Speaking this afternoon at WTE Miami, Dorothy Calba, Consultant at Euromonitor International, explores how changing traveler priorities are creating new opportunities for advisors selling Europe.

According to Dorothy Calba, American travelers are still prioritizing travel, but what they want from a European trip is changing. “The search for newness and authenticity, as well as fears around overtourism and climate change, will shift more American travel to less-traveled destinations at off-peak times,” she says.

That creates opportunities for advisors in Eastern Europe, secondary cities and natural escapes across the continent.

The reasons for looking beyond the classics vary considerably by traveler. Younger travelers, she says, are expanding beyond traditional destinations in search of more authentic cultural experiences and to avoid contributing to overtourism. Luxury travelers, meanwhile, are drawn to places that feel new, exclusive and “more exciting,” while budget-conscious consumers may broaden their search to find better value.

That does not mean London, Rome or Barcelona are losing their appeal. “These destinations will remain frequent destinations for Americans, especially older travelers,” Calba says. Some visitors are also combining the two approaches, spending part of a trip in a major city before moving on to a smaller destination.

But she believes the strongest growth opportunity lies elsewhere. “The greatest opportunity to attract consumers looking for novel experiences will be by offering travel to destinations that offer the authentic cultural experiences, beauty and local activities that Americans crave.”

At the same time, the U.S. market is becoming increasingly divided between luxury consumers driving spending growth and more budget-conscious travelers looking closely at cost.

“Luxury travelers want the best of the best: personalized, customizable and unique experiences, all while staying and traveling in comfort,” she says.

Yet value remains important across income levels. “What varies between luxury and budget travelers is the way these different consumers define value.”

Budget-conscious travelers are broadening their destination search to save money while still getting the experience of traveling abroad. They are more likely to compare destinations, shorten trips or look for added perks.

“This is not only about flashing the lowest price tag,” Calba adds. Consumers may be willing to expand their budget if they believe “the quality of experience per dollar is going up.”

For advisors, that means demonstrating clearly where they add value, whether through destination knowledge, unique experiences, local contacts or the ability to build an itinerary around a traveler’s specific priorities.

Personalization is becoming more important as AI plays a larger role in travel planning, she says. Travelers increasingly expect itineraries that reflect their specific interests and requirements. However, Calba warns that AI can produce similar itineraries and miss the less obvious destinations, accommodations and activities that best suit a traveler’s preferences.

“This gives travel advisors the opportunity to serve as a bridge between authentic, unique and customized experiences and the travelers looking for them,” she says.

Despite economic and geopolitical uncertainty, she believes Europe remains a key outbound market for Americans.

For Calba, advisors need to understand how their customers define value, whether through unique experiences, new destinations, loyalty deals or other benefits, and be transparent about how they deliver it.

How American Travel to Europe is Changing: Emerging Opportunities for Travel Advisors
Wednesday, October 28
01:45 PM – 02:30 PM
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