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What Do Savvy
Travelers Really Want?

Take Survey

Recommend is proud to present the
What Today’s Savvy Traveler Really Wants Survey
We are asking travel advisors to share what they are seeing firsthand
as traveler preferences continue to evolve. From personalized experiences and
value-driven decisions to emerging booking trends and the growing demand for
meaningful travel, your insights will help uncover what today’s savvy travelers
value most.

We will release the results of the survey in our
2026 Savvy Traveler Trends Report, highlighting the latest
traveler behaviors and the opportunities they present for travel advisors.

As a thank you, you will be entered to
win a $200 gift card.

 
Compared to two years ago, how would you describe your clients today?
What is the single biggest priority for your clients when planning a vacation?

Which three factors most influence your clients' booking decisions? (Select up to three.)
Are your clients prioritizing experiences over material purchases more than in previous years?
How important is personalization to your clients?
When clients say they want "value," what do they usually mean?

Are clients willing to spend more if they clearly understand the added value?
Which upgrades are clients most willing to pay for? (Select up to three.)
Which type of traveler is currently the most value-conscious?
What booking trend are you seeing most often?
Are clients requesting more customized itineraries?
Which experiences have seen the greatest increase in demand? (Select up to three.)
What percentage of your bookings now include at least one customized element?
Why do clients choose to work with a travel advisor? (Select up to three.)
What is the biggest objection you hear from prospective clients?

Which service do clients appreciate most after they return home?

Which traveler trend will have the biggest impact over the next two years?
Which generation is driving the most new business for you?
What destination trend are you seeing most?
What type of traveler do you expect to grow the fastest in your business over the next two years?
*Which age group do you belong to?
*How do you identify?

*Which range best describes your annual household income?
Which Social Media Channel do you most use?
Would you like to subscribed to Prevue and stay informed with the latest industry news, trends, and destination insights?

Your contact information is required only to verify your qualification for the drawing and will not be shared.

One entry per Planner. (Optional)

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For over 50 years, Recommend has been helping travel advisors sell travel by providing them with in-depth destination and product information through coverage found in our travel advisor magazine and website. Its editors travel the globe previewing, reviewing, and crafting experiential articles that make for some of the most informative and engrossing destination content available today.

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