New survey finds travel advisors confident as industry heads into 2026

Despite the potential headwinds on the horizon, travel advisors are entering 2026 confident of growing sales and their professional value.

In fact, in a new survey of advisors affiliated with TRAVELSAVERS Canada agencies, 71% indicated that they expected revenue growth in the year ahead.

That optimism is fueled by sustained demand for travel, which consumers increasingly view as a vital part of their lives rather than a discretionary luxury. Travellers are turning to advisors for their expertise, especially for creating and booking personalized itineraries and luxury journeys.

Jane Clementino, Senior Vice President and General Manager of TRAVELSAVERS Canada, said that: “Looking ahead to 2026, the outlook is incredibly positive. Travellers are prioritizing experiences more than ever, seeking personalized and meaningful journeys. Advisors are perfectly positioned to meet this demand, providing the guidance and expertise that turn ordinary trips into truly unforgettable adventures.”

Reflecting growing confidence in their worth, the survey found that 70% of advisors now charge professional fees:

• Twenty-eight per cent charge for transactions
• Sixteen per cent charge for time
• Eleven per cent collect multiple fee types
• Nine per cent charge for specialized services such as FIT design or air ticketing
• Six per cent apply plan-to-go fees rolled into bookings

An additional 18% are considering introducing fees in the future. This trend reflects both industry shifts, such as reduced airline commissions and pandemic-era losses, as well as the rising demand for tailored, time-intensive itineraries. Advisors are also using fees to reinforce their professionalism and the value they deliver to clients.

Also of note is the fact that Generative AI is rapidly becoming a trusted time-saving tool for advisors, with usage more than doubling in the past year: from 20% to 50%. TRAVELSAVERS AI Connect program has further fueled adoption and awareness.

In fact, the survey found that more advisors report that they’re familiar with AI, even if they haven’t tried it:

• 25 per cent now use it frequently, up from 11 per cent
• 25 per cent use it occasionally, rising from 9 per cent
• 25 per cent say they are still not knowledgeable enough about it, down from 33 per cent

As well, advisors also view AI in a more positive light:

• 44 per cent now see it as a great tool, up from 27 per cent
• 15 per cent say they’re still not familiar enough with AI, down from 32 per cent

Tim Paul, TRAVELSAVERS Vice President of Marketing, observed that: “In just one year, we’ve seen a dramatic shift in advisors embracing AI as a powerful ally rather than a threat. AI can be an incredible partner, helping busy advisors work smarter and faster. Those using our AI Connect program say they can’t imagine life without it.”

Yet despite their optimism, advisors remained mindful of potential obstacles for next year. The top concern is the persistently high cost of travel, cited by 43% of respondents.

Competition is also on their radar:

• 29 per cent worry about suppliers marketing directly to consumers
• 24 per cent point to online travel agencies
• 16 per cent cite competition from AI