After a brief period of caution at the beginning of the year, the travel industry is now charting a course for significant growth through the remainder of 2025 and into 2026. This was the prevailing sentiment at last week's TRAVELSAVERS and Network of Entrepreneurs Selling Travel (NEST) conference, Travel Market, where some 900 travel advisors and preferred partners gathered amidst a backdrop of rebounding bookings and renewed optimism.

Members of the American Marketing Group companies, TRAVELSAVERS and NEST, gathered under the theme of "Connected," focusing on the power of relationships -- particularly resonant as last year’s meet was canceled due to Hurricane Helene. The rescheduled gathering at the Hyatt Grand Cypress in Orlando underscored the power of the industry's resilience. An announcement for next year’s event puts the conference in San Antonio, TX. 

Despite economic upheaval and consumer hesitation in the first quarter, the travel sector has experienced a swift and decisive turnaround in recent months, noted Nicole Mazza, Chief Marketing Officer, American Marketing Group. The initial dip in bookings has been replaced by a period of soaring business, fueling a strongly optimistic outlook among industry leaders for the next year and a half. Projections for 2026 are already being hailed as exceptionally strong.

“Growth like this doesn't happen alone. Folks. Growth like this happens because of our preferred partners and the product that they have,” said Mazza, addressing a packed ballroom during the three-day event. “This is your connection. This is why you're here. This is why we're all here, to build that bond, to build that growth, to work together in these relationships to stay connected.”

This resurgence is reflected in the networks’ growth: since January, TRAVELSAVERS and NEST have welcomed 50 affiliate agencies so far in 2025, representing $199 million in preferred partner sales. NEST now encompasses over 500 agencies throughout the United States, and TRAVELSAVERS has more than 2,000 agencies. The selective, invitation-only approach ensures that new agencies complement, rather than compete with, existing members—a strategy credited with maintaining network cohesion and exclusivity.

This growth reflects a broader shift within the travel industry as more advisors opt for the independence of a home-based business model. According to the Travel Institute, 71 percent of advisors are now independent contractors. The travel industry is on a steep upward trajectory, with the World Travel & Tourism Council (WTTC) valuing it at $11.7 trillion, accounting for 10.3% of global GDP. WTTC predicts by 2035, the percentage of global GDP will inch to 11.5% and could reach nearly $20 trillion.

Correspondingly, consumer demand for travel advisors' expertise is also on the rise. The market for travel agency services, currently estimated at over $500 billion, is forecast to grow at an annual rate of 10.4 percent, potentially reaching $1.4 trillion by 2035.

This uptick can also be attributed to the recent decreases in airfare rates and hotel prices for popular European destinations, which had previously been a deterrent for some travelers. However, a degree of caution remains, with industry experts acknowledging the likelihood of continued market volatility amid political chaos.

Trends Shaping 2025 Travel

The conference also offered a window into the latest travel trends based on booking data and advisor surveys. Europe remains the top draw for guided tours, with Ireland, Italy, France, Greece, Croatia, Spain, and Portugal leading the way. For independent travelers, Japan’s popularity has soared since the pandemic, while Vietnam, Colombia, and Africa are gaining traction.

In the sun-and-sand category, Cancun continues to dominate, followed by the Dominican Republic, Jamaica, and Aruba. Cruising remains a hot ticket, especially for expedition voyages to Alaska, Antarctica, and the Arctic —destinations that appeal to adventurous travelers and deliver higher yields for advisors.

Demographic shifts are also influencing travel patterns. Multigenerational and "skip-gen" trips—where grandparents travel with grandchildren—remain popular, particularly among Millennials and Gen Xers. Solo travel is rising, with Google reporting a 300% increase in related searches. Advisors are responding by promoting secure options for solo explorers and tapping into the growing "set-jetting” trend, where travelers seek destinations featured in popular films and TV shows.

“Have you heard of FOMO?” Mazza asked. “Well now that’s JOMO.”

She pointed to another emerging travel theme this year: the “joy of missing out” (JOMO), as some travelers prioritize unplugging and relaxation over social media bragging rights. On the other hand, the "set-jetting" phenomenon, where people travel to locations featured in popular movies and television shows, continues to be a significant driver of travel decisions. Suppliers tailor products to cater to these vacationers, who seek restorative getaways rather than Instagrammable moments.

The Tech Connect

A significant focus at this year’s conference was the rollout of advanced tools designed to empower advisors and drive sales. The centerpiece is "AI Connect Powered by Toby," an AI-driven platform enabling advisors to rapidly create professional marketing content – blogs, social posts, landing pages – and seamlessly integrate exclusive partner promotions. The tool recently added over 600 professionally curated Destination Arrival Guides and plans newsletter and translation features. 

The proprietary OnlineXpress website platform, exclusive to TRAVELSAVERS and NEST advisors, delivered impressive metrics: 3,500 leads, 725,000 pageviews (an 82% YoY increase), and 1.7 million emails (up 20%) in 2024. Enhancements to the core tripXpress booking platform allow advisors to deep-link directly into the booking engine from their websites or social media, ensuring automatic credit for sales. An upcoming tripXpress dashboard will consolidate marketing list management and data for direct mail, email, and OnlineXpress.

Targeted Lead Support

Digital lead-generation campaigns targeting consumers not yet working with an advisor have delivered nearly 3.5 million impressions and over 78,000 clicks in two years, focusing on segments like guided vacations, adventure travel, romance travel, and new-to-cruise customers. Enhanced, searchable advisor profiles on network consumer websites (including new sites for TRAVELSAVERS Canada and NEST's YourVacationSpecialists.com) help match travelers with specialists.

Meanwhile, for new advisors, the KORE education program is undergoing a significant refresh with a modernized curriculum, shorter modules, increased gamification, and enhanced community features. 

Adding Muscle

Complementing the discussion of sales trends and new tech innovations at the conference was Zane Kirby, president of ASTA, who was there to address some of the concerns beyond the sales dynamic. These include the frustrations of chasing commissions, unease over new and seemingly random taxes on travel businesses, issues in chargebacks, and fraud. He pointed to one case in which the state of Nebraska wanted to lower taxes on real estate for residents, so as a countermeasure, they went after small “non-essential” businesses, such as travel sellers.

“Who thinks travel is not essential? I don't,” said Kirby. “So we got to work. We wrote letters, we hired local lobbyists, and thankfully, time ran out on the legislature.”

Hawaii may be next, he said, with increased fees for hotel rooms and even cruise cabins. “We're going to fight this with everything we have,” he said.

In addressing non- or slow-paying commissions issues, Kirby noted that ASTA is on it. 

“It's a big problem. It's a really big problem. About a year and a half ago, we published a list of people who pay commissions on time, and that means net 30, and now we're going to really start calling out those people who do not pay commissions on time.”

While commissions are not a problem per se for Sarah Bonsall, owner of Latitude 21 Travel out of Olathe, Kansas, she points to her relationships with NEST-preferred suppliers to keep the system rolling and her customers coming back for more.

“When I need help, that's when I'll go to my vendors and generally, there is a way to make things right,” she says. “We have on-location vendors we can reach out to in practically every destination. They create the quotes for us, and customize the trip in that way it needs to be. So really, working with our preferred suppliers makes me look like a rock star.”

For areas outside of error and bridging on fraud, NEST offered a lively panel of seasoned advisors and lawyers to address some practices that are fast becoming more rule than exception. Advisors cited such red flag incidents of a client booking, canceling, re-booking, crossing elements out and re-booking again – all in attempts to flub the system. Other red flags, according to Sheila Folk, CEO of Travel Industry Solutions, are booking too close to departure and too soon for the system to show vagaries, as well as the prolific use of stolen credit cards. 

The panel noted that Errors & Omissions contracts do not cover problems that are not documented properly, not reported within guideline times, lack signatures on critical forms, and are not accompanied by the client’s photo.

“This part of the business is getting all the more difficult because clients using stolen credit cards take months of time and put effort into crafting these false identities,” she said, recommending Forter identity intelligence software to help vet clients and prevent these problems. 

“We are a powerful network and hopefully our members know what that means to them,” said Mazza. “We are more than just an affiliation together. Collectively, we have this competitive advantage and we get to see what’s trending, build out product and go to market with it. That's what we're here to do, to build that connection for you.”

Recognizing members and partners at this year’s gala event, the following participants showed up as standouts in the industry for their efforts, creativity and innovations. 

Chairman’s Awards – Agencies

These are the highest accolades for affiliated agencies, recognizing outstanding partner sales resulting from dedication to driving growth.

• Boscov’s Travel (TRAVELSAVERS)
• LBAC Travel, Inc. (NEST)

President’s Awards

These are awarded to agencies that have attained remarkable preferred partner production in the previous calendar year.

• Altair Travel & Cruises (TRAVELSAVERS)
• Pachtman Travel Services (NEST)

Soaring Eagle Awards

These honor the agencies that have achieved the most significant increases in preferred partner sales when comparing last year to the year before.

• Levarté Travel (TRAVELSAVERS)
• Insight Cruises (NEST)

Horizon Awards

These are presented to up-and-coming agencies that continue to build on their early success.

• Travelista Travels (TRAVELSAVERS)
• Stepping Out Travel Services, Inc. (TRAVELSAVERS)
• Exclusive Travel Partners (NEST) 
• Modern Travel Professionals (NEST)

Inspire Awards

These honor agencies that support network programs, products and services and encourage others to employ them to reach higher levels of achievement.

• Four Seasons Travel (TRAVELSAVERS)
• Bellevue Travel (TRAVELSAVERS)
• Jenkins Travel (NEST)
• Escape by Travel (NEST)
• TravelFun.Biz (NEST)

Brand Champion Awards

New this year, these awards recognize agencies dedicated to supporting and enhancing their networks. 

• Sunflower Vacations (TRAVELSAVERS)
• Northcutt Travel (TRAVELSAVERS)
• DWB Vacations (NEST)
• Latitude 21 Travel (NEST)
• VIP Vacations (TRAVELSAVERS)

Partner of the Year Awards

• Cruise Partner of the Year – Celebrity Cruises
• River Cruise Partner of the Year – AmaWaterways
• Hotel Partner of the Year – IHG Hotels & Resorts
• OnLocation Partner of the Year – Memorable Travel Group
• Destination Partner of the Year – Dominican Republic Tourism
• Air Partner of the Year – Delta Air Lines
• Guided Tour Partner of the Year: US – Collette
• FIT Tour Partner of the Year: US – Apple Leisure Group
• Specialty Partner of the Year – Rocky Mountaineer
• Best Educational Program – Virgin Voyages
• Best Sales & Service Partner: US – Globus family of brands