Unsurprisingly, word of mouth or a good word from a previous client are the top two lead generation sources for travel advisors. Leads from social media have been increas- ing steadily over the past few years. In the TMR River Cruise Outlook 2022, for instance, less than 40% of advisors cited social media as helpful in reaching out to potential clients. That share has risen to 52% now. On the contrary, print advertising, TV and radio promotions have been less effective. 18 | CHART 11 LEAD GENERATION CHANNELS FOR ADVISORS DISTRIBUTION TRENDS Word of mouth/referrals Current/past clientele Social media Advisor’s personal experience, specialization Digital marketing Leads/referrals from host agency/consortia Consumer events Private organizations/clubs Lead/referrals from partner group Print advertising Church group TV/Radio marketing 89% 77% 52% 37% 28% 17% 15% 13% 12% 12% 8% 2%