After a stellar performance in 2024, the American Marketing Group (AMG) faced a brief dip in early 2025, a phenomenon not unfamiliar in the volatile world of travel. However, the chief marketing officer, Nicole Mazza, wasted no time in reassuring industry stakeholders that recovery was swift and robust. “As quick as we went into it, we came out of it,” she stated during the Travel Market conference at the Hyatt Regency Grand Cypress Resort in Orlando. Her optimistic tone showcased a renewed confidence in the market, highlighting that business was not just back—it was thriving once more.
The AMG incorporates a collection of well-established travel agency networks, including Travelsavers, the Network of Entrepreneurs Selling Travel (NEST), and the Affluent Traveler Collection. Collectively representing a staggering 25,000 travel advisors, AMG serves as a powerhouse within the industry. Notably, 102 agencies joined AMG in 2024, generating impressive preferred-supplier sales of $279 million. A further influx of 47 new agencies has occurred from January to May of 2025, contributing $196 million in preferred-supplier sales. Such figures exemplify the resilience and dynamism embedded within this network.
Spotting Trends and Opportunities
Mazza’s insights into emerging travel trends serve as vital signposts for agencies looking to capitalize on current market dynamics. For those in guided travel, destinations like Ireland, Italy, and Greece remain hot, while the Caribbean continues to allure beach lovers with options in Cancun and Jamaica. Interestingly, despite previous lulls, areas like Alaska are showing renewed interest, signaling a rebirth for destinations once deemed less favorable.
Amid shifting demographics, Mazza pointed out multi-generational travel as a growing niche. Families are increasingly opting for trips that include grandparents traveling alongside grandchildren. This rise signifies a deeper yearning for shared experiences that transcends age barriers. Additionally, the concept of solo travel is not just a passing trend. With a staggering 300% increase in Google searches for solo travel, there’s a burgeoning desire for individuals seeking authentically personal experiences.
Mazza’s exploration of modern travel trends brings attention to the significance of products catering to independent explorers. As the appetite for safe yet solitary adventures grows, an increasing number of suppliers are rising to meet this need. Travel advisors should embrace this movement, guiding those eager for self-discovery on adventures that nourish the soul.
Evolution of Cruising and The Allure of Pop Culture Travel
Another focal point of Mazza’s address was the undeniable allure of cruising. Enhanced by new offerings and experiences, this segment continues to draw newcomers and seasoned voyagers alike. The strong repeat rate among first-time cruisers indicates that once individuals experience life at sea, they find it hard to stay away. As advisors tap into this enthusiasm, they are encouraged to expand focus on adventurous cruises targeting regions like Antarctica and the Arctic.
Moreover, the phenomenon of “set-jetting”—traveling to locations featured in popular films and TV shows—reflects a fascinating evolution in travel motivation. Audiences captivated by series like “Yellowstone” and “The White Lotus” are not only drawn to the storylines but yearn to immerse themselves in the scenery. Recognizing this demand, suppliers are crafting unique travel packages tailored to this enthusiastic audience. Travel advisors now find themselves in a position where they can facilitate an experience that blends entertainment with exploration.
The Shift in Travel Mindset: From FOMO to JOMO
In our increasingly digital world, common cultural terms like FOMO (fear of missing out) have dominated discussions about travel choices. Yet, Mazza introduced the concept of JOMO, or “joy of missing out,” which resonates powerfully with consumers seeking to unplug and rejuvenate. In a landscape overflowing with social media influence, this new perspective could signify a major shift in how people perceive travel. Travelers are now yearning for experiences that allow them to unwind and disconnect from the incessant buzz of connectivity. This paradigm shift emphasizes the importance of environments that foster relaxation over constant sharing.
Mazza’s research-driven insights present a kaleidoscope of opportunities for travel advisors committed to navigating this evolving landscape with creativity and passion. The unmistakable resilience of the American Marketing Group coupled with emerging trends lays the groundwork for a revitalized industry, poised to meet the diverse needs of travelers around the globe.