The role of a travel advisor as a mere distribution channel is just the tip of the metaphorical iceberg. It is,

in fact, akin to that of a matchmaker, to draw the shortest line between their customers and the right travel

product for them. In recent times, they’ve been referred to as travel heroes, first travel responders and a

lifeline to stranded travelers all over the world. They are by far the largest segment of the travel distribu-

tion landscape and the lifeblood of the travel eco-system.

However, while their segment in North America is vast, it’s not well-documented. The American Society

of Travel Advisors (ASTA) along with the U.S. Census Bureau set the baseline at 105,000 agencies, while

(IATAN), on the other hand, has 168,548 accredited agents. In the north, the Association of Canadian Travel

Agencies (ACTA) boasts of over 12,000 affiliated agencies.

Travel advisors are not merely existing; they are adapting. They acclimatized themselves as technology

disrupted the distribution channel. Many have adapted to remain front and center with their clients through

marketing, specialization and by reinforcing their value as a travel advisor. The industry has also seen a

sharp increase in an entrepreneurial mindset, attracting independent contractors and the evolution of the

consortia, host agencies and franchise networks.

The travel advisor role becomes even more imperative in times of crises – whether it was the Gulf War,

9/11, or the current pandemic we are experiencing. These are times when travelers seek updated travel

information and on-ground realities and answers from a trusted source. Advisors have proven time and

time again they are a vital resource for travelers by virtue of their comprehensive knowledge and dogged

persistence on behalf of clients and responsiveness.

The objective of

Travel Market Report’s Distribution Outlook

is to showcase the critical role of the travel

advisor in the chain. The results and silver lining may be to finally put to rest any doubt that advisors are

crucial to our survival as an industry.

This deep dive into the travel agency landscape also provides important insights for our trade associations,

ASTA and ACTA as they continue to advocate on behalf of the agency community.

Within the report you’ll find current trends and best practices in terms of training, favored affiliations, their

associated benefits, and reasons for choosing them.

INTRODUCTION