U.S. travel advisors are feeling the effects of rising global tensions, shifting federal policies and a more cautious consumer base, according to new data from the American Society of Travel Advisors (ASTA).
The findings, from a June 2025 survey of ASTA members, show a shift in traveler sentiment, compared to similar data from March. While overall demand for travel has not collapsed, advisors report growing client hesitation, international travel postponements and a need to adjust their business strategies in response.
“They are seeing hesitation in their clients, cancellations in their bookings and fear in their conversations,” said Zane Kerby, president and CEO of ASTA. “For some, business is still thriving. For others, survival demands a pivot toward new markets, safer regions, more flexible pricing and above all, clear-eyed strategy.”
According to the survey, 38.8% of agencies reported a decrease in consumer demand in June — up from 32.5% in March. Meanwhile, the share of travelers delaying their international trips jumped nearly 10%to 59%. International leisure travel continues to be the most impacted segment — 69.2% of advisors say it is their hardest-hit travel category.
Advisors are also reporting concerns about policy-driven disruptions. 27.9% of respondents cited tariffs as a key business challenge, up from 23.1% in March. Travel bans were also flagged by 12.4% of respondents, compared to just 8.3% in the earlier survey.
The survey shows the challenges of navigating an industry that’s becoming increasingly complex and unpredictable. In open-ended responses, travel advisors discussed challenges ranging from client burnout and safety concerns to the impact of political rhetoric on the perception of U.S. travelers abroad. Many said they are working constantly to correct misinformation and maintain traveler confidence.
In the travel industry, uncertainty is poison.
“In the travel industry, uncertainty is poison,” Kerby said. “When consumers feel unsure about the state of the economy, about global conflict, about whether they’ll be welcome at their destination — they pause. They wait. Sometimes, they cancel their travel plans altogether. In that moment, our members who are the backbone of the travel economy pay the price.”
Despite the instability, ASTA notes that demand has not entirely vanished. Interest in travel remains strong. However, planning timelines are shifting, and destinations perceived as more stable or welcoming are gaining popularity.
“Understanding what’s changing and how agencies are responding is key,” said Michael Schottey, vice president of membership, marketing and communications at ASTA. “ASTA is here to support that process and ensure the travel advisor community stays informed, prepared and connected.”
