Do Travel Advisors Only Work With the Wealthy?

Most travel advisors are willing to collaborate with clients regardless of their trip budget, according to a new study, part of TravelAge West’s Need to Know research series.

In a survey of nearly 300 advisors, 83% say their clients’ average trip cost in 2024 was less than $10,000, and 84% say there is no amount that’s too low for them to work with.

“While I do try to attract clients whose budgets align with the vision I have for my luxury business, my heart is always in making travel accessible,” said Jessica Brown, a luxury travel advisor with Smith Brown Signature Travel. “If I can help someone take a much-needed getaway, relax or experience something new — at any budget — I do my best to make it happen. Travel is transformative, and everyone deserves that opportunity.”

Overall, respondents are evenly split when asked if there’s a perception that travel advisors are a resource mostly for luxury travelers: 39% disagree with that statement and 37% agree with it.

If I can help someone take a much-needed getaway, relax or experience something new — at any budget — I do my best to make it happen.

One of the benefits of working with budget clients is that they could turn into higher-spending customers over time. Nearly two-thirds (62%) of respondents say this happens sometimes, and another 20% say it happens often.

Trip costs are definitely an important part of the planning process, according to respondents — 82% ask their clients about budgets during their initial conversation. However, sticking to an amount is a bit more of a challenge: 84% of agents say that “most” or “some” customers end up booking a trip that is more than their initial budget. Only 2% report that clients always stay on budget.

There are several ways travelers look to save money on a trip. In particular, clients tend to look at more affordable accommodations (35%) and off-season dates (32%), followed by economy air (14%) and shorter trips (14%).

“Sometimes, a luxury hotel stay is a key part of the journey, and other times, a hotel is simply a place to rest before heading out for an unforgettable adventure,” Brown said. “I’m also seeing more travelers embrace off-season travel, not just for the savings, but for the chance to experience popular destinations without the overwhelming crowds. Places like Italy in the fall or Japan in the winter are just as stunning as in peak season — sometimes even more so — with a more relaxed atmosphere and better value for their money. It’s all about balancing priorities to create the best experience possible.”

Many agents have clients who have turned to all-inclusives as a way to save on costs. More than 3 out of 4 respondents (77%) say that “most” or “some” of their customers have opted for an all-inclusive vacation because of affordability.

“I agree that clients love the value and convenience that all-inclusive resorts offer, but I’m also seeing more of my clients opting for trips that include all-inclusive style packages beyond traditional resorts,” Brown said. “For example, European packages through wholesalers like Travel Impressions can bundle flights, hotels and transfers, creating a pretty seamless experience. Other suppliers, like Railbookers, may not include flights but offer everything else — hotels, tours, train tickets and transfers — making it easy for clients to enjoy a well-planned trip without the stress of piecing everything together. It’s all about getting the most value, while keeping the experience smooth and enjoyable.”