Top Leisure Travel Agencies Betting on Growth in 2027

The survey from Travel Leaders Network shows that some of the highest-volume leisure travel agencies are gearing up for another strong year in 2027. Collectively representing over $2.5 billion in annual sales, these agencies are signaling confidence by increasing investment in marketing, technology, and AI.

Marketing Spend:
86% plan to increase budgets in 2027, with 60% raising them by more than 10%. None plan to cut.

Cruise Growth:
- 90% expect river cruise sales to rise (40% forecast growth above 10%).
- 75% anticipate luxury cruise growth of at least 5%.
- 87% expect premium cruising to grow.
- Contemporary cruising remains strong, with 59% predicting 5%+ growth.

Land Travel:
77% expect growth in FIT/independent travel, and 73% forecast at least 5% growth in escorted and group travel.

Technology & AI:
- Top investment priorities: office technology, marketing/lead generation, and contractor recruitment.
- Nearly universal adoption of AI, especially in marketing (86%), agent bios (73%), customer service, data analysis, and fraud detection.

Effective Channels:
Social media leads, followed by email and print advertising.

Outlook for 2027
The picture is clear: cruise is the big bet, agencies are investing aggressively, and AI is becoming an everyday tool. TLN resources like lead generation, engagement marketing, and cruise programs are helping agencies turn demand into sales.

This suggests leisure travel agencies aren’t just waiting for growth—they’re actively building the infrastructure to capture it.