Olga Zhukovskaya

Marketer and sales coach for travel agents

Founder of “The Travel Agency” project and “The Travel Agents” telegram channel

Olga Zhukovskaya, a Marketer and sales coach for travel agents and Founder of “The Travel Agency” project and “The Travel Agents” telegram channel, with 15 years of experience in tourism, analyzes the key trends of the upcoming season.

The 2025 season is characterized by moderate risks. Transportation shortage (3/10) – no significant increase in flights is expected, but there is no acute shortage either.

Flight restrictions (5/10) – the geopolitical situation remains a factor of instability.

Visa difficulties (8/10) are the main problem in the psychology of tourists who believe that “visas are not given.” Competition with aggregators (7/10) – new players are actively entering the market, but their influence will manifest itself later.

In 2025, the following categories of tourists prevail: budget tourists (8/10) – expect the maximum for the minimum price, connoisseurs of quality (7/10) – ready to pay for decent service, VIP clients (3/10) – few in number, but resistant to crises.

The following development strategies can be distinguished for agencies:

Reorientation of the business model, namely: becoming a tour leader, specialization in rare areas, travel concierge services.

The balance of knowledge and sales: not only studying the product, but also customer acquisition techniques, learning how to work with incoming requests, developing sales skills.

Digital transformation, which includes: mandatory presence on social networks, work with advertising tools, use of B2B platforms like HelloOtel.

Türkiye, the UAE, Thailand, Russia and Egypt will remain the leaders of the season, as well as potential newcomer China.

In a changing market, travel agents need to maintain their competitive advantages, master new work formats, actively attract customers and use all available promotion tools.