For travel advisors looking to grow revenue, few segments offer greater potential than leisure group travel. Larger bookings, stronger client relationships and increased referral opportunities have made groups an increasingly attractive niche — one where choosing the right supplier partner can be a key competitive advantage.
Recent research confirms the momentum. The Adventure Travel Trade Association’s 2026 “Adventure Travel Trends & Insights” report, for example, found that nearly 60% of tour operators reported revenue growth in 2025, while 61% expect higher net profits in 2026.
In addition, the latest 2025 U.S. Family Travel Survey — conducted by the Family Travel Association, the NYU School of Professional Studies Jonathan M. Tisch Center of Hospitality and Good Housekeeping — underscored that multigenerational trips remain strong, with 71% of grandparents having taken one recently and 57% planning one in the future.
The sales potential of group travel is ideal for travel advisors looking to boost their bottom line, according to Sherry Blair, owner of World Travel Jacksonville in Jacksonville, Illinois. “Group travel has been a strong growth opportunity for our agency,” she said. “Travelers are seeking shared experiences with family and friends — and someone to help them during their trip.”
Adrienne Aragon, founder of Osaviva Travel in Calgary, Alberta, noted that group travel can be an especially attractive revenue source. “One group booking brings in what would take me a number of individual trips to earn, but I really only need to work one relationship to land it,” she explained. “There's a big margin advantage.”
Kevin Jackson, founder and chief experience officer at EXP Journeys in Solana Beach, California, has a similar take. “Group bookings on average are higher revenue, more profitable and can create a connection throughout [an] entire family,” he said.
The dollar value of group bookings makes a strong case, according to Siobhan Byrne, owner and founder of Adams and Butler in Dublin, Ireland. “You’re talking about the difference between a booking, maybe, for $20,000, as opposed to a booking for $300,000,” she said. “It's so easy to have a good client and upsell to group bookings with that one client. If you have 20 good clients, you have the potential of getting 20 good group bookings.
Source: CIE Tours
Evolving groups and fresh opportunities
The modern group market has evolved far beyond the 20th-century coach-tour stereotype, according to Blair. “Today's travelers are prioritizing meaningful experiences over material possessions,” she said, noting her agency’s strong sales for extended families, destination weddings, luxury small-group adventures and celebratory travel.
Jackson’s group clients, meanwhile, are seeking privacy and customization. “Private large groups that are utilizing small boutique properties or larger homes has become the fastest-growing sector,” he said.
Denise Ambrusko-Maida, travel advisor and owner of Travel Brilliant in Buffalo, New York, has found success with affinity groups — ranging from professional dog groomers and LGBTQ+ multigenerational groups to itineraries hosted by a local celebrity. “I've gotten a lot of publicity for our LGBTQ+ family groups,” she said. Her agency has also organized group trips hosted by local TV personality Linda Pellegrino. “For folks that have always wanted to do Europe but were a little nervous, going with a trusted person that they recognize has been really great,” she said.
Building value — and repeat business
Group travel is, by nature, a complex concept, since it often involves travelers with diverse interests, personalities and budgets. That makes the role of a travel advisor especially important.
Partnering with trusted suppliers helps when navigating these complexities, according to Blair. “We as the advisor need to know the tour operator we've chosen to work with and know that they will be our advocate in case there are issues with the group, both before and during the trip,” she said. “The clients are coming to us for a service, and we need to let them know that we are their advocate from start to finish.”
Blair noted that relationships with suppliers also helps advisors to add extras like discounts, free transfers and upgrades. “Clients are willing to pay a good price but want to be assured they're getting a good value and that I am working for the best experience available for them at the best price,” she said.
Ambrusko-Maida said that elevating the group experience through perks with preferred suppliers also helps foster repeat business. “It's not necessarily that they're going to give me an extra 2% commission,” she said. “At the end of the day, that's not the most motivating thing for me. It’s more that I can ask for something that's going to make my guest experience even better. And then they’re going to book another trip. It's more about that next trip than that extra commission.”
Ambrusko-Maida also looks to one special type of person to help build group sales. “It starts with that one Pied Piper,” she said. “Once you do it once and do it well, people will come back to you.”