# U.S. Travel Agents: Proving to be Resilient and Thriving

**Publisher:** Phocuswright  
**Published:** n/a  
**Category:** Research, media & analysts  
**Type:** Report  
**Access:** Free  
**Official source:** https://www.phocuswright.com/Travel-Research/Research-Updates/2024/us-travel-agents-proving-to-be-resilient  
**Canonical:** https://tourismintel.ai/reports/u-s-travel-agents-proving-to-be-resilient-and-thriving-phocuswright

## At a glance
- Travel agency gross bookings jumped 120% in 2022 after a 74% plunge in 2020, signalling strong recovery from pandemic disruption.
- U.S. travel agency market projected to exceed 2019 value in 2024, with gross bookings reaching $141.3 billion by 2026.
- Survey of 1,300+ U.S. travel advisors reveals advisors adopting technologies and specialisations to maintain competitive advantage versus online channels.
- Market growth expected to normalise to single digits post-2024 after unprecedented leisure travel surge in 2022–2023.

## What the report covers
This Phocuswright report, produced jointly with Travel Weekly, tracks the U.S. travel agency distribution landscape and market size. Based on comprehensive market sizing and a survey of over 1,300 travel advisors, it examines market dimensions, advisor demographics, client profiles, revenue sources, product mix, distribution channels and industry outlook through 2026. The research documents how travel agencies have adapted to competition from online travel agencies and pandemic disruption.

## Key findings
Travel agency gross bookings experienced severe contraction in 2020, declining 74% according to the report. Recovery accelerated sharply in 2021–2022, with bookings jumping 120% in 2022 as leisure travel demand surged. Following projected 26% growth in 2023, the market is forecast to exceed its pre-pandemic 2019 value in 2024, marking full recovery.

The report projects normalisation of market growth rates post-2024 to single digits. Gross bookings are forecast to reach $141.3 billion in 2026. This trajectory reflects transition from extraordinary post-pandemic demand to sustainable, mature-market growth patterns in the U.S. travel agency sector.

Survey findings reveal travel advisors have evolved by adopting new technologies and specialisations to serve clients. The report emphasises that advisors maintain competitive viability through strong relationships, expertise and service quality—differentiators against self-service online channels that have disrupted the sector since 2006.

Research scope encompasses agency market size with 2026 projections, typical advisor demographics and client profiles, revenue sources and top products, distribution channels, and future industry outlook including key challenges and NDC impact. The methodology combined comprehensive market sizing with advisory-level survey data across the U.S. market.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Travel agency gross bookings decline in 2020 | −74% | Observed; pandemic impact |
| Travel agency gross bookings growth in 2022 | +120% | Observed; post-pandemic recovery acceleration |
| Travel agency market growth projection for 2023 | +26% | Projected |
| Projected travel agency gross bookings in 2026 | $141.3 billion | Forecast; U.S. market |
| Survey sample size of U.S. travel advisors | 1,300+ | Survey respondents; basis for advisor profile and business overview |
| Expected market growth rate post-2024 | Single digits | Forecast; normalisation after pandemic boom |

## Why it matters
**DMOs & destinations** — Travel agencies remain a significant distribution channel despite digital disruption; the $141.3 billion 2026 forecast indicates sustained agency-led bookings. DMOs should maintain relationships with agency networks and understand advisor specialisations, as agencies prove resilient in packaging and promoting destination experiences to affluent, relationship-driven leisure segments.

**Hotels & hospitality** — Travel agencies generated unprecedented booking volume in 2022–2023 and remain forecast to grow, albeit at normalised rates. Hotels should evaluate agency commission structures and technology integrations in light of market maturation. Understanding advisor specialisations and client demographics helps hotels position inventory and services competitively against direct and OTA channels.

**Travel tech & distribution** — The report documents advisor adoption of new technologies to compete against online channels, signalling continued investment in agency-facing platforms and tools. NDC impact and future challenges are noted as key research topics. Tech vendors should monitor advisor technology trends and specialisation demands as the market stabilises post-pandemic.

## Methodology and limits
The report combines comprehensive market sizing with a survey of over 1,300 U.S. travel advisors conducted jointly by Phocuswright and Travel Weekly. Market projections extend through 2026. The research captures advisor demographics, client profiles, revenue sources, products and distribution channels. This brief is based on the publicly available summary; the full report details are accessible via subscription. Specific survey methodology limitations and confidence intervals are not disclosed in the source text.

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© Phocuswright for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.phocuswright.com/Travel-Research/Research-Updates/2024/us-travel-agents-proving-to-be-resilient