Travel Leaders Network (TLN) is basking in unprecedented success as it closes the books on 2024, reporting an impressive 17% increase in sales compared to 2023. This performance marks a significant milestone in the consortium’s history, and forecasts for 2025 suggest that the momentum will continue to build. TLN’s president, John Lovell, emphasized the thriving environment for travel advisors, dubbing this era the “golden age” for the industry, a sentiment that was first echoed at a recent media briefing. Lovell forecasts 2025 to be the best year on record for TLN, indicating a promising upward trajectory for leisure travel as consumer interest rebounds post-COVID.
The travel industry appeared to have transformed, with a remarkable resurgence in both land and cruise sales. With a 9.7% increase in land sales and a staggering 25.1% hike in cruise sales, it’s clear that consumers are returning to travel advisors in significant numbers. Lovell noted that cruise lines saw a revenue increase of approximately 15.6%, showing that TLN is outpacing the wider market. By dissecting the specific growth areas, cruise sales alone are projected to rise by 18% in 2025, with luxury cruises leading the charge with a 26% growth rate. Land experiences also showed resilience, with touring and FIT travel seeing a surge of 23%.
The scale of TLN’s network is impressive, encompassing nearly 6,000 travel agencies throughout North America. COO Lindsay Pearlman highlighted the organization’s aggressive recruitment strategy, which enabled them to add 315 U.S. affiliates in 2024. This growth resulted in preferred supplier sales totaling a staggering $417.3 million, contributing to an overall sales figure of $637 million. Canadian affiliates also experienced rapid growth, adding 41 new agencies and bringing in $23.2 million in preferred supplier sales. TLN’s recruitment drive not only reinforces its market position but also highlights the thriving interest in travel advisory services.
In a strategic move to diversify its offerings, TLN welcomed four new associates under its franchise model in 2024. The total revenue estimates for these associates amounted to $218 million, generating additional excitement about the consortium’s future. Lovell characterized the consortium’s 2024 accomplishments as “phenomenal,” attesting to the organization’s effectiveness in enhancing its visibility, expanding its membership base, and driving significant sales growth.
A pivotal aspect of TLN’s achievements in recent years can be attributed to the implementation of its Agent Profiler program. This innovative initiative provides travel advisors with customizable profiles that are designed to perform well in web searches. By enabling agents to highlight their unique specialties, Agent Profiler is proving to be a valuable marketing tool. In 2024 alone, the program generated an impressive 300,000 leads, representing a 17% year-over-year increase. These leads translated into approximately 68,750 bookings, accumulating $733 million in revenue and yielding over $110 million in commissions for travel advisors. As the network continues to evolve, they’ve seen a 36% increase in online profiles, now totaling 18,364, including a notable 55% rise in “SuperAgents.”
The concept of SuperAgents was top of mind for TLN this year, with improvements underway to introduce additional tiers—SuperAgent Gold and SuperAgent Diamond—based on measurable performance indicators. This enhancement is designed to incentivize agents to enhance their service levels, ultimately driving customer satisfaction and bookings.
TLN is also piloting an innovative approach to customer relationship management (CRM) by transitioning towards a CRM-agnostic model. This decision reflects the diversity of CRM solutions available today, recognizing that one size does not fit all. Historically, TLN’s members predominantly utilized CRM systems like ClientBase and Tres, but the growing array of options necessitated a shift. The first step in this evolution is the integration of VacationCRM, with more partnerships slated for the future. TLN aims to leverage these CRM insights to further enhance its marketing effectiveness, providing tailored services that resonate with both their members and their clients.
TLN is firmly establishing itself as a leading force in the travel advisory landscape. With a robust growth trajectory, ongoing investment in technology, and a commitment to fostering advisor success, the organization is well-positioned to not only meet but exceed expectations in the coming years. As travel continues to reclaim its status in post-pandemic society, the role of travel advisors appears brighter than ever, standing on the precipice of a new and exciting chapter.
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