Navigating turbulence: travel advisors confront shifting market with strategy & service

When it comes to spotting travel trends, no one has a better window seat than travel advisors.

At the American Marketing Group’s recent “Connected” conference, held last week at the Hyatt Regency Grand Cypress in Orlando, Florida, three experienced travel pros gathered for a candid panel discussion about the state of the travel industry in 2025.

Despite challenges ranging from economic volatility to changing consumer behaviour, panelists Louie Di Tacchio of Progress Travel in Ajax, Ontario; Jennifer Doncsecz of VIP Vacations in Bethlehem, Pennsylvania; and Jana Elias of U.S.-based Tootles & Nibs Travel shared how they’re adapting, innovating, and thriving in uncertain times.

AMG’s annual conference brings together travel advisors and preferred partners affiliated with TRAVELSAVERS (U.S. and Canada), the Network of Entrepreneurs Selling Travel (NEST), The Affluent Traveller Collection and more.

Stabilization strategies

The panel opened with an exploration of recent market trends—and the responses were far from uniform.

“I haven’t seen any softening in my business,” said Di Tacchio. “We’re up about five percent over last year. For me, it’s all about customer service. You have to go that extra mile to maintain your clients and service them. Customer service is what it's all about.”

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With over 38 years in the industry, Di Tacchio credits his agency’s long-standing focus on relationships for its continued stability.

Doncsecz, however, painted a different picture. “2022 and 2023 were off the charts for weddings and honeymoons,” she explained. In 2024, however, it was much quieter. She theorizes that fewer people are tying the knot due to social delays caused by the COVID-19 pandemic. “People only have now started to date again, but it can take you maybe another two years before you tie the knot.”

The U.S. housing market may also play a part. “Brides are saying they want to buy a house first,” she said.

READ MORE: On Location: Canadian advisors show up strong as TRAVELSAVERS’ Travel Market opens in Orlando

Though group and wedding bookings have softened, Doncsecz has seen a surge in luxury travel. “We’re insanely busy,” she said. But it’s extremes. “We have people calling for the $799 cruise that leaves out in New York… and last-minute luxury. We got a call the other day from a group that wants to go to Pamplona, Spain to see the running of the bulls. They want to fly business, and it’s next month." 

Elias reported a five percent dip in overall revenue, but emphasized that volume is actually up. “People are booking more, but spending less. They’re booking last-minute because they’re concerned about the economy and jobs.”

Reassurance in a world of uncertainty

In the face of political tension and media-fuelled fear, travel advisors are increasingly called upon to serve not just as planners but as emotional anchors.

“I had a client from Australia cancel a U.S. cruise trip because he didn’t feel comfortable,” said Elias. “I talked him through his concerns and convinced him to change his travel plans and go to Greece for a month instead. So, he's still on the books. I was still able to retain him as a client and give him the confidence to still travel.”

For Di Tacchio, offering reassurance includes sharing personal experiences. He recently rode the Rocky Mountaineer train, in the U.S. from Denver to Salt Lake City, and people were warm and welcoming to him. “We were the only Canadians on board and the first thing we encountered was how sorry people were about what’s going on,” he said [referencing U.S. President Donald Trump’s tariff war and annexation threats].

He brings positive experiences like that back to his clients. “I say, ‘This is what I personally experienced. We felt safe,” he said, noting that advisors also have robust tools like insurance and cancel-for-any-reason plans to calm concerns.

Leveraging technology & community

The panelists agreed that now, more than ever, travel advisors must be proactive marketers. Di Tacchio emphasized artificial intelligence. “AI helps me create promotions, advertising—anything to keep the message out there that travel is a necessity in life.”

Doncsecz shared how her agency uses data analytics and AI to strategically market to clients, employing deep research tools to mine their database for targeted campaigns.

Di Tacchio has also focused on hyper-local engagement. “We’re involved in the community—sponsoring sports, running travel shows with local newspapers, attending networking groups,” he said. “The more you're networking and out there, the better.”

Adapting to industry realities

The panel also addressed the trend of some advisors stepping away from booking airfare.

Di Tacchio disagrees with this move. His agency charges a service fee for booking air, given the lack of commission that’s involved. But even if little is gained, that air booking “could later bring you a $10,000 river cruise booking,” he said.

“We don't decline anything in my office,” he said.

Elias takes a different approach. “I don’t book air directly—I don’t have a GDS and don’t want the liability. But I guide my clients on the best options and then direct them to book with the airline themselves,” she said. “I meet them in the middle. It’s a service I provide for free.”

Private air, once reserved for the elite, is also entering the conversation more often. “We quoted private air for a kids’ soccer group of 83 people,” said Di Tacchio. “It was competitive with Air Canada. We offered it to our clients, and they took it. Private air has come a long way.”

Looking Ahead

Despite uncertainty, all three panelists expressed cautious optimism—while acknowledging the unpredictability of today’s market.

At the conference’s opening session last Thursday (June 5), AMG Chief Marketing Officer Nicole Mazza said the company’s agency brands experienced a slowdown in Q1 of this year, but quickly bounced back.

"I can tell you as quick as we went into it, we came out of it," Mazza told the audience from a stage. "Business is back, and business is soaring."

2024 was “a spectacular year coming off of two extremely strong years," Mazza said, noting that 2025 is looking "equally as strong.”

"I'm extremely bullish,” she said.

Doncsecz described January as “weird,” traditionally a bellwether for the year. “But May turned out to be our busiest May ever for new bookings. We’re just booking a lot last-minute,” she said. “As for the second half of the year? I have no idea.”

READ MORE: Summer travel intention surging among Canadians, but “U.S. backlash is real,” says poll

Elias echoed that sentiment: “We’re growing, but it’s harder to predict next year because people are booking so close to travel dates. There’s less forecasting possible.”

Each panelist had final words of advice for their peers.

“This industry is a roller coaster,” said Elias. “It always comes back up. I think one of the biggest things is relying on peer support, realizing we're not competition.”

“Be proactive,” said Doncsecz. “Forecast. Diversify. Know your numbers and get trained in things you may noty be used to.”

“Build relationships,” added Di Tacchio. “Clients are friends. We send handwritten birthday cards daily. That’s the personal touch.”

Insider insights in Canada

The insights come on the heels of TRAVELSAVERS Canada sharing the results of a recent survey it conducted among its member agencies. 

According to the results of the study, 62 per cent of advisors say the high cost of travel is the top concern cited by clients.

In addition:

• 46 per cent pointed to unfavourable exchange rates, particularly relevant for Canadians looking to travel abroad.
• 38 per cent said geopolitical tensions are affecting traveler confidence.
• 36 per cent noted a general lack of confidence in the economy, while 35 per cent mentioned inflation and rising prices as key worries.

Clients, in turn, are leaning more heavily on travel advisors for help navigating these concerns, says TRAVELSAVERS. Among the tactics advisors report using to help reduce travel costs:

• 43 per cent said clients are choosing less expensive destinations
• 41 per cent are using loyalty points to offset costs or taking fewer trips
• 35 per cent are being more flexible with travel dates to secure better rates
• 29 per cent are opting to vacation domestically

The data underscores a growing trend: Canada is emerging as both a fallback and a favourite.

While Italy still leads in summer travel bookings at 48 per cent, Canada follows closely at 46 per cent, tied with Portugal and ahead of Ireland and Mexico’s Riviera Maya.

More significantly, nearly half of Canadian advisors at TRAVELSAVERS (49 per cent) say they’re recommending domestic travel more often than international destinations, positioning Canada as a smart, exciting, and lower-stress alternative in a complicated travel landscape.

“We’re seeing a clear shift toward trusted, accessible destinations and Canada is leading the way,” said Jane Clementino, senior vice president and general manager of TRAVELSAVERS Canada. “Whether it’s the appeal of exploring our own backyard or the flexibility domestic travel offers, advisors are confidently proposing Canada as their first choice for summer travel.”

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