific destination in mind, they sought the expertise of Travel Leaders Network travel advisors to refine their plans and secure the best accommodations, cruises and activities.”

The platform also experienced an influx of “infrequent travellers,” many looking to book bucket-list vacations.

“From the over 300,000 leads that came through TravelLeaders.com in 2024, it is safe to say that travel advisors are more valued than ever,” said John Lovell, CTC, President of Travel Leaders Network, in a press release.

“It’s fascinating to see how travel consumers’ preferences shift throughout the year. Even more encouraging is the fact that travel’s popularity is showing no signs of slowing down. This trend has continued into the first month of 2025, with our travel advisors continuing to attract new clients and close more sales than ever before. Savvy consumers know that working with a Travel Leaders Network travel advisor is the best way to ensure a flawless trip.”

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