Clients value expertise and relationships

Personal relationships and expertise, two of the top reasons advisors say their clients book with them, often go hand in hand.

Linda Scroggins, CEO of Affluent Luxury Travel in Frisco, Texas, has expertise in sports and luxury travel, which she said helps her gain the trust of professional athletes and entertainers.

“I understand their lives,” Scroggins said. “After a season in the spotlight, they want to go off-grid, whether it’s solo, with friends or with family. They trust me to provide a level of discretion and privacy that lets them move anonymously, enjoy their downtime and truly relax.”

The relationships she builds with them — ensuring “they feel seen, heard and genuinely understood” — influences their decision to continue booking with her agency, she said.

Only 2% of advisors say offering the most competitive price is why clients choose them. Scroggins actually finds that her decision to charge for her services draws clients in.

“I’ve had clients tell me that they would rather work with an advisor who charges fees versus one who doesn’t,” she said. “To them, it signals confidence, integrity and professionalism.”

—Teri West

Ocean cruises from the U.S. typically take the top spot when it comes to agency booking share, and combined with sailings from international departures, cruises account for a third of agency gross bookings. It’s no surprise that cruising remained on top in 2024, when lines reported gangbuster sales as they set records for booking volumes and price levels.

All-inclusive resorts, meanwhile, represented 13% of agency gross bookings in 2024, down slightly from the prior year as demand normalized further after hitting pandemic-era highs. By mid-2024, the sector showed signs of plateauing, with Hyatt’s Inclusive Collection posting lower room revenue growth and Sandals citing a “normalization in booking patterns.”

This year, however, shows renewed momentum: Hyatt reported its all-inclusive business significantly outperformed domestic U.S. leisure in the first quarter. Amid the current economic uncertainty, travelers appear to favor vacations that enable them to lock in their budget, something both cruises and all-inclusives offer.

—Christina Jelski, Teri West and Johanna Jainchill