Expedia Group has released its latest research report, ‘Decoding the Travel Advisor Client,’ shedding light on why travellers rely on advisors, what fosters loyalty, and how travel advisors can effectively connect with their clients.
Conducted in partnership with Wakefield Research, the study reveals emerging traveller trends that are influencing decision-making and planning, offering advisors valuable strategies to attract and retain clients and drive business growth in 2025.
The report is based on insights from a global survey. It includes 10 quick snapshot reports, each with survey results for individual countries, including Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, the UK, and the US. Let us delve into why Indian travellers are increasingly seeking out travel advisors and what keeps them loyal. This research features feedback from Indian travellers who booked with a travel agent in the past 18 months.
Note: ↑↓ Arrows indicate when data points are three percentage points above or below the global average.
Top Reasons to Use a Travel Advisor for Indian Travellers
The following are the key reasons, along with how Indian data compares to the global average:
Time Savings (68 per cent ↑)
Expert Advice (60 per cent↑)
Personalised Services (58 per cent↑)
Special Event Planning (51 per cent↑)
Ability to Handle Travel Emergencies (50 per cent↑)
Selecting Ideal Destination and Accommodation (49 per cent ↑)
Indian travellers have clear priorities regarding using travel advisors, with time savings and expert advice standing out. Also, 51 per cent of Indian travellers prefer to use a travel advisor for special events, versus 25 per cent on average.
Top Influences When Selecting a Travel Advisor
When selecting a travel advisor, Indian travellers place particular importance on certain factors compared to the global average. Here are the top influences driving their decisions:
- Reviews or Recommendations of the Agency (↑): Indian respondents prioritise reviews and recommendations more than the global average, emphasising the value of feedback and trusted opinions when choosing a travel advisor.
- Expertise/Specialisation: Expertise and specialisation in specific travel experiences or destinations are crucial for Indian travellers, as they look for advisors with in-depth knowledge.
- Flexible Payment Options (↑): Indian travellers value Flexibility in payment options, reflecting a desire for payment arrangements that suit their financial needs and preferences.
- Ability to Help with Itinerary Changes When Needed (↑): The capacity to adjust travel plans is a significant factor, with Indian travellers valuing the advisor’s responsiveness and flexibility in handling changes.
- Agency/Advisor’s Online Presence (↑): A strong online presence is key for Indian travellers, as they increasingly rely on digital platforms to gather information, book services, and stay connected with their advisors.
Reviews and recommendations are far more important for Indian respondents when choosing their advisors than for the average traveller globally.
Travel-Related Services Indian Travellers Typically Use a Travel Advisor For
Indian travellers rely on travel advisors for a wide range of services. Here is a breakdown of the services most commonly used, along with how they compare to the global average:
Hotels (73 per cent ↑)
Flight Tickets (71 per cent)
Tours and Activities (57 per cent ↑)
Car Rentals (53 per cent↑)
Train Tickets (45 per cent)
Visa and Passport Assistance (44 per cent ↑)
Vacation Rentals (41 per cent)
Travel Insurance Policies (38 per cent ↑)
Cruise Tickets (30 per cent)
Indian travellers are more likely to use a travel advisor to book the majority of their trip elements than the average traveller globally.
Top Reasons for Staying Loyal to One Travel Advisor
Indian travellers remain loyal to their travel advisors for a variety of reasons. Here is a breakdown of the key reasons, along with comparisons to the global average:
Great Customer Service (74 per cent ↑)
Provides Great Deals (63 per cent ↑)
Good Communication (60 per cent ↑)
Able to Resolve Issues Effectively (54 per cent ↑)
Strong Personal Connection (53 per cent↑)
Experienced and Knowledgeable (53 per cent ↑)
Customer service and providing deals are the main reasons Indian travellers stay with their advisors.
Key Findings of the Research Reveal:
- Indian travellers expect full service.
- Time savings is the # one reason Indians turn to travel advisors (68 per cent).
- Reviews/recommendations of the agency play the most significant role in advisor selection for Indians.
- Indians rely on advisors for more than bookings, with higher-than-average demand for tours and activities, car rentals, and train tickets.
- 84 per cent of Indian travellers have changed their travel advisor in the past five years (versus 62 per cent on average).
How Advisors Can Stay Ahead
Expedia Group’s Travel Agent Affiliate Program (TAAP) is leading the conversation on how advisors can stay ahead by offering:
Competitive Pricing: Advisors can access competitive pricing to provide the best value to their clients.
Extensive Supply: TAAP offers extensive travel options to meet diverse client needs.
User-Friendly Tools: Easy-to-use tools that empower advisors to deliver exceptional service and grow their business in 2025.
By staying informed about these emerging trends and focusing on the factors that drive loyalty and satisfaction, advisors can better serve their clients and thrive in the competitive travel industry.
