Perception from Internova: Travel advisor utilization spikes 15 factors: Travel Weekly

Jamie Biesiada

The variety of shoppers working with journey advisors continues to extend, says Internova Travel Group.

This 12 months’s Internova Index, a report primarily based on inside information and a survey of 4,000 vacationers, reveals 62% count on to make use of an advisor this 12 months as their most frequent reserving methodology. That’s up from 47% final 12 months.

It seems that the worth of advisors continues to be communicated to the touring public. Demand for journey advisors exploded in the course of the pandemic, when vacationers who hadn’t booked with an advisor have been left struggling to get refunds and make modifications on their very own.

Most vacationers mentioned they’re drawn to make use of advisors for his or her experience and assist, along with a choice to talk with a human about reserving journey.

Unsurprisingly, shoppers are drawn to advisors after they have advanced journeys deliberate. Less than 40% of respondents mentioned they use advisors to guide home journeys, however slightly below 70% use advisors for short-haul worldwide journeys, and simply over 70% reported utilizing advisors for long-haul worldwide journeys.

International journeys are usually longer than home journeys — particularly the long-haul journeys — making it an interesting reserving for an advisor.

Internova discovered that luxurious and ultra-luxury vacationers are the most probably to make use of journey advisors. Those ultra-luxury vacationers are a candy spot for advisors: their common spending on air is $3,000, and their common per-night spending at lodges is greater than $2,300, Internova discovered.

2026 wanting fairly good

Internova discovered that 67% count on to journey the identical quantity in 2026 as they did in 2025. Adding to the excellent news is that 27% count on to journey much more this 12 months, and solely 6% count on to journey lower than they did in 2025.

Considering that the common traveler went on 6.4 journeys in 2025, that is loads of journey to go round. Most of these journeys have been home, however vacationers took a median of simply over two worldwide journeys in 2025, about on par with the quantity of worldwide journey they did in 2024.