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Worldmetrics report 2024, travel agent industry statistics.

Last Updated: May 6, 2024

Highlights: The Most Important Statistics

In 2020, travel agency revenue worldwide was approximately 72.41 billion USD.

In 2021, the annual growth rate of the travel agency industry is predicted to be 29.5%.

The travel agencies sector in the USA was expected to employ around 88,000 people in 2020.

In 2021, the average revenue per user (ARPU) in the Travel Agencies segment is projected to amount to $424.94.

As of 2020, travel agents earn approximately 85% of their revenue from commissions.

66% of users in the Travel Agencies market are aged 25-44 in 2021.

Approximately 69% of travel bookings were made by travel agents in 2019.

In 2021, the Travel Agents industry in the U.S. has a market size of $17 billion.

Corporate travel accounts for about 30 percent of all bookings made through travel agents.

About 40% of all U.S. travel agents work in the state of California or Florida.

16% of US travel agencies cater exclusively to business travel.

The UK travel agencies and tour operators had a market value of 34.3 billion GBP in 2019.

• Travel agency services accounted for approximately 80% of Canada's total travel receipts in 2017.

77% of US travel agencies are small businesses with fewer than 10 employees.

In 2018, travel agents accounted for 82% of all cruise bookings.

Only 15% of travel agencies worldwide are online.

In 2021, 72% of baby boomers in the US booked their vacations through a travel agent.

64% of luxury travel is booked via travel agents.

In 2019, around 30 percent of all travel agents in the United States were aged between 55 and 64.

The Latest Travel Agent Industry Statistics Explained

The statistic that travel agency revenue worldwide was approximately 72.41 billion USD in 2020 represents the total amount of revenue generated by travel agencies globally during that year. This figure reflects the economic activity within the travel industry, encompassing revenue earned from various services such as booking accommodations, transportation, and activities for travelers. The revenue generated by travel agencies is an important indicator of the health and performance of the travel and tourism sector, which has been significantly impacted by the COVID-19 pandemic in 2020. The revenue figure provides insight into the overall financial well-being of travel agencies and highlights the challenges faced by the industry due to travel restrictions, lockdowns, and reduced consumer spending during the pandemic.

The statistic indicates that based on projections for the year 2021, the travel agency industry is anticipated to experience significant growth with an annual growth rate of 29.5%. This implies that the industry is expected to expand by nearly one-third of its current size over the course of the year. Factors driving this growth could include a rebound in travel demand as COVID-19 restrictions ease, increased consumer confidence, and pent-up travel activity after a period of reduced mobility. Such a high growth rate suggests positive prospects for the travel agency industry in 2021, although it is important to closely monitor changing economic conditions and travel trends that could impact this forecast.

The statistic that the travel agencies sector in the USA was expected to employ around 88,000 people in 2020 provides an estimate of the size of the workforce within this particular industry. This figure gives us insight into the level of employment opportunities available within the travel agencies sector and serves as a measure of the sector’s contribution to the overall economy in terms of job creation. By understanding the expected employment level, policymakers, business leaders, and other stakeholders can make informed decisions regarding workforce planning, industry regulations, and economic growth strategies. Additionally, changes in this statistic over time can indicate trends in the sector’s performance and potential shifts in consumer behavior or market dynamics.

The statistic states that in 2021, the average revenue per user (ARPU) in the Travel Agencies segment is projected to be $424.94. This means that, on average, each user or customer of travel agencies is expected to generate a revenue of $424.94 for the businesses within this sector. The ARPU metric is important for companies as it helps them understand how much revenue they can expect from each customer or user, allowing them to make strategic decisions regarding pricing, marketing strategies, and customer acquisition. In this context, a higher ARPU indicates that customers are spending more on average, which can be indicative of strong customer loyalty, effective pricing strategies, and potential for revenue growth within the travel agencies industry.

This statistic indicates that for the year 2020, a significant portion of revenue earned by travel agents, approximately 85%, came from commissions. Travel agents typically earn commissions from booking services such as flights, accommodation, tours, and other travel-related activities for their clients. This reliance on commissions suggests that the majority of travel agents’ revenue is directly tied to the number and types of bookings they secure for their clients. The statistic underscores the importance of successful client engagements and effective sales strategies in generating income for travel agents in the industry.

In 2021, 66% of users in the Travel Agencies market were aged between 25 and 44 years old. This statistic indicates that a significant majority of individuals utilizing services offered by travel agencies fell within this age range, suggesting that individuals in their young adulthood to early middle age were the primary demographic engaging with travel agencies. This information could be valuable for businesses operating in the travel industry, guiding their marketing strategies and services towards meeting the preferences and needs of this target demographic in order to attract and retain customers effectively.

The statistic indicates that in 2019, around 69% of travel bookings were facilitated through the services of travel agents. This suggests that a significant portion of individuals and organizations preferred to use travel agents to plan and arrange their travel itineraries, whether for leisure or business purposes. The reliance on travel agents could be attributed to factors such as convenience, expertise, personalized service, and potentially better deals that these professionals can offer. This statistic highlights the continued relevance and significance of travel agents in the travel industry, despite the increased availability and popularity of online booking platforms.

The statistic that the Travel Agents industry in the U.S. had a market size of $17 billion in 2021 indicates the total value of all goods and services produced within that industry over the course of the year. This figure represents the collective revenue generated by travel agent companies operating in the United States during 2021, encompassing sales of travel packages, bookings, and other services provided to customers. The market size of $17 billion reflects the economic significance of the Travel Agents industry within the U.S. market, highlighting the industry’s contribution to the overall economy and its role in facilitating travel services for consumers across the country.

The statistic indicates that approximately 30 percent of all bookings made through travel agents are related to corporate travel. This means that a significant portion of the travel agent industry’s revenue comes from organizing business trips for individuals or companies. Corporate travel encompasses arrangements such as flights, accommodations, car rentals, and other travel services required for business purposes. This data point highlights the importance of corporate travel in the travel agent sector and suggests that a considerable segment of travelers rely on travel agents to facilitate their business trips effectively.

The statistic that about 40% of all U.S. travel agents work in the states of California or Florida suggests a substantial concentration of travel agent employment in these two states. This finding may be indicative of a higher demand for travel services in these popular tourist destinations, leading to a larger workforce of travel agents to cater to the needs of travelers. The geographical distribution of travel agents can be influenced by various factors such as the size of the tourism industry, population density, and economic conditions in each state. Understanding this concentration of travel agents in California and Florida could provide insights into the dynamics of the travel industry in these states and inform decision-making for businesses operating in the travel sector.

The statistic that 16% of US travel agencies cater exclusively to business travel indicates that a significant portion of travel agencies in the United States specialize in providing services tailored specifically for corporate clients. This suggests a notable demand for travel services related to business trips, such as booking flights, accommodations, and transportation arrangements for professionals traveling for work purposes. The statistic highlights the importance of the business travel market segment within the travel industry and underscores the specialization and diverse offerings of travel agencies to meet the unique needs of corporate travelers.

The statistic indicates that the collective market value of travel agencies and tour operators in the UK reached 34.3 billion GBP in 2019. This figure represents the total worth of all the businesses within the travel industry that provide booking services, packages, and overall travel arrangements to customers. The market value is a critical metric that reflects the overall financial health and activity levels within the industry, showcasing the significant economic contributions made by travel agencies and tour operators in the UK during the specified year.

Travel agency services accounted for approximately 80% of Canada’s total travel receipts in 2017.

This statistic indicates that in 2017, travel agency services made up a significant portion of Canada’s total travel receipts, representing approximately 80% of the overall earnings from the travel industry. This suggests that a large majority of the revenue generated in the travel sector in Canada can be attributed to the services provided by travel agencies, such as booking accommodations, transportation, and activities for tourists. The statistic reflects the importance and influence of travel agencies in facilitating and organizing travel arrangements for individuals and groups visiting or traveling within Canada, highlighting their pivotal role in driving and sustaining the country’s tourism industry.

The statistic stating that 77% of US travel agencies are small businesses with fewer than 10 employees indicates a significant portion of the travel agency industry in the United States is composed of small-scale ventures. This suggests that the majority of travel agencies in the country operate on a smaller scale, which can impact their operational capacities, services offered, and market competitiveness. Small travel agencies may have limited resources and capabilities compared to larger firms, potentially leading to different business strategies and target markets. Understanding the prevalence of small businesses in the sector is crucial for assessing the diversity and dynamics within the travel agency industry and can inform decision-making processes related to support programs, industry regulations, and strategic partnerships.

The statistic “In 2018, travel agents accounted for 82% of all cruise bookings” indicates that a significant majority of cruise bookings that occurred in 2018 were made through travel agents. This suggests that travel agents played a crucial role in facilitating the booking process for individuals or groups looking to go on a cruise. The high percentage of bookings through travel agents implies that these professionals served as intermediaries between cruise companies and customers, helping to streamline the booking process and provide valuable assistance and expertise to clients. This statistic highlights the importance of travel agents in the cruise industry and underscores their impact on the booking decisions of customers in 2018.

The statistic that only 15% of travel agencies worldwide are online indicates a relatively low adoption rate of online platforms within the travel industry. This figure suggests that a significant portion of travel agencies still operate through traditional brick-and-mortar establishments or offline channels. The low percentage could be attributed to various factors such as technological barriers, lack of resources for digital transformation, or simply a preference for traditional business practices. The statistic highlights a potential opportunity for growth and expansion within the industry as more travel agencies may consider transitioning to online platforms to enhance their reach, efficiency, and competitiveness in the global marketplace.

The statistic indicates that in 2021, 72% of individuals belonging to the baby boomer generation in the United States chose to book their vacations through a travel agent. This suggests that a significant majority of baby boomers preferred the assistance and expertise provided by travel agents when planning their vacations. Factors such as personalized service, convenience, and potentially a desire for guidance and assurance in uncertain times may have influenced this high utilization of travel agents among baby boomers. This statistic highlights the continued relevance and importance of travel agents in the modern travel industry, particularly for certain demographic groups like baby boomers who value the experience and support offered by travel professionals.

The statistic that states 64% of luxury travel is booked via travel agents indicates that a significant portion of high-end travel arrangements are facilitated through the services of travel agents. This suggests that individuals who are seeking luxury travel experiences value the expertise and assistance provided by travel agents in planning and booking their trips. The high percentage also highlights the important role that travel agents continue to play in the luxury travel industry, offering personalized services, access to exclusive deals, and expert guidance to clients seeking unique and high-quality travel experiences.

The statistic “In 2019, around 30 percent of all travel agents in the United States were aged between 55 and 64” suggests that a significant portion of individuals working as travel agents in the U.S. during that year fell within the age range of 55 to 64. This statistic implies that there was a notable concentration of older individuals within the travel agent industry at that time, indicating potential demographic trends or characteristics of the workforce in this sector. Understanding the age distribution of travel agents can provide insights into workforce dynamics, potential generational shifts, and the overall composition of the industry.

Based on the Travel Agent Industry statistics presented, it is clear that despite challenges such as online booking platforms and consumer preferences shifting towards self-booking, travel agents continue to play a vital role in the travel industry. Their expertise, personalized service, and ability to navigate complex travel arrangements remain valuable assets for travelers seeking convenience and peace of mind. As the industry evolves, it is essential for travel agents to adapt to changing trends and leverage technology to enhance their services and remain competitive in the market.

0. – https://www.travelpulse.com

1. – https://www.tourradar.com

2. – https://www.travelmarketreport.com

3. – https://www.statista.com

4. – https://skift.com

5. – https://www150.statcan.gc.ca

6. – https://www.ibisworld.com

7. – https://hostagencyreviews.com

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Travel agents

Detailed Occupation

Travel agents are most often employed by the Travel arrangements & reservation services industry. The average yearly wage for Travel agents was $46,529 in 2021.

The locations that employ the most Travel agents are Spring Valley & Summerlin South PUMA, NV , Arcadia, San Gabriel & Temple City Cities PUMA, CA , and Scottsdale City (Southwest) & Paradise Valley Town PUMA, AZ . The locations with a relatively high concentration of Travel agents are Scottsdale City (Southwest) & Paradise Valley Town PUMA, AZ , Arcadia, San Gabriel & Temple City Cities PUMA, CA , and Northfield & New Trier Townships PUMA, IL .

briefcase Employment

Employment and salary information for the Travel agents workforce. Travel agents workforce in 2021 was 61,125 people, of which 79.9% were women and 20.1% were men. Travel agents are paid most in Miami City (East) & Key Biscayne Village PUMA, FL but are relatively concentrated in Scottsdale City (Southwest) & Paradise Valley Town PUMA, AZ .

Employment Over Time

The Travel agents workforce in 2021 was 61,125 people (79.9% women and 20.1% men). This implies an average annual growth of −2.33% between 2014 (62,584) and 2021 (61,125).

Employment by Location

This map shows the states in the United States shaded by average wage for Travel agents.

During 2021, the states that concentrated the best average annual wage were Connecticut ($154,438), District of Columbia ($87,928), and Delaware ($68,257).

Yearly Wage Ranking

In 2021, Travel agents earned an average of $46,529, $13,066 less than the average national salary of $59,596

The graph shows the ranking of Travel agents in relation to all Detailed Occupation in 2021.

Wage Distribution

In 2021, Travel agents had a wage GINI coefficient of 0.398, which is lower than the national average of 0.478. In other words, wages are distributed more evenly for Travel agents (shown in red) than for the overall labor force (shown in gray).

The graphic shows the distribution of average salaries by buckets for Travel agents compared to the entire workforce in the country.

rig Industry

Information on the industries that employ Travel agents and on wages for those in the field. Travel arrangements & reservation services is the industry that employs the most Travel agents, both by share and by number, though the highest paid industry for Travel agents, by average wage, is Management of companies & enterprises ($88,216).

Occupations by Industries

This graphic shows the share of Travel agents employed by various industries. Travel arrangements & reservation services employs the largest share of Travel agents at 98.1%, followed by Nondepository credit & related activities with 0.952% and Water transportation with 0.913%.

geosearch Diversity

Demographic information on Travel agents in the US. The workforce of Travel agents in 2021 was 61,125 people, with 79.9% woman, and 20.1% men. The average age of male Travel agents in the workforce is 46.5 and of female Travel agents is 50.4, and the most common race/ethnicity for Travel agents is White.

Gender and Age

The workforce of Travel agents in 2021 was 61,125 people, with 79.9% woman, and 20.1% men.

The age ranges that concentrated the largest workforce were 50 to 54 years (8,652 people), 55 to 59 years (8,059  people), and 45 to 49 years (7,327 people). Among them they concentrated 39.5% of the total workforce.

In 2021, 10.6% of Travel agents workers were Hispanic and 89.4% non-Hispanic.

The treemap shows the distribution of Hispanic workers according to their origin, highlighting Mexican (66.2%), Puerto Rican (18.3)%, and Colombian (15.5)%

You can review this information by gender using the selectors above.

In 2021, 75.4% of the Travel agents workforce were White, of which 81.4% were women and 18.6% men. Other races that concentrated a significant number of workers were Black (8.6%) and Asian (7.69%).

learning Education & Skills

Data on higher education choices for Travel agents from The Department of Education and Census Bureau. The most common major for Travel agents is Business but the most specialized major according to RCA in 2021 were Language & Linguistics .

Among the necessary skills for Travel agents, Active Listening stands, but the revealed comparative advantage (RCA) shows that Travel agents need more than the average amount of Service Orientation.

The most common majors achieved by Travel agents in 2021 (counting all academic degrees) were Business (6,886 people), Social Sciences (2,665 people), and Communications (2,041 people).

You can review this information for different academic grades by modifying the option selected in the selector above.

Education Levels

The main educational levels achieved by the Travel agents workers were Bachelors Degree (19,471 people), Some college (16,430 people), and High School or Equivalent (11,750 people).

The graphic shows the Travel agents workforce by gender and educational level.

Data on the critical and distinctive skills necessary for Travel agents from the Bureau of Labor Statistics. Travel agents need many skills, but most especially Active Listening, Service Orientation, Reading Comprehension.

timeline-line-chart Projections

Projections on job growth for Travel Agents from the Bureau of Labor Statistics. The 10-year national workforce is projected to grow 3.71%, but Travel Agents are expected to see a growth of −25.9% over the same period. This occupation is expected to grow less than the national average.

This line chart shows the projected 10-year growth in the number of jobs for Travel agents. This profession is expected to grow less than than 3.71%, the average rate of national job growth.

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Who Uses a Travel Agent in This Day and Age?

Industry veterans such as Kerl Commock say that some travelers still prefer booking through an agency because it saves them time and makes flight cancellations less stressful.

The travel industry has seen a lot of changes in the last two decades. According to the Bureau of Labor Statistics, the number of full-time travel agents in the U.S. dropped from a high of 124,000 in 2000 to around 74,000 in 2014 . The business model of travel agencies has changed, mostly due to the rise of online booking but also due to the popularity of telecommuting, which has rendered many business trips unnecessary.

More recently, there’s been talk of the travel industry bouncing back as the economy recovers. Based on a survey of 14,000 households, the American Society of Travel Agents reports that it is currently seeing the highest numbers of consumers booking through travel agents in three years. The most common reason provided for doing so? Travelers said it saved them time. Though travel agencies’ business isn’t expected to return to pre-internet levels, online booking has, even as it has flourished, shown travelers the frustrations that can come with booking travel themselves—and that outsourcing the stress of arranging travel can be worthwhile.

Kerl Commock lives in Orlando. She’s been working as a travel agent for over 30 years and currently works at Balboa Travel, a California travel agency that has been in the business for nearly half a century. For The Atlantic’s series of interviews with American workers , I spoke with Commock about the stresses of booking travel, TSA lines, and the rise of online booking. The interview that follows has been lightly edited for length and clarity.

Bourree Lam : How did you start at Balboa and when did you start working as a travel agent?

Kerl Commock : I started with Balboa through a friend. We worked together in Texas, and she was working with Balboa and called to recommend me to work as a travel agent. I've been a travel agent for 32 years. I've done just about everything in the industry. I started off with vacation. I've done military—my husband is in the military so I worked on a military base. I've done student travel; I used to work at a travel agency at American University. And now, I do corporate.

Lam : What does that entail?

Commock : There's two parts. There's leisure, which is your vacation department. With corporate travel, we largely focus on corporations that book travel for their employees for their meetings and business travel. I find out what their travel need is—air, hotel, cars, limos, car service, domestic train and track, Euro rail—and book whatever the clients need.

Lam : Is booking corporate travel harder or easier than vacation or student travel?

Commock : It's easier, and it's different too. They're going to a particular destination, so especially if they're going to a meeting—“I need to be at this place, on these dates, at this time”—it's within certain parameters we follow depending on the account we're working on. Businesses have different travel policies: whether they can fly business class, etc. If they have a particular airline or hotel preference, they'll tell you.

With vacation travel, it's different. You might have a client come in, and they're not sure and they're more flexible. They might want to go on a cruise. They may want to go to the Caribbean. You pretty much have to lead them in a direction. They're relying on you to help them get to where they want to go. It's also their budget. They know how much they want to spend.

Lam: How have you seen things change in the last 30 years?

Commock : Well of course, the internet! [Laughs] At one point, we used to have a local travel agency that people go to, and they sit down and talk. It's open during certain hours. Now, with the internet, everything is available to [the clients] at their fingertips, whether it's 1 a.m. or 6 a.m.—they can go on their computer and research or book anything at anytime. So the internet really has been a big factor in the industry. Balboa is a 24-hour operation: We have our regular business hours, but our after-hours agents are there to assist in case of emergencies. That makes us accessible to both our domestic clients and clients overseas.

Lam : How have you adapted to the rise of online booking?

Commock : The good thing with having a travel agent is our knowledge. Most of us have been in this industry for a very long time, so we know some of the ins and outs of travel. With our reservation system, we can access the lowest fares and we can see all the airlines.

Also, the different types of fares: Sometimes you're looking at the lowest fare, but that might not be the best value. A lot of the airlines are having these instant-purchase, non-refundable, no-changes tickets, and all that. We can advise them that for a little bit more, you can have tickets that you can change for a nominal fee, or provide you with a seat assignment, or change the date of departure. Sometimes, the lowest fee might not be the best value. This is where we need to assist them, in making these decisions. Even with the hotels, we have different programs that we use.

Another thing too—and I've seen this recently, in the last couple of years especially—there's been a lot of weather delays. There's been so many weather delays, and we have our clients calling us … they're standing in line, their flight just got cancelled and we've been able to assist them immediately. For example: “There's another flight in an hour, let me see if I can get you onto that flight. Let me see if I can get you on another airline.” And it gets them out of that line, it gets them out from being on hold with an airline for half an hour and gets them to their destination. This is where our value comes in. Booking online, when there's an issue they have to make a phone call and hold. That's time they're wasting, and we can get them to their destination quickly.

Lam : It seems that using a travel agent, even though there's a cost, can help people feel less frustrated in stressful travel situations. Do you get a lot of clients calling who are stressed and looking to you to solve their problems?

Commock : Yes, we do. With travel, there's so much uncertainty. And we're here to help alleviate that stress. Even the TSA line, it might be longer than anticipated. They might miss a flight because of that. Whatever the reason, they have us and they can call. I have clients calling from the taxi: “I'm going to miss my flight, I don't think I'm going to make it! What can you do?” I can try to get them on another flight in an hour. Service: That's what the travel agency provides that makes us viable today.

Lam : Do you use a travel agent? Or do you use your expertise to book travel for yourself?

Commock : [Laughs] Despite being in the travel industry for so long, I don't use one. I rely on my own expertise and all the other Balboa employees that are here to help me if there's something I need assistance with. We rely on each other. We have so many people here who speak different languages, too. So if we get a call and there's someone who speaks Spanish, or Portuguese, we can get another agent who can assist. I know I have resources here.

Lam : What's the hardest thing about your job?

Commock : My hardest thing is overcoming the perception that clients can book online and not recognizing the value of booking with a travel agency. They have a computer that they can go to at any time, feeling like after they hit purchase that's it. We have that added value that we're going to help them beyond that ticket, if there's an issue or weather delay. You're not just purchasing a ticket—you're purchasing our services.

This interview is a part of a series about the lives and experiences of members of the American workforce , which includes conversations with a hotel manager , a retail salesperson , and a crew chief.

This article is part of our Inside Jobs project, which is supported by a grant from the Rockefeller Foundation.

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Employed full time: wage and salary workers: travel agents occupations: 16 years and over (leu0254497900a).

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Units:   Thousands of Persons , Not Seasonally Adjusted

Frequency:   Annual

Wage and salary workers are workers who receive wages, salaries, commissions, tips, payment in kind, or piece rates. The group includes employees in both the private and public sectors but, for the purposes of the earnings series, it excludes all self-employed persons, both those with incorporated businesses and those with unincorporated businesses. For more information see https://www.bls.gov/cps/earnings.htm The series comes from the 'Current Population Survey (Household Survey)' The source code is: LEU0254497900

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U.S. Bureau of Labor Statistics, Employed full time: Wage and salary workers: Travel agents occupations: 16 years and over [LEU0254497900A], retrieved from FRED, Federal Reserve Bank of St. Louis; https://fred.stlouisfed.org/series/LEU0254497900A, May 15, 2024.

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U.S. travel agents: Proving to be resilient and thriving

When Phocuswright began tracking the travel agency distribution landscape in 2006, the rise of online travel agencies was forcing travel advisors to prove their value - or risk extinction. As the online travel market has continued to evolve, changing business models and pandemic-era disruption have challenged agencies and advisors. Throughout, travel agencies have proven resilient, and the market is thriving. According to Phocuswright’s travel research report U.S. Travel Agency Landscape 2023 , today's travel advisors have evolved to adopt new technologies and specializations to meet the needs of travel agency clients via strong relationships, service and expertise.

As leisure travel demand exploded in 2022 and 2023, travel agencies achieved unprecedented growth. After plunging 74% in 2020, the recovery that started in 2021 accelerated as travel agency gross bookings jumped 120% in 2022 (see figure below). Following a projected 26% growth in 2023, the travel agency market will exceed its 2019 value in 2024. At that time, market growth will normalize to single digits, and gross bookings will reach $141.3 billion in 2026.

U.S. Travel Agency Landscape 2023 is part of a joint research project with Phocuswright and Travel Weekly, tracking the travel agency distribution landscape and overall market size. Based on a comprehensive market sizing exercise, along with a survey of more than 1,300 U.S. travel advisors, key topics include:

• Size of the U.S. travel agency market, featuring projections through 2026
• The typical travel advisor profile: key advisor demographics and insights into the clients they serve
• Agency business overview: revenue sources, top products and distribution channels
• Future industry outlooks, including key challenges and the impact of NDC

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Demographics

Travel Agent demographics and statistics in the US

Travel agent demographics research summary. Zippia estimates travel agent demographics and statistics in the United States by using a database of 30 million profiles. Our travel agent estimates are verified against BLS, Census, and current job openings data for accuracy. Zippia's data science team found the following key facts about travel agents after extensive research and analysis:

• There are over 29,992 travel agents currently employed in the United States.
• 78.1% of all travel agents are women, while 21.9% are men .
• The average travel agent age is 50 years old.
• The most common ethnicity of travel agents is White (66.4%), followed by Hispanic or Latino (13.1%), Asian (8.7%) and Black or African American (7.2%).
• Travel agents are most in-demand in Miami, FL.
• The technology industry is the highest-paying for travel agents.
• 17% of all travel agents are LGBT .

Travel Agent gender statistics

• Female , 78.1%
• Male , 21.9%

Travel Agent gender ratio

Travel agent gender pay gap.

Women earn 98¢ for every $1 earned by men

Travel Agent gender ratio over time

Travel agent gender ratio by year, travel agent related jobs gender ratio.

We compared travel agents with similar job titles to see how gender ratios vary. As you can see, proprietary trader and floor trader have the biggest gender ratio gaps.

Travel Agent demographics by race

• White , 66.4%
• Hispanic or Latino , 13.1%
• Asian , 8.7%
• Black or African American , 7.2%
• Unknown , 4.4%
• American Indian and Alaska Native , 0.2%

Travel Agent Race

Travel agent race and ethnicity over time.

See how travel agent racial and ethnic diversity trended since 2010 according to the United States Census Bureau data.

• Hispanic or Latino
• Black or African American

Travel Agent race and ethnicity by year

Travel agent wage gap by race, average travel agent age, travel agent age by race and gender, travel agent age breakdown.

30-40 years

20-30 years

Travel Agent educational attainment

• Bachelor's , 39%
• Associate , 25%
• High School Diploma , 17%
• Diploma , 7%
• Other Degrees , 12%

Travel Agents by degree level

Travel agent jobs you might like, travel agent wage gap by degree level, travel agent employment statistics, company size where travel agents work.

< 50 employees

50 - 100 employees

100 - 500 employees

500 - 1,000 employees

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Travel agent jobs by company type, travel agent jobs by sector, travel agent jobs by industry.

The most common industries for travel agents are hospitality, professional and retail.

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Travel Agent industry statistics

Travel agent turnover and employment statistics, travel agent unemployment rate over time.

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Travel Agent unemployment rate by year

Average travel agent tenure.

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Travel Agent tenure statistics

Travel agent lgbt ratio compared to similar jobs, similar travel agent jobs lgbt demographics, foreign languages spoken by travel agents.

• Spanish , 46.2%
• French , 11.5%
• German , 7.5%
• Portuguese , 6.0%
• Italian , 5.3%
• Other , 23.5%

Travel Agent languages spoken

Travel agent jobs, travel agent location demographics.

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Which city has the most Travel Agents?

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Travel agent demographics faqs, how many travel agent are there in the us, what percentage of travel agents are black, what race are most travel agents, are travel agent jobs male - dominated, how old is the average travel agent, search for travel agent jobs, related jobs demographics.

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Travel Agency Statistics 2023

• / Travel Agency Statistics

Explore Travel Agency Stats on Industry Trends, Bookings, Sales, Fees & More!

In 2020, the world travel and tourism sector suffered a massive loss of nearly $4.5 trillion due to COVID-19, with accommodation and travel agencies seeing the sharpest decline in turnover during the first lockdown, falling to 9.3% of their February levels in May 2020. Many high street travel agents were forced to close numerous stores, and remote home working has changed how some travel agents operate.

What is clear is that, although the industry took a huge hit now travel has opened again there is a bigger demand for travel agents and the support they can provide for any travel issues or cancellations customers may face and they offer a bigger peace of mind for those booking travel.

Read on for more on this industry as we take a dive into the statistics below.

KEY TRAVEL AGENT STATISTICS:

In 2020, the world travel and tourism sector suffered a massive loss of nearly $4.5 trillion due to COVID-19.

Accommodation and travel agencies saw the sharpest decline in turnover during the first lockdown, falling to 9.3% of their February levels in May 2020.

UK-based STA Travel was forced to close in mid-2020, closing more than 50 shops.

Australian travel agency Flight Centre closed 421 out of its 740 stores.

76% of travel agents saw an increase in customers in 2021 compared to before the pandemic, with 81% saying they were hearing from customers who had never used a travel agent before.

27% always or often used a travel agent prior to the pandemic. But 44% said they were more likely to use a travel agent after the pandemic is over.

As of 2023, there are over 400,000 people employed in the Travel Agencies industry in the US. 

The market size of the travel agency industry worldwide reached $475 billion U.S. dollars as of January 2023.

Top travel companies often collaborate with hotels and restaurants to ensure mutual growth. For this reason, commission acquired from associates makes up 78% of the revenue in this industry.

Agencies can save customers on average $452 per trip as they have access to promotions and deals from suppliers that travellers do not.

66% of travellers say that their agent helped them avoid costly inconveniences and mistakes.

55% of travellers have said that they must have sought out information from too many sources before deciding.

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How did covid-19 impact travel agencies, do people still use travel agents, how much money do travel agents make, how do travel agencies make money, what are the benefits of using a travel agent, travel agencies post covid-19.

More than 43% of travel agencies said that they had laid off or furloughed three-quarters or more of their staff.

As of June 2021, revenues for travel agents and tour operators were consistently down between 86-90% each month since February 2020. 

26,800 travel agents and tour operator staff were still on furlough on July 31, 2021.

57% of SME travel agents said they would not be able to survive more than 3 months based on June 2021 trading conditions and Government support.

A huge number of businesses had to close during and post-COVID-19.  Lack of revenue and high demand for refunds has taken its toll on many traditional travel agencies. 

German tour operator TUI closed 166 stores throughout the UK and Ireland in 2020, and a further 48 in 2021.

British travel company Hays Travel closed 89 of its stores following the UK’s third national lockdown in early 2021.

Upside Business Travel was the first major business-focused travel agent to go out of business when it ceased operations in 2021.

Since vaccinations and travel restrictions eased the industry has started to recover, but with some changes.

The market size of the travel agency industry worldwide reached 475 billion U.S. dollars as of January 2023.

Roughly 201.4 thousand businesses operated in this market, while this industry employed approximately 2 million workers.

Covid had a catastrophic impact on travel agents, with the industry coming to a halt in 2020.

Where a huge amount of job losses and furloughs took place, those left in the travel agency industry were left to deal with the fallout of cancelled trips and refunds, putting a huge amount of pressure on those still employed.

Travel agencies used various tactics to deal with the outbreak.

• 74.8% preferred to reduce costs.
• 48.8% started to operate in non-tourism areas.
• 39.1% focused on digitalization
• 27.3% used methods such as changing the business market and product portfolio.

It has been determined that Covid-19 causes a decrease of 81% or more in the turnover of most of travel agencies (59.5%).

Due to the uncertainty, COVID brought with it, travel agents have become planners and providers, offering customers more security if things go wrong with a trip. Most customers expect travel agents to have a plan if things go wrong and manage issues for them, taking the worry and pressure off.

It’s been suggested that travel agents are now increasingly playing the role of a crisis manager. Some companies even offer 24-hour text messaging support to help serve this demand.

Staff furloughs and remote working has allowed for an increase in independent travel agents. Many travel professionals have adapted to this new environment by working for independent contractor companies or choosing to join host agencies.

Traditional travel agencies may have made a comeback in 2021, but they are still facing many problems. With most consumers opting to book through online OTAs. In 2021, the online travel industry generated revenue worth more than $800 billion, with two-thirds of revenue in the global travel and tourism industry coming from online sales.

Although physical stores are declining, traditional companies are offering online services and support. However, competing for this business online will be tough and they will need to ensure they offer a quick, seamless, and easy journey for customers to book and browse online. Travel agencies have had to evolve, but with the rise of issues COVID caused, the services they can offer customers have increased. 

Sources : Travel Perk , Statista , AA , Aerospace , ONS , ResearchGate ,  TTGMedia , National Geographic , 

TRAVEL AGENCY INDUSTRY STATISTICS

Agent numbers increased by 10.3% from 2014 to 2016, yet the Bureau of Labour Statistics still forecasts a decline.

As of 2015, the Census Bureau found 105,085 travel agency employees in the United States.

As of January 2019, travel network Virtuoso has 17,500 advisers, up 15% year over year.

Some growth is a result of new agencies joining the Virtuoso network.

64% of Virtuoso’s growth comes from new advisers joining existing agencies.

The consolidated dollar value of airline tickets sold in the first half of 2019 by US travel agencies increased by 3.38%.

In the first half of the year, there was a 2.4% increase in passenger trips settled by ARC for US agencies for a total of 162 million .

Over the past ten years, the UK OTA market has grown from just over 10% of the market to approximately 67%.

On the surface, it looks as though the industry is in decline, with the total number of full-time US travel operators falling from 124,000 in 2000 to around 74,000 in 2014. Much of this is thought to be a result of search engines and other online tools opening up options and making information more easily accessible for customers. However, after researching the industry and analysing agent numbers, it seems things are changing. From 2014 – 2016 the number of agents increased by over 10% , while travel network Virtuoso reports a 15% year on year increase in advisers in 2019. It looks as though the industry could be making a comeback.

But how are all these travel agencies performing? The consolidated dollar value of airline tickets sold in the first half of 2019 by US travel agencies increased by 3.38% , suggesting increased ticket sales, or perhaps just increased ticket prices. In the UK, the online travel agency market has seen a significant increase to around 67% of the overall market over the last decade. These statistics certainly seem to point to a positive future for the industry.

Sources :  Forbes ,  Travelweekly ,  Travelpulse, Ibisworld

TRAVEL AGENCY BOOKING STATISTICS

The number of consumers now booking through a travel company is at its highest point in the last three years, reports the American Society of Travel Agents.

The proportion of direct website bookings fell from 79.2% in 2017 to 66.7% in 2018, while marketplace bookings increased to 9.1%, from 3.2%.

In addition, agent, affiliate and local tourist office bookings also increased from 17.5% to 24.3% in the same time period.

Of those who have been previously been on a cruise, 35% booked their most recent trip through an agent.

Airline ticket sales through traditional agencies grew by 1.8% from August 2015 through to August 2016.

With the industry expected to generate $17.3 billion by 2020, up from about $12.2 billion in 2010 , travel agency revenue looks to be growing over time. The American Society of Travel Agents reports that the number of people booking through agents is at its highest point in the last three years, which suggests the number of agent bookings is also experiencing growth.

Additionally, airline ticket sales through traditional agencies have seen a relatively recent increase of 1.8% from August 2015 – 2016. This could mean that agent sales are growing in line with the increase in bookings and the industry as a whole.

Sources :  Findabusinessthat ,  Hotelmarketing,   Trekksoft ,  Thinkwithgoogle ,  Dcsplus

TRAVEL COMPANY STATISTICS - FEES AND PRICING

On average, 78% of travel agents’ revenue was made up by commission, with 22% generated by service charges.

53% of agents did not charge a fee in 2018.

In 2016, the average fee for corporate air was $33 .

The top 5 hosted agent service fees were for domestic air (55.7%), international air (51.5% FIT (28.7%), rail (15.9%) and air-inclusive packages (15.3%).

According to the 2018 Hosted Travel Agent Fee Report, the top hosted charges were for domestic air, international air, FIT (Flexible Independent Travel), rail and air-inclusive packages. This provides good insight into how they make their money, however, surprisingly 53% of agents did not charge fees in 2018. Commission and charges aside, the agents make money through pricing up fares, commission and for the bigger agencies, compensation awarded for reaching pre-determined sales goals.

The average fee in 2016 for corporate air was $33 according to the ASTA Service Fee Report. This provides an idea of roughly what agents can make per booking through these extras.

SOURCES –  Hostagencyreviews ,  Statista

TRAVEL AGENT TRENDS – BEHAVIOUR & REASONING

The most commonly cited reason for why travel operators are bouncing back is that they help customers to save time.

They can save customers on average $452 per trip as they have access to exclusive deals.

63% of people say that the overall travel experience is improved by working with a travel company.

66% believe travel operators help travellers avoid costly inconveniences and mistakes such as choosing the right airport.

It’s unlikely that travel companies would be popular if they provided no benefits over other booking methods, so what are the travel agency advantages that continually sway customers away from booking directly? In recent years and based on a survey of 14000 households, the American Society of Travel Agents,(ASTA), found that when asked why they are bouncing back, the most commonly cited reason was that they save customers’ time. In today’s busy society, it’s unsurprising that this is such an important factor to trip planners, as spending a long time can lead to frustration. Being able to outsource this to an agent would be a benefit to many.

The ASTA survey also found that around two-thirds of people believe that one of the benefits of a travel operator is that they help travellers avoid costly mistakes when booking. With holidays and travelling experiences being highly anticipated and often expensive, travellers will do all they can to steer clear of potential issues and inconveniences. Outsourcing the booking to a travel expert like an agent can put customers at ease.

Another benefit is that a travel company can help people book specific, tailored experiences for their travels. This is something that 55% of Millennials are taking advantage of as they strive for “transformative travel” that will change them for life.

Sources –  Vox ,  Hotelmarketing ,  Dcsplus

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• Key information on the global travel agency industry January 2024

Travel agents are responsible for helping travelers select and organize a trip according to a specific budget. They can be found in both brick-and-mortar establishments and online. The travel agency industry's global revenue was estimated at nearly 296 billion U.S. dollars as of January 2024. Overall, roughly 589 thousand businesses operated in this market, with employment reaching approximately three million.

Key data on the travel agency industry worldwide as of January 2024

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The new age of travel agents know how to find deals, book off-the-beaten path adventures, and get you out of any jam. Especially if you know who to use.

Heading out the door? Read this article on the Outside app available now on iOS devices for members! >","name":"in-content-cta","type":"link"}}'>Download the app .

I’ve always thought that planning my own trips was the most cost-effective way, but I’ve been hearing more about travel agents making a comeback and saving their clients a lot of money. What kinds of outdoor trips should I turn to a travel agent for, and are there any who specialize in working with adventurers like me?

Technically, I’m a professional traveler. As a journalist, it’s my job to research and connect with locals to get beneath the surface of a destination. So I have never really used travel agents. What could they plan better than I could?

A lot, it turns out. Over the years, I’ve gotten to know many travel specialists, and I consider them magicians. My big aha moment happened two winters ago on a trip to Iceland . A massive storm shut down internal flights for a day, causing me to miss my return flight to the U.S. Normally, I would have spent frustrating hours on hold with the airline. But because I’d paid $65 to have Ana Gloria Garcia, an air-support specialist at the travel agency EmbarkBeyond, find and book the most affordable and convenient flight option for me, she handled the rebookings while I soaked in the Blue Lagoon.

During the pandemic, agents became advocates helping travelers get refunds on canceled flights and trips. As travel has come roaring back, an agent’s superpower is now their access to the best hotel rooms, most in-the-know guides, free amenities, and more, says Cory Hagopian, senior vice president of sales and partnerships for Virtuoso , a global network of travel agencies.

And they’re attracting a young clientele. According to a recent industry survey , 38 percent of millennials and Gen Zers are opting to use travel agents as opposed to booking on their own trips. That number is far greater than Gen Xers and baby boomers, of whom only 12 and 2 percent respectively use agents.

What Do I Gain from Using a Travel Agent?

I recently had a friend tell me she spent close to 40 hours researching a family trip online. She probably could have gleaned the same intel from an hourlong conversation with a travel adviser. Knowledge is priceless, and advisers act as your insiders. They know what you don’t and fill in the blanks for things you might not have considered, says Erika Richter, a spokesperson for the American Society of Travel Advisors (ASTA). Their firsthand knowledge, vast network, and on-the-ground connections all combine to provide a unique perspective for crafting the perfect itinerary for you.

Most travel advisers specialize in certain regions and countries and travel to them frequently, so they have up-to-date intel on not only the best safari camps but the perfect tent to book for the most incredible views and the best local restaurants you won’t find on Tripadvisor. They want their client’s trips to go well to keep them coming back, so it’s in their interest to have sussed out hotels and itineraries before they send you out into the world.

Nicole Forster, 29, considers herself a savvy traveler. She’s been to 20-plus countries and enjoys destination research. But when it came to planning her honeymoon in Africa, she felt overwhelmed, so she reached out to Danielle Meyer at Coastline Travel Advisors , which specializes in bespoke itineraries. “Originally, I wanted to go to South Africa, Victoria Falls, and Madagascar,” Forster recalls. “Danielle convinced me that if we wanted to relax, we should stay in South Africa and save the other countries for separate trips.”

Over five phone conversations and multiple emails, they crafted a 15-night itinerary that included Cape Town, the winelands, the Cape Peninsula, and a safari at the Thornybush Game Reserve. Forster established her budget early in the process, and Meyer sent her a variety of lodge options to choose from.

“I initially wanted to start with the safari, but she pointed out that we’d be jet-lagged and would need to wake at sunrise for game drives,” says Forster. “The safari was our highlight, so it was a perfect way to end the trip.”

Not only did Meyer book all of the flights, hotels, and transfers, but she created a detailed, day-by-day trip app for the couple that included useful information like check-in times at hotels and how much to tip guides .

Agents also act as advocates. If something goes wrong during your travels, they’re on call 24/7 to handle it. When Forster left the battery and charger for her camera at a hotel, Meyer arranged for an on-the-ground contact to go to a camera store and buy new ones that would be delivered to her hotel the next day.

The cost for the honeymoon planning: $150 per person. “I wouldn’t use a planner for a trip to Hawaii ,” Forster says, “but if I ever took a big trip like this again, I’d 100 percent work with an expert.”  

When to Consider Using a Travel Agent

For savvy trip planners, the best time to use a travel agent is for complicated international travel. It can save you hours of planning and peace of mind that if anything goes wrong in your chosen far-flung destination, there’s someone a What’sApp message away to handle it.

Domestically, I’d consider using a travel agent when planning a multi-week national park trip or multi-island trip in Hawaii. They will save you time, guarantee you get the best guides, and help you land reservations at always-booked lodges and hotels.

Dream Trips Delivered

Jessica Cook and her husband both work in the travel industry. Decision fatigued, they handed their honeymoon logistics over to the team at Askari Travel , an agency that specializes in South Africa. Their original plan was also an African safari, but just as they were about to put a deposit down, the Omicron variant of the coronavirus made headlines. Worried about getting stuck abroad, they reached out to Askari’s founder, Muriel Truter, who is from Zimbabwe, and upon her advice, changed their focus to South America.

Knowledge is priceless, and advisers act as your insiders. They know what you don’t and fill in the blanks of things you might not even have considered.

Truter suggested they stick to Colombia rather than country-hop. Cook supplied a budget and a wish list: 12 days, no more than three destinations, a barefoot-luxe feel, and adventures like horseback riding and mountain biking. The rest was a surprise that Askari pretty much nailed, with the exception of one hotel.

“Everything felt so authentic, but this one hotel on Barú island felt really fabricated and was full of American tourists,” recalls Cook. She immediately messaged the Askari team, saying, “Hey, this place really isn’t our vibe,” and within an hour they were on a water taxi headed to Blue Apple, a B Corp hotel—and an Outside pick for tropical adventures —on Tierra Bomba island. “It was honestly the best trip we’ve ever taken,” she says.

Are Travel Agents Expensive?

It depends. Cost varies. Some travel agencies won’t charge any fee, as they receive a commission from the bookings, while some high-end agencies will charge pricey annual membership fees for their services. Still others charge nominal “professional” fees starting at $150. Fees often fluctuate based on the length and intricacy of a trip and how far out you do the planning (6 to 12 months is recommended). You may occasionally come across agents who charge a percentage of the total trip price or hourly rates.

Basic travel enquiries are generally free. In 2016, Leah Smith, founder of Tafari Travel , opened an old-school brick-and-mortar location in Denver’s Cherry Creek neighborhood so her services would feel less intimidating to first-time users. “With our retail-office location, we’ve become part of the community, and both clients and non-clients are welcome to pop in and ask whatever questions they may have, no charge,” she says.

Matt Lindsay, founder of the surf-guiding and travel company LuxSurf Travel , builds relationships with resorts and property owners to get discounted rates that he can then pass on to guests.

Dominic Allan, the founder of Real Latin America , specializes in travel to Belize and Nicaragua and caters to independent travelers who are happy to book their own flights and hotels but are seeking his local intel. Allan’s three-tier pricing structure starts at $300 for up to three hours of phone calls, during which he might weigh in on where to eat (or not to), the best room to request in a certain lodge, or whether you really need a guide to hike.

Value Versus Savings

If you’re just looking for deals and steals, you might not be ready to work with a travel adviser, says Richter of the ASTA. “Anything you invest in with a travel adviser comes back to you in the form of amenities, customer service, peace of mind, better access to unique experiences, and handcrafted itineraries,” she says. “You could save money by cutting your own hair, too, but most people go to someone who knows what they’re doing.”

Agents work with preferred partners who can guarantee perks for clients, such as free upgrades, early check-in or late check-out, and resort credits. Those add-ons often translate into savings, says Justin Huxter, cofounder of the UK-based Cartology Travel . “We had a client go to Maui for a week, and because of our partnership with the resort, breakfast was included,” he says. When breakfast costs $120 for two, that’s a savings of $840.”

Some of the Best Travel Agents in the Adventure World

Some of my go-to resources for finding a person to work with include travel expert Wendy Perrin’s annual Wow List of tried and trusted agents, the Adventure Travel Trade Association’s adviser network , and the ASTA’s advisor directory .

In addition to the agents mentioned throughout this story, others I highly recommend for adventurous travelers include:

• Dan Achber of Trufflepig , for Africa and the Middle East
• Miguel Cunant of Sri Lanka in Style
• Javier Echecopar of Journey Costa Rica
• Daniel Fraser of Smiling Albino , for Southeast Asia
• Elizabeth Gordon of Extraordinary Journeys , for Africa
• Kleon Howe of the Art of Travel , for French Polynesia
• Jay Johnson of Coastline Travel , for Hawaii and California
• Antonello Losito of Southern Visions Travel , for Puglia, Italy
• Rabia Malik of Fora Travel , for general worldwide travel
• Robyn Mark of Mayamaya Travel , for Africa, the Alps, Patagonia, and Japan
• Marisol Mosquera of Aracari , for Peru and Bolivia
• Zach Rabinor of Journey Mexico
• Raluca Spiac of Beyond Dracula , for Romania

Travel-advice columnist Jen Murphy is now a believer in using a travel agent. Thanks to their expertise and connections, she’s avoided dozens of trip catastrophes. 

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Travel Agent Employment Forecast in U.S. Shows Decline Over Next Decade

Andrew Sheivachman, Skift

January 15th, 2016 at 8:09 AM EST

We'd be interested in seeing where the remaining travel agents are concentrated and which specialties may be growing while others continue their decline.

It’s been a tough few years for travel agents, and new data shows that the next decade probably won’t be any friendlier to the travel agency community.

According to the updated version of the Bureau of Labor Statistics’ Occupational Outlook Handbook, the travel agency community is set to shed jobs while other segments of the travel industry are expecting growth.

“Employment of travel agents is projected to decline 12 percent from 2014 to 2024,” reads the handbook. “The ability of travelers to use the Internet to research vacations and book their own trips is expected to continue to suppress demand for travel agents. An increasing amount of travel is also expected to be booked on mobile devices.”

The median income of the travel agent is projected to be a mere $34,800. The report does suggest that there is a silver lining for travel agents who are able to hang in there.

“However, the sheer number of travel and review websites can make travel planning a frustrating experience for some consumers,” it reads. “This may lead to an increasing number of people turning to travel agents to help filter through the options and give personal recommendations.”

To put things in perspective, the workforce of the average occupation in the U.S. is expected to grow by seven percent over that time period.

Other segments of the travel industry are poised to experience strong growth over the same period.

Lodging managers, or hotel workers in other words, are expected to see an eight percent increase in jobs. Taxi drivers and chauffeurs are slated for 13 percent growth, thanks to improved efficiency spurred by ride-sharing technology.

“Employment of taxi drivers and chauffeurs is projected to grow 13 percent from 2014 to 2024, faster than the average for all occupations,” reads the handbook. “An increase in ride-hailing services, that utilize electronic hailing through smartphone apps, should contribute to employment growth.”

Even flight attendants are expected to see a two percent growth in workforce by 2022.

What other travel occupations are losing workers in a similar fashion?

Railroad workers are expected to see a three percent decrease in workers. Other than that, the various segments of the travel industry are expected to experience solid growth well into the new decade.

To be transparent, journalists also face a tough road ahead; reporters are expected to see a nine percent decline, while editors are set for a five percent decline. [If Uber is reading this article, just remember I have above average people skills when my inevitable application hits your inbox.]

Here’s a breakdown of where different travel sectors stand in terms of occupational growth.

Source: Bureau of Labor Statistics’ Occupational Outlook Handbook

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Tags: labor , taxi , travel agents

Photo credit: A taxi driver in New York City. Jim Pennucci / Flickr

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