LETTER FROM THE EDITOR
Dear Travel Advisor,
Most travel advisors sell land tours—it’s the most common consumer vacation
type in the world, and one that so many have built profitable, long-lasting
businesses on. But the majority of travel advisors aren’t fully invested in land.
In fact, advisors talking to TMR say that land tours only contribute to approximately
a third of advisor’s annual gross sales. To help boost that number, the team at
TMR is proud to release this Land Tours Outlook for 2024, filled with insights you
need to excel selling land.
To get you those insights, we gathered feedback from close to 800 advisors in
North America on things like the top destinations sold, the key motivators for
clients, how often air is booked separately, the average spend, and more. It’s
pages and pages of information that can help you make decisions about your
business.
Here are some of my favorite insights:
• A quarter of advisors said that their clients spend more than $1,000 per night
per person on a land tour.
• Almost 8 out of 10 advisors expect to see a growth in their land tour business
this year.
• One in two advisors said that lack of flexibility in supplier itineraries was one of
the biggest challenges in selling a land tour.
We want to thank the 800 advisors who took the time to give their insights,
which was the only way we could put together this kind of research. Our mission
has long been to be the voice for the travel advisor, and we aim for this type of
research to be a large part of that mission.
Sincerely,
Daniel McCarthy
Editor-in-chief, Vice President, TMR