CHART 26 | 39 TRAINING NEEDS Reflecting the high demand for FAM trips, a similar share of advisors said that they preferred product or destination training (78%). One in two advisors also said that they would like specialization training. Many advisors (42%) said that they would like training in social media. For those advisors seeking business building training, it would be helpful to reach out to the business development managers (BDMs) of the local tour operators, who will offer more insights. An advisor shared that they would like training in how to market, how to use AI, service fees, and specialization. ADVISOR TRAINING: PREFERRED TRAINING PROGRAMS Product or destination training Specialization training Social media training General sales/best practices training Business building training Travel advisor regulation and legal issues Training on implementing service fees Mindset, well-being, or personal growth Customer service Public relations 78% 51% 42% 35% 33% 32% 22% 21% 18% 10%

Trade association affiliations matter. It is these asso- ciations that take up the cause of the travel advisor. Among the U.S. advisors, the affiliations with ASTA have grown since 2023. Among Canadian advisors, affiliation with ACTA have risen from 48% in 2023 to 65% in the current Outlook. IATAN/IATA and CLIA affiliations of the advisors have remained steady. AFFILIATION MATTERS 40 | CHART 27 TRADE ASSOCIATION AFFILIATION, U.S. ADVISORS TRADE ASSOCIATION AFFILIATION, CANADIAN ADVISORS IATA ACTA CLIA IATAN CLIA ASTA 93% 65% 38% 81% 54% 46%