GITNUXREPORT 2026

Travel Agency Industry Statistics

Travel agencies are rebounding strongly with global growth, led by online platforms and Asia-Pacific expansion.

Gitnux Team

Expert team of market researchers and data analysts.

First published: Feb 13, 2026

Our Commitment to Accuracy

Rigorous fact-checking · Reputable sources · Regular updatesLearn more

Statistic 1

AI adoption expected to displace 10% routine jobs by 2025.

Statistic 2

Supply chain disruptions affected 45% of agency operations in 2023.

Statistic 3

Regulatory compliance costs rose 20% for agencies.

Statistic 4

Climate change impacts 30% of itinerary changes.

Statistic 5

Cybersecurity threats up 50% targeting agencies.

Statistic 6

Overtourism protests disrupted 15% European bookings.

Statistic 7

Inflation eroded 7% of agency margins in 2023.

Statistic 8

Geopolitical tensions cut 25% Middle East bookings.

Statistic 9

Data privacy fines averaged $1M per incident.

Statistic 10

Labor shortages impacted 40% U.S. agencies.

Statistic 11

VR/AR tech adoption lags at 20% of agencies.

Statistic 12

Sustainable certification only 35% agencies compliant.

Statistic 13

Post-COVID health protocols cost 5% extra revenue.

Statistic 14

OTA consolidation reduces commissions by 3%.

Statistic 15

Metaverse travel bookings projected <1% by 2025.

Statistic 16

Visa delays affected 28% international itineraries.

Statistic 17

Fuel price volatility swings 10% airline costs to agencies.

Statistic 18

Personalization tech gap in 55% small agencies.

Statistic 19

Natural disasters canceled 12% Pacific bookings.

Statistic 20

Blockchain for payments adopted by 15% agencies.

Statistic 21

Economic recession fears drop luxury 18%.

Statistic 22

Multi-cloud migration challenges 40% IT teams.

Statistic 23

Inclusivity training deficit in 50% workforce.

Statistic 24

Quantum computing threats to encryption by 2030.

Statistic 25

Hyper-personalization demand unmet in 60% cases.

Statistic 26

Space tourism regulations delay agency entry.

Statistic 27

Voice commerce readiness only 25% agencies.

Statistic 28

Global market projected to grow at 7.9% CAGR to 2030.

Statistic 29

AI chatbots to handle 50% inquiries by 2027.

Statistic 30

NFT loyalty programs emerging in 10% luxury agencies.

Statistic 31

Autonomous vehicles to cut transfers 20% by 2030.

Statistic 32

68% of travelers used travel agencies for bookings in 2023, up from 55% in 2022.

Statistic 33

Millennials represent 42% of travel agency customers in 2023.

Statistic 34

75% of bookings via travel agencies are now mobile-first in 2023.

Statistic 35

Sustainable travel preferences rose to 62% among agency users in 2023.

Statistic 36

55% of families book vacations through agencies for personalized service.

Statistic 37

Gen Z travelers prefer agencies for adventure trips at 48% rate in 2023.

Statistic 38

70% of corporate travelers use agencies for compliance reasons in 2023.

Statistic 39

Women account for 58% of leisure travel agency bookings in 2023.

Statistic 40

40% increase in solo travel bookings via agencies in 2023.

Statistic 41

65% of seniors (65+) trust agencies more than DIY booking in 2023.

Statistic 42

Bleisure travel (business + leisure) bookings up 30% through agencies.

Statistic 43

52% of travelers seek agency advice for visa/complex itineraries.

Statistic 44

Eco-friendly hotel preferences at 71% in agency consultations 2023.

Statistic 45

45% of high-income earners ($150k+) use luxury agencies regularly.

Statistic 46

Domestic travel dominates 60% of agency bookings in 2023.

Statistic 47

Food tourism experiences booked 35% more via agencies in 2023.

Statistic 48

38% of travelers canceled trips due to agency recommendations on safety.

Statistic 49

Pet-friendly travel bookings rose 25% through agencies in 2023.

Statistic 50

Wellness retreats account for 22% of agency leisure bookings.

Statistic 51

67% prefer agencies for multi-destination trips in 2023.

Statistic 52

Budget travelers (under $1000/trip) use agencies at 30% rate.

Statistic 53

50% of LGBTQ+ travelers book via specialized agencies.

Statistic 54

Cultural immersion tours up 28% in agency sales 2023.

Statistic 55

73% value agency insurance bundling in bookings.

Statistic 56

Road trips planned via agencies increased 18% in 2023.

Statistic 57

41% of parents use agencies for kid-friendly vacations.

Statistic 58

Digital nomad packages sold 40% more by agencies.

Statistic 59

55% seek agency deals for last-minute bookings.

Statistic 60

Cruise bookings via agencies at 80% of total sales in 2023.

Statistic 61

62% of travelers aged 35-54 use agencies for Europe trips.

Statistic 62

Adventure sports bookings up 32% through agencies.

Statistic 63

48% prefer agencies for group travel coordination.

Statistic 64

The travel agency industry employed 1.2 million people globally in 2023.

Statistic 65

U.S. travel agencies had 85,000 employees in 2023, up 5% YoY.

Statistic 66

Average agency agent salary $55,000 in the U.S. 2023.

Statistic 67

60% of agency workforce is female worldwide.

Statistic 68

India employs 500,000 in travel agencies in 2023.

Statistic 69

Turnover rate in agencies 25% annually in 2023.

Statistic 70

Remote work adopted by 40% of agency staff post-2023.

Statistic 71

Training spend per employee $2,500 yearly.

Statistic 72

UK agencies employ 120,000 with 3% growth.

Statistic 73

Certification holders 35% of U.S. agents.

Statistic 74

Gig economy freelancers 20% of agency workforce.

Statistic 75

Diversity: 25% ethnic minorities in U.S. agencies.

Statistic 76

Overtime hours averaged 10% of total work time.

Statistic 77

Australia 25,000 agency jobs in 2023.

Statistic 78

Age demographic: 45% under 40 in agencies.

Statistic 79

Union membership 15% in European agencies.

Statistic 80

Brazil 100,000 employed in travel agencies.

Statistic 81

Benefits satisfaction 70% among employees.

Statistic 82

Tech roles grew 30% in agencies 2023.

Statistic 83

Part-time workers 28% of total staff.

Statistic 84

China 800,000 agency employees.

Statistic 85

Salary growth 4.5% YoY for agents.

Statistic 86

Mental health support offered by 55% agencies.

Statistic 87

Internships filled 5% of entry-level roles.

Statistic 88

Canada 20,000 jobs in agencies.

Statistic 89

Leadership roles: 40% women in top positions.

Statistic 90

Skill gaps in digital tools affect 42% staff.

Statistic 91

France 50,000 agency workers.

Statistic 92

Productivity per employee up 8% with AI tools.

Statistic 93

35% of pandemic layoffs still unfilled in 2023.

Statistic 94

Germany 80,000 employed in travel agencies.

Statistic 95

Cybersecurity training for 60% workforce.

Statistic 96

The global travel agency market size was valued at USD 399.56 billion in 2023 and is projected to reach USD 686.42 billion by 2032, growing at a CAGR of 6.12%.

Statistic 97

In 2023, the U.S. travel agency industry generated approximately $22.4 billion in revenue.

Statistic 98

Europe's travel agency market accounted for 28% of the global market share in 2022.

Statistic 99

The online travel agency segment dominated with 65% market share in 2023.

Statistic 100

Asia-Pacific travel agency market is expected to grow at the fastest CAGR of 7.5% from 2024 to 2030.

Statistic 101

U.S. travel agencies saw a 12% revenue increase in 2023 post-pandemic recovery.

Statistic 102

The corporate travel agency market was valued at $150 billion globally in 2023.

Statistic 103

Indian travel agency industry revenue reached INR 1.2 lakh crore in FY2023.

Statistic 104

UK travel agents' turnover hit £11.5 billion in 2023.

Statistic 105

Leisure travel agencies hold 72% of the U.S. market in 2023.

Statistic 106

Global travel agency bookings surged 15% YoY in Q4 2023.

Statistic 107

China's outbound travel agency market valued at CNY 500 billion in 2023.

Statistic 108

Australian travel agency revenue grew to AUD 8.2 billion in 2023.

Statistic 109

Offline travel agencies still represent 35% of bookings in emerging markets in 2023.

Statistic 110

Middle East travel agency market size estimated at $25 billion in 2023.

Statistic 111

Brazil's travel agency sector revenue at BRL 40 billion in 2023.

Statistic 112

Canadian travel agencies reported $10.5 billion revenue in 2023.

Statistic 113

South Africa travel agency market valued at ZAR 50 billion in 2023.

Statistic 114

Mexico's travel agency industry grew to MXN 300 billion in 2023.

Statistic 115

Turkey travel agencies turnover reached TRY 200 billion in 2023.

Statistic 116

Thailand's inbound travel agency market at THB 1.2 trillion in 2023.

Statistic 117

Global luxury travel agency segment valued at $25.3 billion in 2023.

Statistic 118

U.S. online travel agencies captured 60% market share in 2023.

Statistic 119

France travel agency revenue at EUR 15 billion in 2023.

Statistic 120

Germany's travel agency market size EUR 20 billion in 2023.

Statistic 121

Japan's domestic travel agency bookings hit JPY 10 trillion in 2023.

Statistic 122

Russia's travel agency sector revenue RUB 1.5 trillion in 2023.

Statistic 123

Indonesia travel agency market IDR 500 trillion in 2023.

Statistic 124

Nigeria's travel agency industry NGN 2 trillion in 2023.

Statistic 125

Vietnam travel agencies revenue VND 100 trillion in 2023.

Statistic 126

Travel agency revenue per employee averaged $250,000 in the U.S. in 2023.

Statistic 127

Average profit margin for travel agencies was 8.2% globally in 2023.

Statistic 128

Commission rates for agencies averaged 10-15% on hotel bookings in 2023.

Statistic 129

U.S. agencies' gross bookings totaled $450 billion in 2023.

Statistic 130

Online travel agencies' EBITDA margin hit 25% in 2023.

Statistic 131

Corporate travel agency fees averaged 12% of total spend.

Statistic 132

Ancillary revenue from upsells contributed 18% to agency income.

Statistic 133

Small agencies (<$1M revenue) had 5% margins vs 12% for large ones.

Statistic 134

Flight commissions dropped to 5% average for agencies in 2023.

Statistic 135

Tour operator margins at 15% for packaged holidays in 2023.

Statistic 136

Agency net revenue growth 14% YoY in Q3 2023.

Statistic 137

Booking Holdings reported $21.5B revenue from agencies in 2023.

Statistic 138

Travelport agency transaction fees $2.8B in 2023.

Statistic 139

Amadeus GDS revenue from agencies €5.9B in 2023.

Statistic 140

Sabre agency solutions generated $1.2B revenue.

Statistic 141

UK agencies' average revenue per advisor £180,000 in 2023.

Statistic 142

Cost of customer acquisition for OTAs $45 in 2023.

Statistic 143

Refund processing costs ate 3% of agency revenues in 2023.

Statistic 144

Loyalty program revenue share 22% for agencies.

Statistic 145

Insurance commissions 20% of non-leisure agency revenue.

Statistic 146

Car rental margins 8-10% for agencies in 2023.

Statistic 147

Visa service fees added $500M to global agency revenue.

Statistic 148

Dynamic pricing boosted agency yields by 11%.

Statistic 149

Partnership revenues from airlines 7% of total.

Statistic 150

Marketing spend 12% of revenue for top agencies.

Statistic 151

White-label platform revenues $1B industry-wide.

Statistic 152

Affiliate marketing commissions 5% of OTA revenue.

Statistic 153

Ground transport bookings 15% revenue growth.

Statistic 154

Experiential add-ons 25% margin contribution.

1/154

Sources

Trusted by 500+ publications

+497

Forget those rumors of the travel agent's demise, because the global travel agency industry is not only alive but absolutely thriving, with the market surging toward a staggering $686 billion valuation fueled by an explosion in bookings, a digital revolution, and an insatiable human desire for expertly crafted adventures.

Key Takeaways

The global travel agency market size was valued at USD 399.56 billion in 2023 and is projected to reach USD 686.42 billion by 2032, growing at a CAGR of 6.12%.
In 2023, the U.S. travel agency industry generated approximately $22.4 billion in revenue.
Europe's travel agency market accounted for 28% of the global market share in 2022.
68% of travelers used travel agencies for bookings in 2023, up from 55% in 2022.
Millennials represent 42% of travel agency customers in 2023.
75% of bookings via travel agencies are now mobile-first in 2023.
Travel agency revenue per employee averaged $250,000 in the U.S. in 2023.
Average profit margin for travel agencies was 8.2% globally in 2023.
Commission rates for agencies averaged 10-15% on hotel bookings in 2023.
The travel agency industry employed 1.2 million people globally in 2023.
U.S. travel agencies had 85,000 employees in 2023, up 5% YoY.
Average agency agent salary $55,000 in the U.S. 2023.
AI adoption expected to displace 10% routine jobs by 2025.
Supply chain disruptions affected 45% of agency operations in 2023.
Regulatory compliance costs rose 20% for agencies.

Travel agencies are rebounding strongly with global growth, led by online platforms and Asia-Pacific expansion.

Challenges and Future Outlook

AI adoption expected to displace 10% routine jobs by 2025.
Supply chain disruptions affected 45% of agency operations in 2023.
Regulatory compliance costs rose 20% for agencies.
Climate change impacts 30% of itinerary changes.
Cybersecurity threats up 50% targeting agencies.
Overtourism protests disrupted 15% European bookings.
Inflation eroded 7% of agency margins in 2023.
Geopolitical tensions cut 25% Middle East bookings.
Data privacy fines averaged $1M per incident.
Labor shortages impacted 40% U.S. agencies.
VR/AR tech adoption lags at 20% of agencies.
Sustainable certification only 35% agencies compliant.
Post-COVID health protocols cost 5% extra revenue.
OTA consolidation reduces commissions by 3%.
Metaverse travel bookings projected <1% by 2025.
Visa delays affected 28% international itineraries.
Fuel price volatility swings 10% airline costs to agencies.
Personalization tech gap in 55% small agencies.
Natural disasters canceled 12% Pacific bookings.
Blockchain for payments adopted by 15% agencies.
Economic recession fears drop luxury 18%.
Multi-cloud migration challenges 40% IT teams.
Inclusivity training deficit in 50% workforce.
Quantum computing threats to encryption by 2030.
Hyper-personalization demand unmet in 60% cases.
Space tourism regulations delay agency entry.
Voice commerce readiness only 25% agencies.
Global market projected to grow at 7.9% CAGR to 2030.
AI chatbots to handle 50% inquiries by 2027.
NFT loyalty programs emerging in 10% luxury agencies.
Autonomous vehicles to cut transfers 20% by 2030.

Challenges and Future Outlook Interpretation

The travel industry faces a perfect storm of technological upheaval, relentless operational hazards, and shifting traveler demands, yet it stubbornly charts a course toward growth, proving its resilience is as much a part of the itinerary as the destinations it sells.

Consumer Trends and Behavior

68% of travelers used travel agencies for bookings in 2023, up from 55% in 2022.
Millennials represent 42% of travel agency customers in 2023.
75% of bookings via travel agencies are now mobile-first in 2023.
Sustainable travel preferences rose to 62% among agency users in 2023.
55% of families book vacations through agencies for personalized service.
Gen Z travelers prefer agencies for adventure trips at 48% rate in 2023.
70% of corporate travelers use agencies for compliance reasons in 2023.
Women account for 58% of leisure travel agency bookings in 2023.
40% increase in solo travel bookings via agencies in 2023.
65% of seniors (65+) trust agencies more than DIY booking in 2023.
Bleisure travel (business + leisure) bookings up 30% through agencies.
52% of travelers seek agency advice for visa/complex itineraries.
Eco-friendly hotel preferences at 71% in agency consultations 2023.
45% of high-income earners ($150k+) use luxury agencies regularly.
Domestic travel dominates 60% of agency bookings in 2023.
Food tourism experiences booked 35% more via agencies in 2023.
38% of travelers canceled trips due to agency recommendations on safety.
Pet-friendly travel bookings rose 25% through agencies in 2023.
Wellness retreats account for 22% of agency leisure bookings.
67% prefer agencies for multi-destination trips in 2023.
Budget travelers (under $1000/trip) use agencies at 30% rate.
50% of LGBTQ+ travelers book via specialized agencies.
Cultural immersion tours up 28% in agency sales 2023.
73% value agency insurance bundling in bookings.
Road trips planned via agencies increased 18% in 2023.
41% of parents use agencies for kid-friendly vacations.
Digital nomad packages sold 40% more by agencies.
55% seek agency deals for last-minute bookings.
Cruise bookings via agencies at 80% of total sales in 2023.
62% of travelers aged 35-54 use agencies for Europe trips.
Adventure sports bookings up 32% through agencies.
48% prefer agencies for group travel coordination.

Consumer Trends and Behavior Interpretation

The modern travel agent has shrewdly evolved from a mere ticket-booker into a versatile life manager, now simultaneously appeasing the eco-conscious Millennial on her mobile, the risk-averse corporation, the family craving a personalized escape, and the adventurous Gen Zer, all while deftly bundling insurance and sourcing a pet-friendly, food-focused, bleisure cruise with a side of cultural immersion.

Employment and Workforce

The travel agency industry employed 1.2 million people globally in 2023.
U.S. travel agencies had 85,000 employees in 2023, up 5% YoY.
Average agency agent salary $55,000 in the U.S. 2023.
60% of agency workforce is female worldwide.
India employs 500,000 in travel agencies in 2023.
Turnover rate in agencies 25% annually in 2023.
Remote work adopted by 40% of agency staff post-2023.
Training spend per employee $2,500 yearly.
UK agencies employ 120,000 with 3% growth.
Certification holders 35% of U.S. agents.
Gig economy freelancers 20% of agency workforce.
Diversity: 25% ethnic minorities in U.S. agencies.
Overtime hours averaged 10% of total work time.
Australia 25,000 agency jobs in 2023.
Age demographic: 45% under 40 in agencies.
Union membership 15% in European agencies.
Brazil 100,000 employed in travel agencies.
Benefits satisfaction 70% among employees.
Tech roles grew 30% in agencies 2023.
Part-time workers 28% of total staff.
China 800,000 agency employees.
Salary growth 4.5% YoY for agents.
Mental health support offered by 55% agencies.
Internships filled 5% of entry-level roles.
Canada 20,000 jobs in agencies.
Leadership roles: 40% women in top positions.
Skill gaps in digital tools affect 42% staff.
France 50,000 agency workers.
Productivity per employee up 8% with AI tools.
35% of pandemic layoffs still unfilled in 2023.
Germany 80,000 employed in travel agencies.
Cybersecurity training for 60% workforce.

Employment and Workforce Interpretation

While navigating a landscape of steady growth, persistent turnover, and rapid technological change, the global travel agency industry proves to be a resilient, predominantly female-driven force, cautiously optimistic yet still wrestling with the staffing and skill gaps left in the wake of the pandemic.

Market Size and Growth

The global travel agency market size was valued at USD 399.56 billion in 2023 and is projected to reach USD 686.42 billion by 2032, growing at a CAGR of 6.12%.
In 2023, the U.S. travel agency industry generated approximately $22.4 billion in revenue.
Europe's travel agency market accounted for 28% of the global market share in 2022.
The online travel agency segment dominated with 65% market share in 2023.
Asia-Pacific travel agency market is expected to grow at the fastest CAGR of 7.5% from 2024 to 2030.
U.S. travel agencies saw a 12% revenue increase in 2023 post-pandemic recovery.
The corporate travel agency market was valued at $150 billion globally in 2023.
Indian travel agency industry revenue reached INR 1.2 lakh crore in FY2023.
UK travel agents' turnover hit £11.5 billion in 2023.
Leisure travel agencies hold 72% of the U.S. market in 2023.
Global travel agency bookings surged 15% YoY in Q4 2023.
China's outbound travel agency market valued at CNY 500 billion in 2023.
Australian travel agency revenue grew to AUD 8.2 billion in 2023.
Offline travel agencies still represent 35% of bookings in emerging markets in 2023.
Middle East travel agency market size estimated at $25 billion in 2023.
Brazil's travel agency sector revenue at BRL 40 billion in 2023.
Canadian travel agencies reported $10.5 billion revenue in 2023.
South Africa travel agency market valued at ZAR 50 billion in 2023.
Mexico's travel agency industry grew to MXN 300 billion in 2023.
Turkey travel agencies turnover reached TRY 200 billion in 2023.
Thailand's inbound travel agency market at THB 1.2 trillion in 2023.
Global luxury travel agency segment valued at $25.3 billion in 2023.
U.S. online travel agencies captured 60% market share in 2023.
France travel agency revenue at EUR 15 billion in 2023.
Germany's travel agency market size EUR 20 billion in 2023.
Japan's domestic travel agency bookings hit JPY 10 trillion in 2023.
Russia's travel agency sector revenue RUB 1.5 trillion in 2023.
Indonesia travel agency market IDR 500 trillion in 2023.
Nigeria's travel agency industry NGN 2 trillion in 2023.
Vietnam travel agencies revenue VND 100 trillion in 2023.

Market Size and Growth Interpretation

Despite a world increasingly booking online, the stubbornly thriving travel agency industry, now worth nearly $400 billion globally and projected to grow significantly, proves that whether for luxury, corporate trips, or navigating emerging markets, people still crave a human touch—or at least a professional to blame when the dream vacation goes sideways.

Revenue and Financials

Travel agency revenue per employee averaged $250,000 in the U.S. in 2023.
Average profit margin for travel agencies was 8.2% globally in 2023.
Commission rates for agencies averaged 10-15% on hotel bookings in 2023.
U.S. agencies' gross bookings totaled $450 billion in 2023.
Online travel agencies' EBITDA margin hit 25% in 2023.
Corporate travel agency fees averaged 12% of total spend.
Ancillary revenue from upsells contributed 18% to agency income.
Small agencies (<$1M revenue) had 5% margins vs 12% for large ones.
Flight commissions dropped to 5% average for agencies in 2023.
Tour operator margins at 15% for packaged holidays in 2023.
Agency net revenue growth 14% YoY in Q3 2023.
Booking Holdings reported $21.5B revenue from agencies in 2023.
Travelport agency transaction fees $2.8B in 2023.
Amadeus GDS revenue from agencies €5.9B in 2023.
Sabre agency solutions generated $1.2B revenue.
UK agencies' average revenue per advisor £180,000 in 2023.
Cost of customer acquisition for OTAs $45 in 2023.
Refund processing costs ate 3% of agency revenues in 2023.
Loyalty program revenue share 22% for agencies.
Insurance commissions 20% of non-leisure agency revenue.
Car rental margins 8-10% for agencies in 2023.
Visa service fees added $500M to global agency revenue.
Dynamic pricing boosted agency yields by 11%.
Partnership revenues from airlines 7% of total.
Marketing spend 12% of revenue for top agencies.
White-label platform revenues $1B industry-wide.
Affiliate marketing commissions 5% of OTA revenue.
Ground transport bookings 15% revenue growth.
Experiential add-ons 25% margin contribution.

Revenue and Financials Interpretation

Every agency is trying to turn the crumbs from airline tickets into a full cake with side dishes of hotel commissions and experiential add-ons, though the oven seems to be much hotter and more profitable for the online giants.

Sources & References

Logos provided by Logo.dev