Travel agencies are riding a strong sales wave as 2025 draws to a close. World Travel Holdings (WTH) has reported that its trade-focused division that includes Dream Vacations and CruiseOne is growing faster than the company’s direct-to-consumer travel businesses.
“The numbers we’ve seen for the last 12 weeks have been some of the best we’ve seen in 2025,” emphasized Debbie Fiorino, chief operating officer, Dream Vacations and CruiseOne. She was speaking to more than 1,000 attendees who’d gathered recently for the franchise group’s 2025 Thrive Conference in South Florida.
Throughout the week, travel agency franchise owners, their travel advisors, associates, industry executives and supplier representatives attended general sessions, workshops, training programs and one-on-one discussions at the Hilton Fort Lauderdale Marina and while sailing aboard Princess Cruises‘ new Star Princess.
Not surprisingly, when she looks ahead to 2026 for the trade, Fiorino stresses one overarching factor: “I see opportunity.”
New Agencies and Advisors
Travel Agent Central sat down briefly with Fiorino to talk about the latest trade developments. Across the travel industry as a whole, a large majority of the new travel agency franchise owners are completely new to the travel business.
Many have previously worked as military veterans, real estate agents and schoolteachers. But we wondered if there are any different skill sets that she’s also now seeing, such as people who recently retired from technology jobs, for instance.
“It’s really more about people who truly have to have a passion for travel,” she explained. “The more they travel, the better travel advisor they’re going to be.”
That said, Fiorino noted that the franchise group’s headquarters team is focused on making sure those new franchise agency owners, whatever their backgrounds, are strongly supported. For example, at the Thrive conference, attendees learned about new training opportunities for 2026.
In addition, advisors also were briefed on the new marketing and technology programs and tools. “We always lean into what we’re doing well and into doing more of that,” she emphasized.
One trend she does see is that some new franchise agency owners are coming from smaller host agencies. But while they may have some travel agency skills that work well in transitioning to a new trade affiliation, they’re also seeking much more business support.
For example, Fiorino often hears: “I want some more. I want the marketing done for me. I want the technology that I can get. And I want more control of what I do.”
If new franchise owners only bring along a small book of business to start their Dream Vacations franchise, the business development is an evolution. They may have to start part-time at first. “They can later go full time as it takes time to build up the business,” she said.
(Photo by Susan J. Young.)
The Role of AI
One hot topic of discussion at the recent Dream Vacations and CruiseOne conference was AI and its increasing use as a business tool. “While AI isn’t new, it is new to a lot of people,” Fiorino told us. “We help them understand what it is, what it isn’t, because it’s not just about developing tools.”
She explained that, routinely, there are a lot of tools that some advisors choose to use in their business, while other tools they don’t. “It’s not just AI for AI’s sake,” emphasized Fiorino. “But if it’s a tool and if it solves a problem, then that’s the right use. If it doesn’t solve a problem, then don’t use it.”
Several advisors Travel Agent Central chatted with at the Thrive conference told us their fear of AI had lessened over the past year. “I agree,” Fiorino said. “I have less fear myself.” Both personally and professionally, she has used it much more this year than in the past.
Today, Fiorino uses AI to assist with everything from business presentations to reviewing personal services contracts. Now, she said, people are more eager to say, “Let me try it. Let me see what I can do.”
Supplier Moves
In the cruise industry this year, several major companies have extended their guests’ loyalty status across their multiple brands. We asked Fiorino what she sees as the prime impact. “Loyalty does matter to people,” she responded. “For the cruise companies, they can keep the business in the family.”
For an anniversary trip or other vacations, an older couple might choose a high-end luxury cruise on their favorite brand (for which they have a high loyalty status). Now, for an upcoming family trip, that same couple might ask the group to go on a contemporary or premium cruise instead of the family’s typical beach outing. With the loyal status extension across multiple brands, the couple can still reap their loyalty perks. Plus, the advisor might gain a new small group booking and more prospects for future trips.
Many travel suppliers presented fun, insightful, trend-specific brand highlights during the Thrive conference. In particular, the franchise agency owners and advisors attending one General Session presentation in the ship’s theater were wowed by Globus.
The tour operator showed them a creative, humorous new video. It totally flips the switch on Do-It-Yourself (DIY) travel. For instance, during the video, the DIY couple reach their overseas destination but simply can’t figure out where to go, what to do next or which way to turn.
Simply put, the man and woman are frustrated with how the elements of the vacation are unfolding and, increasingly, with each other. In contrast, those on a Globus escorted tour are warmly welcomed and the vacation details are handled for them.
In a much smoother fashion, the Globus guests check in to their hotel, head out for touring and, after that, enjoy independent exploring and dining, thanks to personalized suggestions and directions from their guide. Fiorino told Travel Agent Central that franchisees definitely might use that video to educate both their advisors and their customers, particularly for those intimidated about a European DIY trip.
“They think about getting off the train, not knowing which way to go, not speaking the language and not understanding the currency,” said Fiorino. In contrast, a skilled travel advisor can educate clients about what they can do within an escorted tour that they’ve never thought about.
Heading Into 2026
“Heading into 2026, we don’t see any headwinds,” she stressed. “And we have seen huge opportunities, so that really excites me.”
In other words, it’s a good opportunity for travel agency franchisees, advisors and associates to thrive. For more information, visit the websites for Dream Vacations, CruiseOne, and parent company World Travel Holdings.
Source link
