GITNUXREPORT 2026

Travel Agency Statistics

The global travel agency market is large, growing rapidly, and increasingly digital.

Min-ji Park

Research Analyst focused on sustainability and consumer trends.

First published: Feb 13, 2026

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Statistic 1

45% of global travelers used travel agencies for bookings in 2023.

Statistic 2

Millennials accounted for 38% of travel agency bookings in 2023.

Statistic 3

62% of agency users prefer online booking platforms over physical stores.

Statistic 4

Average spend per travel agency customer was USD 1,200 in 2023.

Statistic 5

55% of bookings via agencies were for international trips in 2023.

Statistic 6

Women made up 52% of travel agency clientele in 2023.

Statistic 7

Booking lead time averaged 45 days for agency customers in 2023.

Statistic 8

70% of agency travelers prioritize sustainability in choices.

Statistic 9

Loyalty program members comprise 40% of repeat agency business.

Statistic 10

28% of bookings shifted to mobile apps in agency platforms 2023.

Statistic 11

Families represent 35% of leisure agency bookings annually.

Statistic 12

Business travelers using agencies dropped to 30% post-pandemic.

Statistic 13

65% of agency customers read reviews before booking.

Statistic 14

Average group size for agency tours is 12 people in 2023.

Statistic 15

42% of seniors over 65 use agencies for planning.

Statistic 16

Gen Z accounts for 22% of new agency registrations in 2023.

Statistic 17

58% prefer customizable packages from agencies.

Statistic 18

Last-minute bookings make up 15% of agency revenue.

Statistic 19

75% of agency users value 24/7 support services.

Statistic 20

Couples represent 25% of romantic getaway bookings.

Statistic 21

33% of agency bookings influenced by social media.

Statistic 22

Eco-conscious travelers grew by 20% in agency usage.

Statistic 23

Budget travelers comprise 50% of economy agency segment.

Statistic 24

Adventure seekers book 18% more via agencies yearly.

Statistic 25

60% cancellation rate influenced by weather via agencies.

Statistic 26

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

Statistic 27

U.S. travel agents numbered over 100,000 in 2023.

Statistic 28

Average salary for travel agents was USD 45,000 annually in 2023.

Statistic 29

25% of travel agency workforce is part-time in Europe.

Statistic 30

India has 50,000 registered travel agents in 2023.

Statistic 31

Job growth in travel agencies projected at 5% CAGR to 2030.

Statistic 32

Women hold 70% of travel agent positions worldwide.

Statistic 33

Training hours average 200 for new agency staff.

Statistic 34

Turnover rate in agencies is 20% annually.

Statistic 35

Remote work adopted by 40% of agency employees post-2020.

Statistic 36

UK travel agency staff totaled 45,000 in 2023.

Statistic 37

Certification holders (CTC) number 15,000 in U.S.

Statistic 38

Australia employs 20,000 in travel agencies.

Statistic 39

Brazil's agency workforce is 80,000 strong.

Statistic 40

China has 300,000 travel agency employees.

Statistic 41

Average tenure for agents is 5.5 years.

Statistic 42

Freelance travel advisors grew 30% since 2020.

Statistic 43

Commission-based pay averages 10-15% of bookings.

Statistic 44

Diversity: 15% ethnic minorities in U.S. agencies.

Statistic 45

Overtime hours average 10 per week during peaks.

Statistic 46

50% of agencies offer mental health support to staff.

Statistic 47

Youth apprenticeships in agencies: 10,000 EU-wide.

Statistic 48

AI training required for 60% of new hires.

Statistic 49

35% workforce reduction during 2020 pandemic.

Statistic 50

Recovery: 90% jobs restored by 2023.

Statistic 51

Global OTA staff totals 500,000 in 2023.

Statistic 52

The global travel agency market was valued at USD 377.56 billion in 2022 and is projected to reach USD 672.36 billion by 2030, growing at a CAGR of 7.5%.

Statistic 53

In 2023, the U.S. travel agency market generated revenue of approximately USD 22.4 billion.

Statistic 54

Europe's online travel agency market size reached EUR 120 billion in 2022.

Statistic 55

The Asia-Pacific travel agency sector saw a market value of USD 150 billion in 2023.

Statistic 56

India's travel agency industry revenue hit INR 45,000 crore in FY2023.

Statistic 57

The number of travel agencies worldwide exceeded 250,000 in 2022.

Statistic 58

Corporate travel agency market in North America was worth USD 45 billion in 2023.

Statistic 59

UK travel agents' turnover reached GBP 12.5 billion in 2023.

Statistic 60

China's outbound travel agency bookings generated CNY 1.2 trillion in 2023.

Statistic 61

The leisure travel agency segment accounted for 65% of global market revenue in 2022.

Statistic 62

Global travel agency revenue grew by 15% year-over-year in Q1 2024.

Statistic 63

Brazil's travel agency market size was BRL 35 billion in 2023.

Statistic 64

Middle East travel agency revenue totaled USD 25 billion in 2023.

Statistic 65

Australia's online travel agencies generated AUD 10 billion in 2023.

Statistic 66

South Africa's travel agency sector revenue was ZAR 50 billion in 2023.

Statistic 67

The global OTA market share in travel agencies was 60% in 2023.

Statistic 68

Traditional travel agency market declined to 40% of total bookings in 2023.

Statistic 69

Luxury travel agencies worldwide generated USD 100 billion in 2023.

Statistic 70

Adventure travel agency revenue reached USD 350 billion globally in 2023.

Statistic 71

Family travel agency bookings contributed 25% to global revenue in 2023.

Statistic 72

Solo travel segment in agencies grew to USD 200 billion in 2023.

Statistic 73

Sustainable travel agencies market valued at USD 50 billion in 2023.

Statistic 74

Medical tourism agencies generated USD 15 billion in 2023.

Statistic 75

Cruise booking agencies revenue hit USD 40 billion in 2023.

Statistic 76

Flight-only agency bookings worth USD 300 billion globally in 2023.

Statistic 77

Hotel booking agencies contributed USD 250 billion in 2023.

Statistic 78

Package tour agencies revenue was USD 180 billion in 2023.

Statistic 79

Car rental agency partnerships generated USD 80 billion in 2023.

Statistic 80

Visa service agencies processed USD 10 billion in fees in 2023.

Statistic 81

Insurance bundled with agency bookings totaled USD 20 billion in 2023.

Statistic 82

55% agencies in North America, 25% Europe, 15% Asia, 5% others in 2023.

Statistic 83

U.S. hosts 35,000 travel agencies, largest globally.

Statistic 84

Europe has 80,000 agencies, 32% of world total.

Statistic 85

Asia-Pacific region: 90,000 agencies in 2023.

Statistic 86

China leads with 45,000 agencies.

Statistic 87

India: 12,000 registered agencies.

Statistic 88

UK: 5,500 ABTA members.

Statistic 89

Germany: 11,000 travel agencies.

Statistic 90

France: 8,000 agencies.

Statistic 91

Australia: 3,200 agencies.

Statistic 92

Brazil: 7,500 agencies.

Statistic 93

South Africa: 2,000 agencies.

Statistic 94

Middle East: 4,500 agencies, UAE leads.

Statistic 95

Canada: 4,000 agencies.

Statistic 96

Japan: 6,000 agencies.

Statistic 97

Mexico: 2,500 agencies.

Statistic 98

Revenue per region: North America 40%, Europe 30%.

Statistic 99

Growth fastest in Asia at 10% CAGR.

Statistic 100

Africa: 3,000 agencies, 1.2% global share.

Statistic 101

Latin America total: 15,000 agencies.

Statistic 102

Russia: 4,200 agencies.

Statistic 103

72% of travel agencies integrated AI chatbots by 2023.

Statistic 104

Mobile app usage in agencies reached 80% of bookings in 2023.

Statistic 105

Blockchain for secure payments adopted by 25% agencies.

Statistic 106

VR tours used by 40% luxury agencies for previews.

Statistic 107

Big data analytics improves personalization in 65% agencies.

Statistic 108

Cloud-based booking systems in 90% of agencies.

Statistic 109

API integrations with 50+ suppliers average per agency.

Statistic 110

Cybersecurity incidents rose 30% in agencies 2023.

Statistic 111

AR for destination planning in 20% apps.

Statistic 112

Contactless payments 95% in agency transactions.

Statistic 113

CRM software used by 85% mid-size agencies.

Statistic 114

IoT for real-time tracking in 15% tours.

Statistic 115

Machine learning predicts no-shows at 75% accuracy.

Statistic 116

Voice assistants for bookings in 10% platforms.

Statistic 117

NFT loyalty rewards piloted by 5% agencies.

Statistic 118

5G enhances virtual meetings for corporate travel.

Statistic 119

RPA automates 40% routine tasks in agencies.

Statistic 120

Metaverse experiences booked via 2% agencies.

Statistic 121

Digital twins for hotels in 30% planning tools.

Statistic 122

Sentiment analysis on reviews by 55% agencies.

Statistic 123

Sustainable tech tracking in 35% green agencies.

Statistic 124

Biometrics for check-in via 12% apps.

Statistic 125

Predictive pricing tools in 70% OTAs.

1/125

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The next time you book a trip, you're tapping into a global industry projected to reach $672 billion, but behind the numbers lies a fascinating world where technology, personal service, and wanderlust converge in the modern travel agency.

Key Takeaways

The global travel agency market was valued at USD 377.56 billion in 2022 and is projected to reach USD 672.36 billion by 2030, growing at a CAGR of 7.5%.
In 2023, the U.S. travel agency market generated revenue of approximately USD 22.4 billion.
Europe's online travel agency market size reached EUR 120 billion in 2022.
45% of global travelers used travel agencies for bookings in 2023.
Millennials accounted for 38% of travel agency bookings in 2023.
62% of agency users prefer online booking platforms over physical stores.
The travel agency industry employed 1.2 million people globally in 2023.
U.S. travel agents numbered over 100,000 in 2023.
Average salary for travel agents was USD 45,000 annually in 2023.
72% of travel agencies integrated AI chatbots by 2023.
Mobile app usage in agencies reached 80% of bookings in 2023.
Blockchain for secure payments adopted by 25% agencies.
55% agencies in North America, 25% Europe, 15% Asia, 5% others in 2023.
U.S. hosts 35,000 travel agencies, largest globally.
Europe has 80,000 agencies, 32% of world total.

The global travel agency market is large, growing rapidly, and increasingly digital.

Consumer Behavior

45% of global travelers used travel agencies for bookings in 2023.
Millennials accounted for 38% of travel agency bookings in 2023.
62% of agency users prefer online booking platforms over physical stores.
Average spend per travel agency customer was USD 1,200 in 2023.
55% of bookings via agencies were for international trips in 2023.
Women made up 52% of travel agency clientele in 2023.
Booking lead time averaged 45 days for agency customers in 2023.
70% of agency travelers prioritize sustainability in choices.
Loyalty program members comprise 40% of repeat agency business.
28% of bookings shifted to mobile apps in agency platforms 2023.
Families represent 35% of leisure agency bookings annually.
Business travelers using agencies dropped to 30% post-pandemic.
65% of agency customers read reviews before booking.
Average group size for agency tours is 12 people in 2023.
42% of seniors over 65 use agencies for planning.
Gen Z accounts for 22% of new agency registrations in 2023.
58% prefer customizable packages from agencies.
Last-minute bookings make up 15% of agency revenue.
75% of agency users value 24/7 support services.
Couples represent 25% of romantic getaway bookings.
33% of agency bookings influenced by social media.
Eco-conscious travelers grew by 20% in agency usage.
Budget travelers comprise 50% of economy agency segment.
Adventure seekers book 18% more via agencies yearly.
60% cancellation rate influenced by weather via agencies.

Consumer Behavior Interpretation

Nearly half the world still trusts a human touch to untangle its trips, proving that in the digital age, we happily outsource our wanderlust—and a hefty budget—to experts who turn our eco-conscious dreams and social media-fueled inspirations into meticulously planned (and review-vetted) getaways, often booked a month and a half before we’re actually packing our bags.

Employment

The travel agency industry employed 1.2 million people globally in 2023.
U.S. travel agents numbered over 100,000 in 2023.
Average salary for travel agents was USD 45,000 annually in 2023.
25% of travel agency workforce is part-time in Europe.
India has 50,000 registered travel agents in 2023.
Job growth in travel agencies projected at 5% CAGR to 2030.
Women hold 70% of travel agent positions worldwide.
Training hours average 200 for new agency staff.
Turnover rate in agencies is 20% annually.
Remote work adopted by 40% of agency employees post-2020.
UK travel agency staff totaled 45,000 in 2023.
Certification holders (CTC) number 15,000 in U.S.
Australia employs 20,000 in travel agencies.
Brazil's agency workforce is 80,000 strong.
China has 300,000 travel agency employees.
Average tenure for agents is 5.5 years.
Freelance travel advisors grew 30% since 2020.
Commission-based pay averages 10-15% of bookings.
Diversity: 15% ethnic minorities in U.S. agencies.
Overtime hours average 10 per week during peaks.
50% of agencies offer mental health support to staff.
Youth apprenticeships in agencies: 10,000 EU-wide.
AI training required for 60% of new hires.
35% workforce reduction during 2020 pandemic.
Recovery: 90% jobs restored by 2023.
Global OTA staff totals 500,000 in 2023.

Employment Interpretation

While travel agents navigate a globe-spanning industry worth millions of jobs and a surprising 40% remote work rate, their path is a turbulent one marked by a 20% annual turnover, demanding 200 hours of training, and a 5.5-year average tenure that underscores the challenging yet resilient heart of human-centric travel.

Market Size

The global travel agency market was valued at USD 377.56 billion in 2022 and is projected to reach USD 672.36 billion by 2030, growing at a CAGR of 7.5%.
In 2023, the U.S. travel agency market generated revenue of approximately USD 22.4 billion.
Europe's online travel agency market size reached EUR 120 billion in 2022.
The Asia-Pacific travel agency sector saw a market value of USD 150 billion in 2023.
India's travel agency industry revenue hit INR 45,000 crore in FY2023.
The number of travel agencies worldwide exceeded 250,000 in 2022.
Corporate travel agency market in North America was worth USD 45 billion in 2023.
UK travel agents' turnover reached GBP 12.5 billion in 2023.
China's outbound travel agency bookings generated CNY 1.2 trillion in 2023.
The leisure travel agency segment accounted for 65% of global market revenue in 2022.
Global travel agency revenue grew by 15% year-over-year in Q1 2024.
Brazil's travel agency market size was BRL 35 billion in 2023.
Middle East travel agency revenue totaled USD 25 billion in 2023.
Australia's online travel agencies generated AUD 10 billion in 2023.
South Africa's travel agency sector revenue was ZAR 50 billion in 2023.
The global OTA market share in travel agencies was 60% in 2023.
Traditional travel agency market declined to 40% of total bookings in 2023.
Luxury travel agencies worldwide generated USD 100 billion in 2023.
Adventure travel agency revenue reached USD 350 billion globally in 2023.
Family travel agency bookings contributed 25% to global revenue in 2023.
Solo travel segment in agencies grew to USD 200 billion in 2023.
Sustainable travel agencies market valued at USD 50 billion in 2023.
Medical tourism agencies generated USD 15 billion in 2023.
Cruise booking agencies revenue hit USD 40 billion in 2023.
Flight-only agency bookings worth USD 300 billion globally in 2023.
Hotel booking agencies contributed USD 250 billion in 2023.
Package tour agencies revenue was USD 180 billion in 2023.
Car rental agency partnerships generated USD 80 billion in 2023.
Visa service agencies processed USD 10 billion in fees in 2023.
Insurance bundled with agency bookings totaled USD 20 billion in 2023.

Market Size Interpretation

Despite some persistent nostalgia for the old-school travel agent, the global market's relentless growth proves we're still desperate for a human to save us from our own vacation-planning chaos, even if we now do most of the complaining online first.

Regional Distribution

55% agencies in North America, 25% Europe, 15% Asia, 5% others in 2023.
U.S. hosts 35,000 travel agencies, largest globally.
Europe has 80,000 agencies, 32% of world total.
Asia-Pacific region: 90,000 agencies in 2023.
China leads with 45,000 agencies.
India: 12,000 registered agencies.
UK: 5,500 ABTA members.
Germany: 11,000 travel agencies.
France: 8,000 agencies.
Australia: 3,200 agencies.
Brazil: 7,500 agencies.
South Africa: 2,000 agencies.
Middle East: 4,500 agencies, UAE leads.
Canada: 4,000 agencies.
Japan: 6,000 agencies.
Mexico: 2,500 agencies.
Revenue per region: North America 40%, Europe 30%.
Growth fastest in Asia at 10% CAGR.
Africa: 3,000 agencies, 1.2% global share.
Latin America total: 15,000 agencies.
Russia: 4,200 agencies.

Regional Distribution Interpretation

While North America hoards the revenue and Europe packs in the agencies by sheer volume, the true plot twist of the travel world is that Asia-Pacific is quietly assembling the largest fleet, proving the future's itinerary is being written in the East.

Technology

72% of travel agencies integrated AI chatbots by 2023.
Mobile app usage in agencies reached 80% of bookings in 2023.
Blockchain for secure payments adopted by 25% agencies.
VR tours used by 40% luxury agencies for previews.
Big data analytics improves personalization in 65% agencies.
Cloud-based booking systems in 90% of agencies.
API integrations with 50+ suppliers average per agency.
Cybersecurity incidents rose 30% in agencies 2023.
AR for destination planning in 20% apps.
Contactless payments 95% in agency transactions.
CRM software used by 85% mid-size agencies.
IoT for real-time tracking in 15% tours.
Machine learning predicts no-shows at 75% accuracy.
Voice assistants for bookings in 10% platforms.
NFT loyalty rewards piloted by 5% agencies.
5G enhances virtual meetings for corporate travel.
RPA automates 40% routine tasks in agencies.
Metaverse experiences booked via 2% agencies.
Digital twins for hotels in 30% planning tools.
Sentiment analysis on reviews by 55% agencies.
Sustainable tech tracking in 35% green agencies.
Biometrics for check-in via 12% apps.
Predictive pricing tools in 70% OTAs.

Technology Interpretation

Despite an arsenal of tech from AI chatbots to blockchain, travel agencies are essentially high-tech bazaars where you can book a metaverse tour with your voice, pay with a wave of your phone, and still hope your luggage doesn't get lost because only 15% of tours can actually track it in real-time.

Sources & References

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