Luxury travel agency Embark Beyond has released its Q1 trends report, and when pressed to sum up the findings in a single word, Embark’s founder and travel advisor Jack Ezon chose "uncertainty."
After a strong 2024, with revenue up 34.5% year-over-year, Embark says the travel industry is looking down the barrel of rising anti-American sentiment, challenges around visa and passport processing and general economic uncertainty (fueled, in large part, by tariff talk in the U.S.)— all of which may very well lead to a decrease in traveler spending in 2025.
Our Analysis: Travel Advisors Will Remain Vital Supporters of Travel, Even If the Market Softens
In the report, Ezon surmises that the one thing that impacts the decisions of ultra-high-net-worth clients is fear — and nothing breeds fear like uncertainty. Travel advisors are likely already anticipating a market slowdown, given the current political landscape, but they are also surely doubling down on proving their value in tumultuous times. Travelers booking trips — even in an uncertain climate — stand to be an advisor's loudest cheerleader in the future. So, while guarding your business and saving for metaphorical rainy days is crucial, so is remaining steadfast in your work and showing your clients that any challenge they might face can (and will be) overcome with your support.
Fast Facts: Despite Talk of an Industry Slowdown, There Are Obvious Travel Trends in Current Sales
- Embark Beyond’s report says to forgot about the old concept of shoulder seasons. Clients are aiming to beat the “trifecta of overcrowding, overheating and overpricing” by traveling in November, which Embark calls “the fastest-growing month” for visits to most urban destinations.
- Babymoons and honeymoons and everything in between are big for Embark advisors. In 2023, 22% of its honeymooning clients took both a mini-moon (usually closer to home) and a maxi-moon (somewhere further flung); by 2024, 39% of clients took two honeymoons. Meanwhile, babymoons are up 31% since 2020, according to Embark, and destination “bachelormoons” and “bachelorettemoons” have grown 35%.
- Solo female travel continues to break records. Embark data shows a 41% increase in the market and says that many clients in the niche are single or divorced and traveling in small groups. Interestingly, around 20% of the solo females who are traveling are in relationships; many are married, some have kids, but they are seeking time alone.
- Embark’s report reveals that “trains are the new cruise,” citing the launch of luxury options such as Orient-Express’ La Dolce Vita, the relaunch of the Grand Hibernian in the United Kingdom (now the Britannic Explorer, a Belmond Train) and more.
- College-visit travel is hot, and families are turning them into full luxury vacations; Embark advisor data shows that college tour experiences are up 35% and might include things like football games, local concerts and bookings at five-star hotels.
- Accessible travel spending is expected to exceed $13 trillion globally; one Embark advisor has seen 125% growth in related special requests from clients. Brands are taking notice, too. For example, take Hilton’s new “Be My Eyes” mobile app, which connects blind and low-vision travelers with Hilton staff who can provide live virtual assistance.
It doesn’t matter what business they are in, the situation in Q2 is serious — too serious to just pick up and go, or think about an unnecessary vacation.
What They Are Saying: What Quarter 2 of 2025 Looks Like is Anybody’s Guess
“Despite a strong Q1, in our experience, ultra-high-net-worth clients are generally inhibited from traveling by one thing: fear,” said Ezon of Embark Beyond. “And fear is basically the unknown. In a time of uncertainty, we expect people to hold back even more until they see some stability. Talking to clients, we hear many are in 'triage mode,' trying to figure out how to save their business or navigate a potentially diabolic financial and commercial environment. It doesn’t matter what business they are in, the situation in Q2 is serious — too serious to just pick up and go, or think about an unnecessary vacation.”
