2022 NINETY-ONE PERCENT (91%) OF THE 684 TRAVEL ADVISORS SURVEYED WERE EITHER AGENCY OWNERS OR INDEPENDENT CONTRACTORS and 9% were employees.Thirty-two percent (32%) of the total have been selling travel for more than 30 years.This reflects the high level of experience that the respondents possess. IN TERMS OF AGENCY ANNUAL GROSS SALES, THIRTY- THREE PERCENT (33%) booked over one million in gross sales in 2019. The mean gross bookings for the advisors from the respondent pool in 2019 was $1.1 million. A MAJORITY OF ADVISORS (91%) HAD SOME TYPE OF AFFILIATION, WHETHER CONSORTIUM, HOST OR FRANCHISE. Of this, 45% chose to work with a consortium and 38% are working with a host agency. A WHOPPING 89% OF RESPONDENTS SELL MULTI- GENERATION VACATIONS. It formed a 26% share of their 2019 annual gross bookings, of which cruises were 33%. This indicates that cruise has a lot of legroom to grow in this segment. THE TOP THREE REASONS FOR SELLING MULTI- GENERATION VACATIONS are: because products matched the clients’ needs (64%), advisors found an opportunity to deliver personalized services to them (54%) and they saw an increased demand for such vacations (46%). CARIBBEAN AND THE BAHAMAS OUTPERFORMED ALL OTHER DESTINATIONS at 80%, with Alaska in the second spot at 54%. This could be because of easy connectivity and proximity to North America. Primary motivators for multi-generation vacations include family reunions for GRANDPARENTS (90%), CREATING NEW MEMORIES FOR PARENTS (85%) AND TO EXPLORE AND HAVE FUN FOR CHILDREN (72%). THE TYPICAL GROUP SIZE FOR MULTI-GENERATION VACATIONS IS BETWEEN SIX AND TEN, SAY 65% OF ADVISORS AND 28% REPORTING 11+ GUESTS IN THEIR GROUPS. SEVENTY-SIX PERCENT (76%) OF ADVISORS SAY THAT THE TOTAL COST/VALUE OF THE PACKAGE IS THE PRIMARY FACTOR for families to book multi-generation cruise vacations. GRANDPARENTS USUALLY SPONSOR MULTI- GENERATION VACATIONS, ACCORDING TO 43% OF ADVISORS. Parents alone pay for 27% of such vacations, while 30% of them have both parents and grandparents chipping in. ITINERARY (64%) AND SHIPBOARD AMENITIES (61%) ARE THE TOP TWO FACTORS IN CHOOSING A CRUISE LINE FOR FAMILIES. Royal Caribbean leads the pack with an 81% share. It is followed by NCL (53%) and Princess Cruises (42%). FORTY-SIX PERCENT (46%) OF ADVISORS FEEL LOYALTY PROGRAMS ARE IMPORTANT FOR THEIR CLIENTS while booking cruises. This shows there is a lot of work that needs to be done by both suppliers and advisors in terms of communicating the value of loyalty programs. TOP ENABLERS FOR BETTER SALES OF MULTI- GENERATION CRUISES ARE PERSONAL CRUISE EXPERIENCE (55%) AND BETTER COMMISSIONS (48%). Eighty-one percent (81%) of advisors say fam trips are the preferred format for training. KEY FINDINGS