Study: Demand for Travel Agency Services Fuelling Hundreds of Billions in Sales

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The increasing demand for personalized travel experiences and expert consultations is fuelling the expansion of the global traditional travel agency market.

The global traditional travel agency market is on a trajectory to reach USD $212.9 billion by 2032, expanding at a CAGR of 3.7% from 2023 to 2032, as reported by Allied Market Research in a study. (Oddly enough, a compound annual growth rate of 3.7% to 2032 is also what is projected for coffee shops.)

According to AMR, traditional travel agencies have been instrumental in aiding individual travellers and organizations with their travel arrangements. They have observed a resurgent demand due to evolving consumer preferences, intricate travel itineraries, and amplified demand for one-to-one consultations. Inundated with online options, travellers look to agencies for solutions that fit their preferences and budget constraints.

Major findings reflect the 32-43 age range to be leaders in travel agency use and LAMEA markets showing the highest growth trend.

Market Dynamics driving the growth of this sector are:

  • Evolving consumer preferences and behaviours.
  • The complexity of travel itineraries.
  • An increasing demand for personal consultations.

However, traditional agencies grapple with intense competition from online booking portals, escalating costs, and commission pressures.

Growth Segments

The transportation segment dominated the market in 2022, contributing to over two-fifths of the overall revenue. The emphasis is on curated transportation options that resonate with individualized travel plans.

Meanwhile, the travel accommodation segment is set to grow at a brisk CAGR of 5.0% through 2032, reflecting the surging demand for hassle-free, curated accommodation solutions.

Age Demographics: The 32-43 age bracket constituted the lion's share of customers in 2022, making up roughly one-third of the market. This segment is projected to continue its ascendancy, with a CAGR of 4.7%. This demographic, primarily composed of working professionals and family-centric travellers, demonstrates a distinct reliance on traditional travel agencies for their specific needs.

Regional Insights: Europe retained the top spot in 2022, cornering more than a third of the market. North American patrons, keen on bespoke experiences and specialized travel segments, are increasingly turning to agencies. However, LAMEA (Latin America, Middle East, and Africa) is poised to grow rapidly, with a CAGR of 4.2%, attributable to its rich cultural diversity and intricate travel choices.

Market Leaders Prominent players in the market include

  • Expedia Group Inc.
  • Booking Holdings
  • Mahindra Holidays
  • STA Travel
  • Carlson Wagonlit Travel (CWT)
  • AAA Travel
  • Kuoni Group
  • Thomas Cook
  • TUI AG
  • Flight Centre Travel Group Limited

As the travel landscape evolves, the traditional travel agency market demonstrates its resilience and adaptability, showcasing a blend of personalized service with the convenience of digital trends.


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