Travel advisors regain popularity as DIY planning fatigue, airline chaos persist

Amid airline disruptions and mounting complexity in self-booked travel, American vacationers are increasingly turning to travel advisors for help. A May 2026 survey by the American Society of Travel Advisors found about one-third of advisors reported more than half their clients are first-time users of professional planning services, and that trend is accelerating. Advisors cite millennials’ aversion to trip planning and boomers’ continued demand as key growth drivers. Clients seek not only convenience but also better deals and vetted recommendations that algorithms can’t match. Travel advisors can often secure hotel perks like room upgrades and complimentary breakfasts at no extra cost to the traveler, unlike online booking platforms where such benefits are rare. The survey underscores that the human element—having an expert on call to resolve flight snafus or vet vendors—is propelling a rebound for an industry once thought endangered by online travel agencies.