Top Travel Agencies Are Betting Big on Cruise Growth in 2027
A new Travel Leaders Network survey finds its largest leisure agencies increasing marketing and technology spending as they forecast another strong year for cruise and land travel.
Photo: Courtesy of Travel Leaders Network
Travel Leaders Network’s largest leisure agencies are heading into 2027 with plans to spend more on marketing and technology, grow their teams and capitalize on continued demand for cruise and customized land travel.
The outlook comes from a survey of participants at the network’s annual Leisure Leaders meeting, held this week at The Biltmore in Coral Gables, Florida. The responding agencies collectively account for more than $2.5 billion in annual leisure travel sales.
“This is a group of experienced business owners with a significant view into leisure travel demand, and they are putting investment behind their expectations for growth,” said Lindsay Pearlman, president of Travel Leaders Network. “They see opportunities in the market and are preparing their businesses to capture them.”
Cruise is the clearest area of optimism: 90% of respondents expect river cruise sales to rise next year, with 40% projecting growth of more than 10%. Luxury cruise sales are also expected to perform well, with 75% of agencies forecasting gains of at least 5%. Eighty-seven percent anticipate premium cruise growth, while 59% expect contemporary cruise sales to increase by 5% or more.
Land travel is also expected to remain healthy. Seventy-seven percent of respondents anticipate growth in FIT and independent travel, and 73% expect escorted and group travel to increase by at least 5%.
Agencies are backing those forecasts with investment. Eighty-six percent plan to increase marketing budgets in 2027; 60% expect those budgets to rise by more than 10%, and no respondents said they planned cuts. New office technology was identified as the leading investment priority, followed by marketing and lead generation, and recruiting independent contractors.
Artificial intelligence is also becoming routine: all but one respondent expects to use it in agency operations next year. Marketing and communications was the most common planned use, while agencies also cited customer service, data analysis, revenue management and fraud detection.
“Travel advisors have tremendous opportunity ahead of them, but opportunity alone doesn’t create growth,” Pearlman said. “The agencies that succeed will be the ones that have the right technology, marketing, supplier partner relationships, and business support behind them.”
