According to the aviation analytics company Cirium, the global airline industry offered a total of 5.85 billion seats on scheduled flights in 2024. That’s more than any year in history.
That kind of growth can be especially good news for travel advisors who know the best strategies to maximize the sales potential of the industry’s ever-expanding route networks. Simply put, as carriers add more new routes and new cities to their worldwide route maps, advisors have more to sell — if they know the right way to approach the opportunities.
“Airline route expansion unlocks new opportunities for travel agencies, consumers and the broader industry,” says Dan Schultz, vice president of Global Airline Relations at ALG Vacations. “For agencies, new routes mean fresh destinations to sell and greater revenue potential. For travelers, they bring variety, convenience and affordability, whether it’s a nonstop flight to a dream destination or easier access to hidden gems. Route expansion fuels growth and innovation in travel, making it easier for more people to explore the world.”
Marrakesh, Morocco
Indeed, airline route expansion opens doors for agencies to tap into new markets, create new product offerings and serve different types of travelers. Mario Del Duca, managing director, Americas at NUBA, a luxury travel agency, notes that "airline route expansion creates new opportunities for both travel agencies and their clients by improving accessibility, reducing travel time and sometimes making once-remote destinations more financially viable. New routes also make it easier to curate multi-leg journeys that combine different modes of transport, including commercial first-class and private jet charters."
The potential sales from new routes are particularly strong when it comes to some niche markets, according to Del Duca. "Expanded air routes help niche travel markets flourish,” he says. “Luxury travelers increasingly seek off-the-beaten-path destinations and new direct flights to places like Marrakesh or Sicily encourage immersive cultural experiences.
“The more direct flight options that exist, the easier it is to craft seamless, multi-destination itineraries that maximize convenience and exclusivity,” Del Duca adds. “For clients who utilize private aviation, new commercial routes often mean more efficient private jet positioning, improved airport logistics and expanded VIP services at emerging hubs.”
Nice, France
Peter Vlitas, executive vice president of Partner Relations at Internova Travel Group, also says that new routes can be especially appealing to certain demographic groups — “especially with the older crowd that maybe doesn't want to connect,” he says. “If now there’s a nonstop, it does create demand, it creates interest and it creates new revenue streams and revenue opportunities for retail agencies.”
The positive impact of new routes may extend across other demographic groups, too. "You have a whole new generation of travelers — the Gen Z, the Instagram travelers,” he says. “They see things on social media, and they say, ‘hey, let’s go.’" This social media influence, combined with improved accessibility, creates new sales possibilities for agencies, according to Vlitas.
Boosting Demand for Destinations
New airline routes do more than serve existing demand. They can significantly boost interest in destinations, generating new demand and creating fresh sales opportunities for travel advisors with travelers who may not have previously considered visiting a place that’s now the newest destination on a route map.
ALG Vacations, for example, reports a surge of bookings following the debut of the new airport in Tulum, Mexico. "Since the opening of its new airport in December 2023, daily flights from major airlines have transformed this destination that [had originally] required an hours-long [ground] transfer into a must-visit hotspot,” Schultz says. “ALGV bookings in Tulum have risen by 70 percent this year.”
Indeed, new flights to smaller airports represent a significant opportunity for travel advisors, as they often allow clients to bypass hectic connecting hubs or lengthy ground travel times. "The expansion of service to smaller regional airports is a game-changer for travelers,” Schultz explains. “It eliminates the hassle of long drives to major hubs, offering unparalleled convenience and transforming how people approach their travel plans.”
How Agencies Make the Most From New Routes
To capitalize on route expansions, travel advisors need to stay informed and proactive. Schultz recommends that they should "follow the aviation news in travel trade publications and leverage the resources offered by tour operators that educate advisors around selling airfare and the benefits of packaging air with accommodations."
Vlitas says that advisors who align new airline routes with their own agency’s market position and client base are likely to find more success in selling. “Once you have that [new route information], then the second piece is [saying], ‘okay, what kind of customers do I have in what marketplace? Am I luxury? Am I premium, am I just transient?” he explains. “Knowing what your market is, what you sell and who you sell to, then you have to line up the land and the experience.”
Determining the appropriate hotel and experience options in a new destination can be crucial for enticing clients to book the new flight, according to Vlitas. “You have to know your customers to be able to send them,” he says, adding that advisors should be ready to answer some basic questions: “Why should they go there, what will they do when they go there and where will they stay?”
The bottom line, according to multiple experts, is that — as airlines continue to launch new routes and expand their global reach — travel advisors who stay informed and adapt their strategies accordingly will be well-positioned to grow their businesses and provide enhanced value to their clients.
The key lies in understanding not just the routes themselves, but how to leverage them to create compelling travel options and experiences that match client interests and market demands.
“My advice to travel advisors is to stay curious and view airline route expansion as both an opportunity and a responsibility,” Schultz says. “A new route is not just about selling a flight. It’s about selling the destination. To maximize these opportunities, advisors must educate themselves on both the routes and the destinations they connect to.
“Travelers are not booking Tulum just because United Airlines added a flight there,” Schultz continues. “They are going for the culture, the experiences and the unique appeal of the destination. By understanding and highlighting what makes these destinations special, advisors can deliver greater value to their clients and build lasting relationships.”