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Why Families Aren’t Booking with Travel Advisors and How to Change That

Ros: If 92% of families are planning to travel this year, why are fewer than one in five booking with a travel advisor?

Hey there, everyone, it’s Ros from Travel Agent Achievers, and today we’re diving into that exact question. Not from a place of frustration, but from a place of opportunity.

Because here’s the thing: families are travelling. They’re dreaming, they’re planning, they’re spending. But somewhere between their excitement and our expertise, there’s a disconnect.

That’s what this episode is all about - understanding what’s happening, what the data is saying, and more importantly, what we can do about it.

Whether you work with families, couples, groups, or luxury travellers, these insights will help you refine how you communicate your value and turn that into bookings.

As a mum, a business owner, and a travel professional, I see both sides every day.

Families want memorable holidays ones that feel effortless, safe, and special. And we, as advisors, are the ones behind the scenes making that happen.

But if families aren’t booking with us, despite record travel demand, it’s not necessarily a market problem.

I actually think it’s a messaging problem.

This conversation started for me when I came across a fascinating study from the Family Travel Association in the US and Canada, shared by Travel Market Report.

Here’s what stood out:

92% of families said they plan to travel in the next 12 months. 

But only 19% had used a travel advisor in the past three years.

That’s a huge gap. Families clearly want to travel even multi-generational groups but they’re not connecting that intent with the value we bring as professional advisors.

When asked why, many respondents said:

“It’s easier to plan online.”
“It feels cheaper to do it myself.”

That’s not rejection of our industry, it’s perception.

When I look at what’s happening closer to home, Roy Morgan data shows that just over 1 in 5 Australians still use a travel advisor to book their overseas holidays.

So the trust is still there - relationships are alive and well.

Top destinations from Australia right now include Japan, India, Vietnam, and Fijim perfect examples of markets where personal guidance really matters.

The data also shows Australians take longer holidays, averaging around 19 days overseas, which means planning is a serious investment of time and money.

And when we look at booking behaviour, clients are planning 4–5 months in advance showing that travellers are organised and intentional.

Virtuoso’s 2025–26 Luxe Report highlights similar trends:

- Growth in expedition cruising and multi-family travel.

- Longer booking windows and higher spend.

- A focus on connection, experience, and time together.

All this means families are organised, adventurous, and spending but perhaps not finding us early enough in their decision-making process.

That’s not bad news, that’s an opportunity.
It means we need to get clearer and louder about the value we bring.

When I talk about value, I’m not talking about price, discounts, or deals.

Value is what your clients feel because of what you do.

For families, that value might look like:

• Saving time and avoiding arguments over decisions.
• Feeling safe and supported.
• Knowing everything is handled so they can simply show up and enjoy their holiday.
  
  

It’s also about being part of the decision-making process, hearing their ideas, expectations, and what’s most important to them. That’s where value truly comes to life.

Providing value isn’t something we tell people once, it’s something we show through how we talk, write, and market ourselves.

So ask yourself:

When your clients talk about you after a trip, what do they say they felt?

Do they say they felt calm, confident, cared for, or connected?
Those feelings are your value in action.

So, why aren’t families booking with advisors right now?
Here’s what the data and my own experience show:

1. “I can do it myself.”
   Many families believe they can plan everything alone. It’s a mindset thing.
   
   
2. “Advisors are only for luxury or complicated travel.”
   Some clients only see value in using an advisor for big or complex itineraries.
   
   
3. “It costs more.”
   There’s still a perception that advisors add unnecessary cost, rather than save time and stress.
   
   

Here’s the truth: families do see value in travel, they just haven’t been shown your value clearly enough.

Sometimes we describe our work from our perspective:

“I book custom itineraries.”

But what clients need to hear is the result:

“I help busy parents plan holidays that actually feel like holidays.”

That subtle language shift changes everything - it feels calm, confident, and full of ease.
That’s what they’re searching for.

If less than 20% of families are booking with travel advisors, that means 80% of the market is open.

We can’t serve everyone, but imagine if even a small slice of those families started seeing your value differently.

That’s huge opportunity.

Advisors can own this space not as order takers, but as:

• Planners of connection.
• Protectors of time and budget.
• Curators of meaningful experiences.
  
  

Families aren’t rejecting travel advisors, they just haven’t heard the story told their way yet.

That’s where your marketing and communication come in.

Here’s a simple five-step framework you can start using today:

Step 1: Define your WHO.
Who do you serve best? Families with young kids? Multi-generational groups? Busy professionals?
You don’t need everyone just the right ones.

Step 2: Translate your values into language.
“I believe in connection, so I design trips that bring families closer together.”
“I believe in calm, so I handle every detail so my clients can truly switch off.”

Step 3: Add proof points.
Use real client stories.
“Last month a family saved ten hours of planning and three arguments before they even left for Fiji.”

Step 4: Simplify your call to action.
Make it easy for clients to connect with you.
“Book a 15-minute Plan Fit Call” or “Download our First-Timers Travel Checklist.”

Step 5: Stay consistent.
Small, regular messages build trust faster than one big campaign.
Consistency creates visibility and visibility builds credibility.

Families are travelling. They’re spending. They’re seeking meaningful connection.
And that’s exactly what you create.

They don’t need another booking engine.
They need a human someone who sees them, listens to them, and brings their dream to life.

Your job isn’t to compete with the internet.
Your job is to show the difference only you can make.

If you’re ready to clarify and communicate your value, I’ve created something special for you a free mini workbook called Connect Your Value.

It’s a quick guide to help you identify your top values, turn them into client language, and craft a clear statement that helps you stand out.

Because when you believe in your value, your clients will too.

Thank you for joining me today on the Travel Agent Achievers Podcast.

Tag me on social media or share your new value statement, I’d love to see it!

And remember:

Your value isn’t just what you do, it’s what your clients feel because of you.

Until next time! Keep building a travel business and a life you love.