# Decoding the Travel Advisor Client

**Publisher:** Expedia Group  
**Published:** n/a  
**Category:** Travel tech  
**Type:** Report  
**Access:** Registration  
**Official source:** https://partner.expediagroup.com/en-us/resources/research-insights/decoding-travel-advisor-clients  
**Canonical:** https://tourismintel.ai/reports/decoding-the-travel-advisor-client

## At a glance
- Report explores why travelers use advisors, what they prioritize when selecting one, and which factors drive loyalty and repeat business.
- Research identifies key differences between advisor clients and other travelers, with insights segmented by country including Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, UK and US.
- Findings include advisor client demographics, travel experience patterns, service priorities, trust drivers, and competitive differentiation opportunities for advisors.

## What the report covers
Expedia Group, in partnership with Wakefield Research, conducted custom research into the habits, preferences, support needs and loyalty drivers of travelers who use travel advisors. The survey covered over 5,000 respondents across 10 countries who had used an advisor in the prior 18 months. The report examines traveler demographics, reasons for using advisors, selection criteria, and factors influencing loyalty and satisfaction to help advisors attract and retain clients.

## Key findings
The research characterizes the typical travel advisor client across 10 markets. According to the report, the study explores who these travelers are and what their travel experiences resemble, identifying unique preferences and booking patterns to enable advisors to create exceptional client experiences and encourage repeat bookings.

Travelers use advisors for specific reasons and weigh particular attributes when choosing one. The report investigates why travelers turn to advisors, what services they seek, and which factors they prioritize in selection—insights the report positions as essential for advisors seeking competitive differentiation.

Loyalty and retention depend on measurable trust and satisfaction drivers. The report examines factors that create loyalty with travelers, identifying what prompts them to stay with or leave an advisor, with emphasis on engagement strategies and repeat business development.

The report provides country-level variation alongside global findings. Ten snapshot reports deliver survey insights tailored to individual markets: Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, UK and US, allowing advisors to tailor strategies regionally.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Countries covered in the research | 10 | Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, UK, US; observed data |

## Why it matters
**DMOs & destinations** — Understanding advisor client demographics, travel patterns and preferences enables destinations to refine marketing strategies, develop compelling advisor partnerships, and design experiences that resonate with high-value advisor-sourced visitors. Country-specific insights support localized destination positioning.

**Hotels & hospitality** — Hotel groups can use advisor client insights to optimize commission structures, training programmes and service standards that attract and retain advisor relationships. Understanding what drives loyalty and satisfaction helps hospitality brands differentiate and secure preferential positioning within advisor recommendations.

**Travel tech & distribution** — Tech platforms and GDS providers benefit from understanding advisor workflows, client expectations and loyalty drivers. Insights inform product roadmap priorities, integration needs and feature development that strengthen advisor productivity and client satisfaction, supporting platform competitiveness.

## Methodology and limits
Expedia Group commissioned Wakefield Research to conduct custom research with 5,000+ respondents across 10 countries who used a travel advisor within 18 months prior to the survey. The research employed survey methodology to capture traveler habits, preferences, support needs and loyalty drivers. The source text is a public summary page; the full report and country snapshots are available via registration. Specific sampling methodology, confidence intervals and detailed analytical approach are not disclosed in the publicly available summary.

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© Expedia Group for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://partner.expediagroup.com/en-us/resources/research-insights/decoding-travel-advisor-clients