AI Adoption Among Advisors Nearly Doubles in Past Year
OYSTER BAY, NY (December 2, 2025): Travel advisors are entering 2026 confident of growing sales and their professional value – even amid headwinds on the horizon. A new survey of advisors affiliated with TRAVELSAVERS and NEST agencies reveals that 72 percent expect revenue growth in the year ahead.
2026: A Promising Year for Advisors
This optimism is fueled by sustained demand for travel, which consumers increasingly view as a vital part of their lives rather than a discretionary luxury. Travelers are turning to advisors for their expertise, especially for creating and booking personalized itineraries and luxury journeys.
“2026 is shaping up to be another very positive year for travel advisors,” said Kathryn Mazza-Burney, TRAVELSAVERS Chief Sales Officer and NEST President. “Consumers view travel as a must-have, and demand for personalized and luxury experiences is soaring. Advisors are uniquely positioned to meet this demand, offering the expertise to transform vacations into unforgettable journeys.”
Advisors Assert Value Through Fees
Reflecting growing confidence in their worth, the survey found that 56 percent of advisors now charge professional fees:
- One in five charges per transaction
- One in 10 charges for time
- One in 10 charges for specialized services such as FIT design or air ticketing
- Nine percent collect multiple fee types
- Six percent apply plan-to-go fees rolled into bookings
An additional 25 percent are considering introducing fees in the future. This trend reflects both industry shifts, such as reduced airline commissions and pandemic-era losses, as well as the rising demand for tailored, time-intensive itineraries. Advisors are also using fees to reinforce their professionalism and the value they deliver to clients.
AI Adoption Accelerates Among Advisors
Generative AI is rapidly becoming a trusted time-saving tool for advisors, with usage nearly doubling in the past year: from 32 percent to 59 percent. TRAVELSAVERS and NEST’s AI Connect program has further fueled adoption and awareness.
More advisors report that they’re familiar with AI, even if they haven’t tried it:
- 29 percent now use it frequently, up from 12 percent
- 30 percent use it occasionally, rising from 20 percent
- 16 percent say they are still not knowledgeable enough about it, down from 29 percent
Advisors also view AI in a more positive light:
- 45 percent now see it as a great tool, up from 29 percent
- 11 percent say they’re still not familiar enough with AI, down from 24 percent
“In just one year, we’ve seen a dramatic shift in advisors embracing AI as a powerful ally rather than a threat,” said Tim Paul, TRAVELSAVERS and NEST Vice President of Marketing. “AI can be an incredible partner, helping busy advisors work smarter and faster. Those using our AI Connect program say they can’t imagine life without it.”
Anticipated Challenges Ahead for 2026
Despite their optimism, advisors remain mindful of potential obstacles for next year. The top concern is the persistently high cost of travel, cited by 38 percent of respondents.
Competition is also on their radar:
- 26 percent worry about suppliers marketing directly to consumers
- 23 percent cite competition from AI
- 19 percent point to online travel agencies
Survey Results
2026 Sales
- 49% predict sales will increase somewhat
- 23% predict sales will increase significantly
- 19% predict sales will stay the same
- 9% predict sales will decrease somewhat
- 1% predict sales will decrease significantly
Charging Fees
- 19% charge a service fee for transactions
- 11% charge a consultation fee for their time
- 11% charge a fee for specific services such as air ticketing or FIT design
- 9% charge two or more fee types
- 6% charge a plan-to-go fee rolled into the cost of the trip
- 25% don’t charge fees but are considering them
- 16% don’t charge fees and aren’t considering them
AI Usage
- 29% use it frequently
- 30% use it occasionally
- 9% have tried it
- 6% plan to try it
- 7% don’t and won’t use it
- 16% aren’t familiar enough with it
AI Attitude
- 45% say it’s a great tool for advisors
- 25% say it has potential for advisors
- 6% say it’s neither good nor bad
- 4% say it’s not good for advisors
- 5% say it’s a threat to advisors
- 11% aren’t familiar enough with it
Greatest Challenges Facing Advisors
- 38% high cost of travel
- 26% competition from suppliers going direct to clients
- 23% competition from AI
- 20% adopting new technology
- 19% competition from online travel agencies
Advisors from TRAVELSAVERS and NEST agency affiliates in the U.S. and Canada took the survey from Oct. 16 to Nov. 4, 2025.
About TRAVELSAVERS
Founded in 1970, TRAVELSAVERS is an international marketing leader of more than 3,000 independently owned agencies in over 35 countries. Thanks to the buying power of $20 billion in annual sales, its more than 25,000 advisors are able to offer their clients inspirational travel experiences at the best value. With a global reputation for excellence, TRAVELSAVERS leisure and corporate agencies maximize sales and profits with cutting-edge products and services that cater to all needs. Through an exclusive protected territory system, strong supplier relationships, comprehensive marketing suite, innovative booking technology, specialized training and networking, and personalized business coaching, TRAVELSAVERS advisors are empowered to find, retain and delight clients. For more information, visit www.travelsavers.com.
About NEST
The Network of Entrepreneurs Selling Travel is the industry’s first and only marketing group exclusively for independent home-based travel agencies. The company empowers home-based advisors to achieve greater success financially, professionally and personally by championing best practices, solutions and opportunities. NEST helps home-based travel entrepreneurs build their business, keep their identity and maintain control. The network delivers what home-based advisors need to increase their competitive edge and profitability, including a high level of personalized support, award-winning marketing, preferred partner portfolio, education, exclusive networking and events, and innovative technology. NEST also helps suppliers reach the rapidly growing home-based distribution channel with training, motivation, offers and compensation. For more information, visit www.jointhenest.com.